| Flooring America
Announces Enhancement to Its “No-Exclusion” Stain
Protection Plan for Downs Decade Carpet
Manchester, N.H. (March 6, 2003) – Flooring America announced
today the elimination of the “pro-rating” feature
on its exclusive line of Downs® Decade carpet, thereby creating
the only carpet in the industry with a full, non-prorated 10
year stain warranty. Flooring America customers who purchase
Downs Decade carpet will now receive complete carpet replacement
if any stain can’t be removed to their satisfaction within
the 10-year period of the plan.
“The enhancement was introduced in response to consumer
research that indicated that more than 80% of customers considered
an unconditional stain warranty as “very important”
in reaching their ultimate purchasing decision,” said
Sally Kelly, Vice President of Merchandising.
The elimination of the pro-rating feature coincides with Flooring
America’s introduction of new styles to the Downs Decade
line and an enhanced extra-wide wingboard display unit that
conveniently showcases 44 styles side by side in the Downs Decade
and Lydian carpet lines.
The new display unit also features two lightboxes with attractive
room scenes which add beauty to enhance the display. In an effort
to motivate the sales staff, Flooring America is also launching
a generous sales spiff to coincide with the delivery of the
new display unit.
The reaction of members has been enthusiastic. “We are
always looking for a win for the customer, a win for the salesperson,
and a win for the store. Downs and Lydian provide a win-win-win
opportunity,” says Ed Graefe of My Dad’s Carpets
in Douglassville, PA. Unique in the flooring industry, the stain
protection plan covers Downs Decade carpets against all household
stains, including pet stains and others excluded by competitors’
warranties. This plan will be serviced by 3M, makers of Scotchgard™
brand protective treatments. NOTE: The Downs Decade logo is
available to download at weintraubadv.com/fame/
About Flooring America
Flooring America, with a sales volume of $1.4 billion, consists
of more than 500 member-owned floor covering stores throughout
the United States and Canada. Flooring America provides members
with exclusive brands and warranty programs, comprehensive multi-media
advertising programs, complete showroom merchandising packages,
plus training in management and sales. It operates as a division
of CCA Global Partners, the world's largest flooring group.
For information on becoming a member of Flooring America, contact
Tom Heffner, National Membership Director, at 800-466-6984,
ext. 1501.
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