There are so many wood lookalikes in the world now. How do you convince customers they should stick with the real thing?
Converting shoppers into happy purchasers has always been every retailer's goal. And while the world has changed around us, we need to look at practical ways to strengthen and sustain business. We need products that are profitable, and help maintain margins. Hardwood, now more than ever, is a powerful tool to reach those objectives.
Reverse margin declines
Wood lookalike products have taken the market by storm. With realistic looks, typically lower price points and performance—or perceived performance advantages—in waterproofing and toughness, many consumers have settled for lookalike products. But by defaulting to SPC and similar products, the retail salesperson (RSA) is leaving money on the table. Many tend to look at margin percent, but it's margin dollars that are meaningful to your bottom line.
Dealers have had their margin per square foot devastated—even before the COVID-19 pandemic—because of the saturation of these wood-lookalike products. Dealers need to "come home to hardwood." It's where many of you built your business, and it's the product that will make you more money.
Why sell hardwood now over other flooring options? Simple: better margins, bigger paychecks for RSAs, satisfied customers, positive word-of-mouth, more business. The No. 1 selling point to a consumer is return on investment (ROI), with housing being their single biggest purchase in a lifetime. Hardwood flooring is one of a few flooring categories that reinforces this with the consumer.
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As an RSA, it's important to find out just what customers' wants and needs are. Which room is the floor going into? What activities happen in the space? Do they have children or pets? It's all about really listening.
Know wood's sell story
What's the sell story? Today's wood flooring offers real wood solutions to everyday life.
It's authentic. With real wood, customers get the beauty, texture, prestige and the strength of a natural product. People don't dream about having a plastic floor.
Worry about water? Don't. Remember, while WPC and SPC may seem to have cornered the waterproof market, no floor is indestructible. So while some consumers have become enamored with alternative products that promise features and benefits not typically associated with hardwood, particularly when it comes to combating moisture, they no longer have to settle. There are new waterproof, 100% hardwood flooring products that bring together the beauty of hardwood, waterproof protection, durability and ease of installation. No need to worry about areas where there are spills and splashes, such as kitchens and bathrooms.
Great price and value. While the price gap between wood and vinyl has decreased, primarily because of tariffs, let's not diminish the true value of hardwood vs. an imitator. Wood floors can last hundreds of years. Other flooring options need to be removed and replaced several times before a wood floor may even need to be refreshed. With wood, wear actually adds character.
It's durable. Dispel the myths! Wood withstands years of traffic from foot (and paw!). Today's finishes make it possible to have wood floors in any environment, and there are new core technologies engineered to provide increased durability, resistance to moisture and ease of installation. Some of these cores are real hardwood, providing a sustainability story that non-wood (plastic) products can't offer.
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Wood adds value to the home. Wood flooring is an investment that not only brings value now but also down the road when it's time to sell. Hardwood flooring has long been the top choice for buyers and remains so in today's market. No other flooring option contributes to the resale value of a home like hardwood.
At the end of the day, hardwood is still what most of us really want in our homes, perhaps especially now, when home represents warmth, safety and serenity more than ever. It is a natural and sustainable choice for flooring that never goes out of style. Every piece of wood is crafted by nature, so it is unique. It is adaptable to many décor and style changes while other options often require replacement based on decorating trends. While other options aspire to imitate, nothing compares to the true beauty of authentic hardwood. Real wood is the real deal!
