Best Practices - May 2010

By Sonya Jennings

Located in an Arkansas town of 60,000, Parris Carpet was launched in 2009 by Lee and Chrissy Parris. This couple has taken the risk of beginning a new business in a weakened economy, so the ideas they have for attracting customers are absolutely critical to their success.

Lee Parris worked as an installer for a flooring store in Wyoming for 13 years. During his time there, he paid attention to how the business operated, and he and Chrissy have used this experience to help start a company of their own.

Before the opening of the store, the Parrises researched their local competition to determine where they could have a competitive edge. They decided to focus the young company on customer service and personal connections. Building relationships is the way this couple plans to grow business.

Around the time of the store’s grand opening last year, the Parrises aired a television commercial that featured the couple. According to Chrissy, “We wanted to show the community who we are. Again, in keeping with our goal for a personal connection, it was an attempt to introduce ourselves and hope that people would want to come shop with us.” Television advertising is rather expensive, but Lee and Chrissy felt that it was the perfect way to highlight their showroom and get the Parris Carpet name into the community.

Parris Carpet is surrounded by two big box stores. However, the company doesn’t really compete with the chains. Chrissy states, “We really target a different customer than someone who would want to buy flooring through a big box store. The mid to upper end client expects customer service and knowledge of products. That sets us apart.”

Having a Facebook page has also been an effective and free way to bring in new customers. The company posts sales and flooring information through status updates for its “fans.” Having daily contact with potential customers through Facebook keeps the store ever-present in the minds of the company’s Facebook followers. Parris Carpet is also developing a website that will launch this summer.

According to Chrissy Parris, “We can’t afford to have even one unhappy customer. We need all positive word of mouth.” With this in mind, she says that their company will do anything to make the customer happy. The main goal is to create a personal connection that will last past the sale. If a customer needs to shop before or after store hours, Chrissy and Lee meet the customer and open the store. If a client comes to the store with her designer, Parris Carpet provides a table along with snacks, beverages and sometimes lunch if the meeting takes place during lunchtime. The Parrises grant any request within reason to make the customer the focus.

Parris Carpet is designed in a way that caters to the needs of women as they shop. There is both a children’s area and a “man room” located within the store to provide entertainment for anyone who accompanies a shopper. The children’s area has bright walls and lime green carpet with a television, DVD player and a play kitchen. There are always snacks and drinks on hand for children. The area for men has a large television and a leather couch where men can relax if they aren’t interested in shopping.

According to Chrissy Parris, “The store is designed with a simple, easy to navigate layout.” Displays aren’t cluttered with an overwhelming number of options. The store is also a premiere dealer for “Bliss” by Beaulieu—no other store in the area carries this line of carpet. Chrissy and Lee chose Bliss because they were drawn to the simplicity of the process and appearance of the display. On the hard surface side, the store is a Mannington One dealer. Current sales are 60% hard surface and 40% carpet.

At every turn, Chrissy and Lee try to make clients feel special. After each purchase, the customer receives a thank you note and a scented wax burner for their home. The gift sends the message, “We really appreciate that you have chosen to work with us.” Also, to get those all-important referrals, the company sends a card three months after a sale, offering a $50 American Express gift card to any customer who refers a friend who purchases from the store. The new customer also receives a $50 gift card.

With each sale, Parris Carpet also gives each customer a product to keep the floor looking its best. Purchasers of hardwood, tile or laminate take home a Bona cleaning kit, while carpet customers receive a spot cleaning kit that will draw out tough stains. According to Chrissy Parris, “Again, this is an example of going the extra mile. We want the floor to keep the customer happy for many years to come.”

The biggest challenge for the young company has been to get its name out into the Conway community. The town is growing at a steady pace, and Chrissy and Lee want to attract the influx of new residents. Because Conway is a smaller town and the Parris name doesn’t have a long history there, the company has to focus on building name recognition. Local newspapers and magazines are helping, but Parris Carpet uses other creative avenues as well. For example, this summer the store is having a “Girls Night In” event, where wine, cheese and a massage therapist will be part of an evening of relaxing and browsing through products. The evening will focus more on the personal connection than selling products, and it will introduce many women to the store for the first time. Direct mail to certain local neighborhoods, previous customers, and personal invitations to key local residents will generate the guest list.

Parris Carpet also offers in-stock products for do-it-yourself home improvement projects. The pricing is competitive because the customer is often price comparison shopping with a big box store. Lee Parris has sold products to a customer and then provided step-by-step instructions on how to install the product. He will even go to the customer’s home to show them how to get started and leave his cell phone number in case there are questions. Going above and beyond customer expectations is gaining many loyal customers for the new business.

Parris Carpet offers carpet, hardwood, tile, laminate, linoleum, bamboo and cork flooring. The business is 80% retail and 20% commercial. The store focuses on the mid to upper end of the market.

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