Best Practices - October 2008

By Sonya Jennings

Three years ago, Gill Veilleux, owner of Floor Systems, made a choice to expand his successful operation by building a 28,000 square foot facility in Lisbon, Maine. This decision was made when his son, Richard, decided to leave the world of chemical engineering and join the family business.

Floor Systems’ previous location was a 21,000 square foot facility in the neighboring town of Lewiston. The new location sits on one of the most heavily traveled routes in the state, close to two interstates, I-95 and I-295. The store is highly visible and easily accessed, giving the company more opportunities to service the more affluent coastal customers who are building retirement and second homes.

Gill and his wife, Claire, began Floor Systems in 1987, and now offer carpet, ceramic and porcelain tile, vinyl, area rugs, hardwood, laminate, and installation supplies. The bulk of the company’s business comes from the middle of the market, and the company serves retail, mainstreet commercial, installers, and contractors. 

Gill is a big believer in consistent advertising. He has been with the same ad agency for over 17 years. His television ads run on both network and cable channels and consume about 75% of his advertising budget, with most of the rest devoted to print ads. Advertising is consistent whether business is good or bad. A marketing plan is put in place each December, and it is reviewed every quarter. Floor Systems creates its own television spots and also uses national Shaw Design Center spots. As a member of the Shaw Alliance Council for 16 years, Gill is shocked at how few retailers have a consistent advertising program. Even when times are tough, Floor Systems does not cut the ad budget. This year, in an economic climate that most would agree is challenging, the business increased its advertising budget by 20% to 25%.

Floor Systems has put a lot of work into its website, www.floorsystemsme.com. According to Gill, “Younger people are not reading newspapers, so the web is the place to speak to them.” The site was developed along with Shaw, featuring specials, product information and design ideas. There is an area on the site for consumers to ask questions, and the general manager posts answers in a timely manner. Most importantly, the website is updated every week to make sure all information is current and relevant. Gill comments, “Our web presence is very important because so many people view a store’s site before actually coming to the store.” In many ways, the site is Floor Systems’ first “salesperson.”

Product knowledge is vital to the success of the business. “When a customer walks through the door,” Gill says, “she is armed with information that she used to not necessarily have. With information available on the Internet, she might know more than your salespeople if they are not highly educated on flooring products.” For this reason, Floor Systems focuses heavily on the education of salespeople. Particularly in the area of color, trend and style, store employees must know what is new and hot. He adds, “I compare this business to the women’s apparel business—colors change, styles change, and females are aware of those changes.” Often times, a customer comes in and knows that she wants a particular product.. Even if the store does not carry the exact brand, it’s important for the salesperson to know immediately of a similar product to show.

Within Floor Systems’ 28,000 square foot facility—one of the first Shaw Design Centers—the 10,000 square foot showroom is constantly changing. Merchandising is key, and Gill doesn’t want a customer to see the same store every time she visits. He notes, “If a customer returns to my store after a few months, I do not want her to see the same samples, same floors and same displays she saw on her last visit.” The ever-changing look of the store gives the customer the impression that this store is on the leading edge of design. New products are moving through the store continuously. There are many different types of flooring on the floor of the store and they are constantly changed out.

Simulation technology helps the store sell products by allowing the customer to visualize her options. Floor Systems has a nine-foot overhead projector that is linked to the Internet. Using Shaw’s website, a sales person can show the customer what certain flooring choices will look like in a room, and even vary the color of the walls. In a simulated room, the customer can see different types of rugs as well. If she likes a particular rug, and it is not in stock, the store will order it in a smaller size for her to view.

With technological tools, clever merchandising and a consistent advertising message, Floor Systems is doing a great job of growing a healthy business in Lisbon, Maine.  

Copyright 2008 Floor Focus 

Related Topics:Shaw Industries Group, Inc.