IT’S YOUR UP
Wake Up and Join the Present!
I
Tom Jennings
VP of Professional
Development
Tom Jennings is a lifelong
member of the flooring
business. Since selling his
family’s retail business in
2006, he has served the
industry as an educator
and speaker. He is a past
board chairman of the
WFCA and is currently
the board chairman of
WFCA Services, Inc. and
WFCA vice president of
professional development.
He may be reached at
just don’t get it. For several years now, I have been making a conscious effort to find
dealers who are truly embracing the reclaim, recycle and renew movement that is
becoming more prevalent in retailing as a whole, on seemingly a daily basis. As I
travel around the country, I inquire as to whether dealers are participating in recycling
programs. I observe showrooms hoping to find creative displays telling the green story.
I even observe whether the staff members are recycling their own bottles and cans.
Sadly, with a few notable exceptions, I must report that the only thing green in too
many showrooms is the moss growing on the “green displays,” should they be on the
north side of the showroom! When I inquire as to the reason that “the green story” is
not relevant in their stores, I have heard reasons such as: “no one asks for it,” “no one
wants to pay for it,” “I just don’t understand what all of the fuss is about,” and “that
trend hasn’t really hit here yet.” All are true responses. And all are pitiful responses,
as well!
I am constantly reminding folks that before we can be good customer service pro-
viders, we must first be aware customers ourselves. How can anyone be the least bit
attentive to the merchandising all around us, and not see a shift in promotional and
purchasing behaviors?
Consumers are more cautious and concerned than ever before. That concern affects
how they buy and where they shop. Today’s customer wants to know what products are
made out of, how they are manufactured, and in what ways they will affect their fami-
lies environment. Savvy retailers have adapted in a myriad of ways ranging from point-
of-purchase explanations, to electronic receipts, to reusable cotton bags to carry your
purchases home in. These merchants have not only adapted to the trends, but in many
cases have taken the initiative to drive these changes that the customer desires, to work
for everyone’s benefit.
[email protected].
Consumers are more cautious and concerned
than ever before. That concern affects how they
buy and where they shop.
8 Premier Flooring Retailer | Q3 2017