I operate under the assumption that if something sounds too good to be true then it probably is.  So with the economy in the dumps, and every consumer scrambling for the best deal possible; most retailers are advertising too good to be true deals.  The biggest culprit is the box store.  So I decided to check it out myself; on a few different occasions.  These are the best of the best stories that came out of my multiple field trips to the box store. 

A few years ago, a customer came into our store wanting a quote on a piece of carpeting they found and fell in love with at a box store.  Most consumers will start looking at a box store because they feel it is less threatening, but when the get serious about buying they will shop a smaller local store they can trust.  So we went into this particular box store to look for the ‘Shaw’ piece of carpeting.  Anyone that has spent any amount of time in the flooring industry knows that there are 3 major carpet mills in America and 98% of all carpet comes from them; Mohawk, Shaw, and Beaulieu.  When we finally found a sales associate in the flooring department, we asked.  “Where is your Shaw carpeting?”  She looked at us and said “Shaw don’t work here no more.”  Turned around and walked away.  We had a good laugh and left. 

More recently, one of my customers brought in a coupon from a box store advertising carpeting we have.  We do not traditionally except competitors coupons, but this one intrigued me.  It was for a product that I wasn’t aware they carried and still is one of our best sellers.  I wanted to check it out.  So I again took a field trip to the local box store, and played dumb.  The sales associate would not get out of her chair when I asked her to direct me to the display I was looking for.  When I finally found the display from her pointing to the general vicinity, the selection of carpeting was minimal compared to our selection in our store.  Then when I returned to the desk to as the sales associate questions about pricing and how to get an estimate, she never looked up from her computer when answering and finally just handed me a sheet with the labor costs because she was tired of answering questions.  I turned and left.  I was happy to report to my customer that even with her coupon discount our price was more affordable then the box store and we had a larger selection. 

On another random trip to a local box store to pick something up for myself, I decided to take a quick trip through the flooring department.  As I was walking past, I heard a young sales associate explaining to a man and his son; “and this is berber, this is really great stuff.”  I could barely contain myself.  I had to resist the urge to interrupt him and give a more accurate explanation of what berber really is and how it will perform in a home, and that while it was wildly popular in the 90′s there have been huge advancements in flooring that may more suit their needs.  I am proud to say I walked away, although I do feel bad for that particular consumer if they purchased flooring from that sales associate. 

My last and favorite story is from my aunt and uncle who live in Indiana.  They have a very nice large home where they have lived for many years and all my cousins are grown and out of the house.  So they decided it was time to replace the flooring.  They saw an advertisement for $39 whole house installation with purchase of carpet and pad.  They figured it wasn’t worth asking Al to drive all the way to Indiana if they could get that great of a deal.  So they took their measurements into the box store, picked out carpeting, and got a quote; $9,000.  They both looked at each other and decided it was time to take a trip to Illinois to talk to Al.  When they came in with the same measurements, and picked out a far better piece of carpeting and pad, Barb worked up a quote (first quote was not giving the ‘your Al’s brother discount”).  Our total was $7,000.  Moral of the story is to get your bottom dollar price before you decide where you are going to purchase your flooring from. 

Box stores are great for something things, but when you are making a major purchase for your home it is more advisable to speak to an expert.  They may advertise that they have ‘expert advice’ but they are still sales associates that are getting paid around minimum wage to show up do their job and go home.  Traditionally when it comes to flooring, box stores will offer 5 or so products at bottom dollar price (where it is actually less then they pay for it), but they make their money back up in pad and labor.  Or they know that while you are there you will also be picking up other ‘home improvement items’.  So at the end of the day they make a profit because it all evens out.  Also, box stores will buy up huge quantities of left over, discontinued inventory, or else 2^nd quality goods (meaning they didn’t pass the manufacturer’s tests to make sellable 1^st quality goods).  These they can sell for ridiculously inexpensive.  

Many consumers will still choose to purchase from a box store, and some will be very happy and satisfied with the service and products they purchase.  That is great!  As someone who has spent her entire life in the flooring industry, I want my consumers to be educated as to what they are getting and what they should be paying.  I want them to be happy with the end result, and not get tricked or mislead by creative advertising.