Increasing Productivity With Software: Top flooring software providers describe the leading digital tools they’ve developed for their retail and flooring customers – May 2025

By Jennifer Bardoner

The development of software technology solutions serving the flooring industry has exploded in recent years, enabling retailers and commercial contractors alike to run their businesses with greater insight. “The leading dealers and contractors are realizing technology is essential to running a more efficient, profitable business,” says Carole Cross, managing director at Cyncly. “Having said that, it’s amazing how varied the market is when it comes to technology adoption.” We asked executives at several leading companies with industry-specific offerings-Cyncly and Roomvo, which are primarily residential segment-focused, and Leap Tools and Measure Square, which are primarily commercial segment-focused-to weigh in on how dealers and contractors can best lean on technology to enhance their operations.

Q: Tell us about your customers?
CAROLE CROSS, managing director, Mobile Marketing, A Cyncly Company: Our customers include residential and commercial flooring retailers and flooring manufacturers. Now that both Mobile Marketing and Broadlume are part of Cyncly, we’re equipped to support retailers of every size and at every stage of technology adoption.

PAWEL RAJSZEL, CEO and co-founder of Leap Tools: Roomvo is proud to partner with 7,000+ retailers to boost engagement, customer satisfaction and sales. We also partner with 400+ suppliers to create outstanding experiences for their retailers and consumers.

JAMES WISDOM, senior vice president of strategic partnerships, Measure Square Corp.: Measure Square serves a wide spectrum of the flooring industry, ranging from national retailers like Empire Today and Sherwin-Williams to regional contractors such as Acousti Engineering and Redi Carpet. We also support independent flooring dealers across the U.S., Canada, the U.K., Australia, New Zealand and South Africa. Our users span both the residential and commercial sectors, including flooring installers, estimators, project managers and sales professionals.

TOM ELLIS, co-founder and marketing executive of Spec-Id: Our primary customer is the specialty contractor in flooring and tiling. Our secondary, though equally important, customers are the suppliers of flooring and tiling as well as companies that provide essential sundries and accessories. Beyond these customers are the general contractors, architects and designers who are stakeholders in the construction process that review the Spec-ID documents.

Q: How do your solutions help your clients help their downstream customers?
CROSS: Cyncly Flooring’s all-in-one platform connects the entire consumer experience- from inspiration to design and sales, and from manufacturing to successful installation. At Mobile Marketing, we’re focused on the first stages of the consumer journey, what we call web-to-store. For a retailer, that means turning your website into your digital storefront through visualization and effective digital marketing. Our websites include product catalogs with the ability to show inventory in real time, visualization tools, sample ordering, chat functions, promotions, contact forms and more. Combined with digital marketing services, such as SEO, paid advertising and campaign management, retailers can reach in-market customers more effectively, drive traffic, generate leads and close sales faster.

RAJSZEL: In just a few short years, Roomvo has expanded its product offering beyond the flagship product visualizer to provide value at each step of the consumer journey, from online and in-store experiences to business management solutions. And our acquisition of QFloors adds industry-specific business management solutions to our suite of products. This provides retailers with real-time insights on the health of their business, empowering them to operate more efficiently. With QPay, our payment processing solution, we’re able to help retailers save thousands of dollars every year in processing fees, plus countless hours of data entry.

WISDOM: By automating and enhancing the estimating process, our solutions help flooring businesses create faster, more accurate bids, reduce costly errors and improve client-facing documentation, ultimately enhancing the professionalism and satisfaction of the downstream customer. MeasureSquare 8 is a powerful desktop application for advanced flooring estimation, layout and takeoff. Our Mobile Estimating Apps allow in-field measurements and real-time estimate generation. And our cloud-based CRM syncs sales and installation teams and seamlessly connects with ERP and ordering systems to ensure data flows effortlessly through the supply chain.

ELLIS: Our solutions help our customers’ downstream customers and stakeholders with consistency, accuracy and streamlined workflows. One of our largest customers conducted a time study comparing Spec-ID to their previous manual process and found that they saved 84.2% of the time doing the same tasks with Spec-ID versus doing them manually. Spec-ID manages over one million product records to include product images, specification metadata and associated PDFs, as well as links to each product manufacturer. Manufacturers benefit from less administrative time collecting and collating accurate product and market information because of Spec-ID’s automated submittal, sampling and pricing process. For general contractors, consistently formatted automated submittals, automated closeouts, SDS and O&M documents are created and delivered in under five minutes. Building owners are rewarded with a completely automated closeout and/or O&M Manuals, including a QR code to place in the maintenance closet that links to the approved maintenance recommendations.

Q: What are the most common solutions your customers seek from you?
CROSS: Our customers most often come to us for help in two key areas: building a stronger digital presence and improving operational efficiency. Flooring retailers are looking for ways to drive more traffic and convert more leads. That starts with a branded website that reflects their business and extends into targeted digital marketing-paid search, social media, SEO and advertising-that reaches in-market customers and generates real results.

On the operations side, retailers want tools that help them run leaner and more efficiently. That includes measurement capabilities to speed up estimates, as well as integrated ERP systems that streamline everything from inventory and quoting to accounting and installation scheduling.

RAJSZEL: 1,400+ dealers use our business management solutions and 1,000+ dealers power their websites with our technology.

ELLIS: The most common solution is accuracy and streamlined efficiency through our patented Automated Binder Tool for submittals, closeout and all technical documents.

WISDOM: Our customers frequently come to us seeking better accuracy, faster turnaround and improved collaboration. And Ryan Aschauer, vice president of IT for Floor Coverings International, notes that “Measure Square is intuitive enough for new users, yet powerful enough for our most seasoned estimators.”

Q: Do you have any recently developed products that further enhance your offering?
CROSS: The latest RFMS CRM update includes enhancements to many areas of the application, the most important being streamlined notifications to the sales rep. Response times during the sales process are directly correlated to close rates. By providing more push notifications and adding email notifications, reps are immediately notified when a consumer responds to a text thread, an estimator publishes a measurement ready for quoting, a consumer views an online quote or approves a quote.

Also, our Measure Mobile app now incorporates LiDAR scanning technology when used on supported iOS Pro devices. This helps estimators capture room dimensions quickly and accurately with far less disruption. It also reduces the ramp-up time for new salespeople so they can confidently start estimating and quoting with minimal training because it greatly simplifies the in-home measuring process. Retailers get a full design suite, up-to-date pricing, auto-generated quotes, real-time quote editing. These Measure projects integrate seamlessly into RFMS ERP.

WISDOM: One of our most impactful recent innovations is the launch of MeasureSquare CRM, a purpose-built customer relationship management solution designed specifically for the flooring industry. Unlike generic CRMs, MeasureSquare CRM integrates deeply with our estimating tools, seamlessly transitioning from lead generation to job completion. This system helps flooring businesses streamline customer interactions, track project milestones and centralize communication across sales, estimation and installation teams. By combining estimating precision with sales pipeline visibility, MeasureSquare CRM not only enhances operational efficiency but also helps businesses convert more leads, shorten sales cycles and elevate the overall customer experience.

RAJSZEL: With SiteAds, we now offer digital advertising with industry-leading cost-per-lead and performance metrics. And our AI chatbot helps website visitors get immediate answers to their questions, powered by a virtual sales rep who knows everything about your business, always drives leads to your showroom and never sleeps.

We’ve built a reputation for continuous innovation, and we’re excited to bring that ethos to QFloors’ ERP, which we recently acquired. We have an incredibly aggressive product roadmap, starting with an upcoming new version that we are calling QFloors X, featuring an improved look and feel, various speed and performance improvements and a suite of new features and capabilities.

ELLIS: PriceView is a new automated price request system for our customers and the suppliers. Our customers select the products from their Spec-ID project folder, enter the quantity and the expected delivery date, and in one click, emails are sent to each sales rep with detailed product information, project information and three options to quote pricing, including uploading a PDF file. And the specialty contractor can archive every project with product pricing in the cloud.

Our patent-pending Automated Health & Safety Binder tool was developed in response to updated OSHA requirements that mandate Safety Data Sheet (SDS) documents be readily available on jobsites where work is being performed. Spec-ID’s solution allows specialty contractors to automatically generate all required documentation in just three minutes, no matter how many different products are being used. With a single click, the system automatically emails a comprehensive document package to all key personnel, with a link and an embedded QR code to access the documents.

Q: What new technology is on the horizon that will help your clients further?
ELLIS: Our research has proven that, on average, 30% of all product data in a finish schedule is missing, inaccurate or bad. We will soon launch technology that will allow our customers to upload a finish schedule, and within a few minutes, it will engage AI technology to automatically either find an exact match, relevant matches, or allow the user to create the product in less than a minute, whether it is a new or dropped product. Because the product data is already in our system, product records (image, specs and PDF files) can be instantly added to a digital Spec-ID project folder. Once a project folder is complete, everything can be automated, from pricing and estimating to sampling and closeouts.

CROSS: The Cyncly team is preparing to launch a new capability for dealers bidding on large commercial projects that streamlines one of the most time-consuming steps in the takeoff process: preparing digital plans for estimating. Today, estimators often spend hours tracing rooms and placing transitions manually on top of PDF blueprints before they can even begin calculating materials or pricing. Our new technology automatically detects and draws room boundaries and applies transitions directly to the floorplan. This advancement will improve speed, accuracy and scalability, especially for dealers handling high volumes of bids.

RAJSZEL: Roomvo Sales Sidekick allows showroom staff to easily manage sample checkouts, capture and track leads, automate follow-ups and visualize products in the customer’s space, all from a single platform. It not only boosts efficiency but also delivers a more personalized shopping experience. Our Sales Sidekick includes easy-to-use lead management capabilities designed to save time and drive results. Best of all, it’s completely free for all flooring dealers, regardless of whether they’re an existing Roomvo customer.

We’re also incredibly excited about our upcoming furniture visualizer. The next generation of our proprietary technology puts the power of an interior designer in the hands of the consumer. We know that a consumer considering new floors is also likely in the midst of other home improvements. Our new proprietary AI designer will let consumers upload photos of their room and change everything.

WISDOM: AI and AR (augmented reality) are reshaping the future of flooring. AI is being used to optimize material usage, forecast product demand and personalize product recommendations based on customer preferences and past behavior. AR empowers sales professionals and end users to visualize flooring products directly in their own space, dramatically shortening the decision-making cycle. Measure Square is actively exploring integrations that will leverage these technologies to further elevate the customer journey and business intelligence for our clients.

Q: What are some practical ways flooring businesses can incorporate AI?
WISDOM: Flooring businesses can harness AI to handle high-volume tasks with precision, automating quoting, inventory predictions, appointment scheduling and even dynamic pricing. On the customer-facing side, AI chatbots and recommendation engines elevate the buying experience by matching customers with the right products faster.

CROSS: Predictive AI can help businesses better prepare for what’s coming, such as predicting inventory needs. Cyncly is working to bring predictive AI into its ERP solution to give more intelligence.

Bigger picture, there’s a massive opportunity for AI to help improve customer interactions. Cyncly is identifying ways AI will provide role-specific, intelligent support to make every flooring professional more effective at their jobs. To bridge the experience gap, we’re exploring AI-powered in-application guidance that offers step-by-step training for onboarding and situational workflows support, as well as intelligent product recommendations paired with our visualization tools that help users present options to customers more confidently and sell more effectively.

ELLIS: The options to use AI can be incorporated into every phase of a construction project. The key is to add technology to your technology portfolio that is not a “point solution” but rather an integrated platform. Like Spec-ID, integrated platforms “speak” to other platforms and bring additional value to adjacent technology applications. We are working to develop the same AI technology application for product images that we will use for finish schedules. Architects, designers, building owners, product manufacturers and our specialty contractors will be able to upload or scan a product image to create a design palette, find complementary products or identify an unknown product faster than ever before.

Q: How are you currently integrating AI into your offerings?
RAJSZEL: Roomvo has been using AI since before it was cool. We recently upgraded our visualizer with a proprietary AI designer that allows shoppers to preview entire room redesigns in a fun and engaging experience. We are also incorporating AI into our other solutions. For example, we offer an AI chatbot that can be placed on any website and answer any questions shoppers have because it understands your business and the flooring industry. We even have many RSAs using the AI chatbot to get answers to their customers’ questions.

WISDOM: Measure Square is incorporating AI into its product roadmap through CRM assistant tools and automated room takeoff suggestions. These AI-driven features will assist both novice and expert users to make better, faster decisions while reducing manual effort.

CROSS: We’re using AI to enhance digital marketing performance, streamline campaign development and generate deeper insights from marketing data. We use AI every day to support better A/B testing, generate creative variations for ads and help retailers explore new messaging and targeting strategies. It allows us to continuously optimize advertising performance, helping retailers reach the right audience with the right message at the right time. Because we provide end-to-end solutions from lead generation to closed sales, we’re building the ability for retailers to ask smarter business questions about their marketing, which channels are most profitable, where to invest next, and more. AI takes the data we collect and helps us make marketing more strategic and efficient.

Q: Are there any metrics you can share about the impact your solutions provide and how they impact your customers’ business?
RAJSZEL: We’ve delivered incredible results across a spectrum of key metrics, including conversion rates that are five times higher, 15% reductions in store-level returns, double the time spent on a customer’s website, 50% to 75% reduced costs per lead when switching to our digital advertising services, and more.

CROSS: Retailers who use our room visualization tools and sample ordering features consistently report higher engagement and conversion rates. And because our platform connects the front end (websites and digital marketing) with the back end (ERP), we’re able to help retailers understand their full return on investment, so you know which efforts are driving leads, conversions and revenue.

WISDOM: In today’s competitive market, time and accuracy are currency. Our software delivers measurable ROI across the board. Clients typically report up to 75% reductions in estimation time, 30% to 50% fewer material ordering errors, faster project turnaround by days or even weeks, and improved closing rates due to professional, customer-facing proposals.

ELLIS: Spec-ID technology provides accurate product data, process efficiency and automated workflows that limit liability, thereby improving margins. The greatest financial benefits have been preserving or elevating their margins in bid, design build and negotiated work. Customers have also reported longer employee retention using our technology, as well as being able to hire from a larger spectrum of new employees because of the advantages of Spec-ID technology. As customers evaluate their processes and workflows, many have said Spec-ID has provided them with greater employee engagement.

Autodesk reported that the commercial construction industry in North America loses more than $30 billion each year due to poor data and miscommunication. They also concluded that each employee loses 14+ hours per week due to miscommunication and rework.

Q: The flooring industry can be somewhat?slow to adapt. What would you say to anyone not taking advantage of such tools?
CROSS: If you’re not leveraging digital tools and marketing, you’re missing sales. Today’s consumers expect a connected, information-rich experience. If you’re not visible where they’re searching or offering easy ways to engage, they’ll move on to a competitor who is. Digital tools like paid search, geofencing and targeted campaigns have evolved significantly in recent months-they’re more accurate, more cost-effective and more aligned with how people shop today.

RAJSZEL: There are those who argue that the physical nature of flooring suggests that the digital experience doesn’t matter. We argue that it’s less about the product and more about the consumer. The modern consumer has proven time and time again that convenience is king. They universally start their journey online, and in many cases, they far prefer to hit “buy” from the comfort of their couch. But they don’t just want information; they want an experience.

The businesses that survive tomorrow are the ones looking to where their consumers are headed-not where the industry has traditionally met them.

Q: Any common misconceptions you hear?
WISDOM: The most common misconceptions are “It’s too complicated” or “We’ve always done it this way.” But the reality is that digital tools today are not only intuitive but essential. To anyone still on the fence, technology isn’t replacing your craftsmanship; it’s enhancing it. Businesses that adopt modern tools now will outpace those who don’t. It’s that simple.

ELLIS: The biggest misconception is a business just learning about technology believes it’s new. It probably isn’t, it’s just new to them. They may also believe that the commercial construction industry will run at a pace convenient for their business. It won’t. General contractors and large design firms have the resources to invest and build their business around technology. They are currently driving the technology revolution-but specialty contractors are in a unique position to drive commercial construction technology. They aren’t required to make large investments to improve efficiency. They can easily invest in integrated technology that is nimble, designed for purpose and elevates their business. And don’t forget, nothing gets built without specialty contractors who can deliver superior customer experience.

Q: Please share a client testimonial about how you’ve helped your flooring dealer customers.
ELLIS: We gained a new customer in Florida because they lost a project to a Spec-ID customer. They had felt sure they would be awarded the project based on an established relationship with the architect and owner. When asked why they didn’t get the job, the architect said they could not afford any mistakes on this project, and the awarded flooring contractor had professional (Spec-ID) documents, branded product labels and, when they’d used that contractor before, they never missed a deadline.

WISDOM: Justin Lense, regional vice president of sales for Arbor Carpet, says, “We collaborate across multiple locations, devices and time zones. Measure Square’s real-time syncing and accuracy has given us a competitive edge in every bid.”

RAJSZEL: Amanda Hicks is the controller at Summit Flooring Group, a flooring retailer and contractor in Missouri that partnered with Roomvo to drive traffic, leads and showroom visits. After launching a custom SEO-optimized Roomvo website, nearly half of their traffic now comes from organic search, and they rank number one locally for over ten “near me” terms. “We’re seeing much more traffic compared to our old website,” she says. “A lot of shoppers come into our showroom and talk about the products they’ve seen on our website. Customers love the Roomvo visualizer and being able to see how products will look in their homes.”

CROSS: Josh Rigney, marketing manager and web developer for Dalton Wholesale Floors, says, “Mobile Marketing has been a game changer for us at Dalton Wholesale Floors. With their connection to Shaw SFN, Google partnership and API integration, we’ve been able to automate and streamline our internal processes to save time, money and focus on what we do best.”

Q: In your estimation, what percentage of contract dealers/residential dealers are not using advanced software systems like yours?
ELLIS: Within commercial construction we know the answer to this: 88% of the commercial specialty contractors in flooring and tiling still manage product data manually. These project managers are forced to cobble together their technical documents with Microsoft Excel and Word products and an Adobe PDF editor introduced in the mid-80s that has changed little since then.

CROSS: Cyncly ran a survey of retailers last year that received more than 225 responses. What stood out to me was the low rate of adoption of some technologies that absolutely help them operate faster and connect with more customers. For example, fewer than 20% were using CRM software. Barely half were using paid search and SEO to get more visibility. Fewer than 40% were using email marketing. Fewer than 15% used mobile text messaging for engagement. Fewer than 30% used geofencing for their marketing initiatives

My sense is that there’s a big generational shift coming as people who are still working the way they did 30 or 40 years ago, with paper or spreadsheets, are nearing retirement. The younger generation are digital natives who understand the value of digital marketing and running on business software that connects every part of their operations.

WISDOM: We estimate that 30% of 50% of the flooring industry, particularly among smaller residential dealers and mid-sized contract firms, are still relying on outdated or manual processes for estimation and project planning. As the industry modernizes, those who invest in digital infrastructure now will be the leaders of tomorrow’s market.

Copyright 2025 Floor Focus

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