by D. Christopher Davis
President & CEO
World Floor Covering Association

Consumer Website Launch

With the official launch of our new consumer website (www.wfca.org), I wanted to take this opportunity to share with you some of the initial reactions to the site from members and consumers, answer some of the questions we have received over the course of the last month, and share with you some exciting news.

The vast majority of these visitors spent some time on the “find a retailer” page we have been developing in an effort to connect web surfers with retailers in their area. We ask that all WFCA retailer members visit the “find a retailer” page, enter their store’s ZIP code, and ensure the information we have on file is correct.

In response to our blast email announcement on July 17, I am very encouraged by the positive feedback from our retailer members. We have begun collecting anecdotes from members that demonstrate the utility of the website, and will continue to collect your thoughts and suggestions

I am pleased to announce we have entered into a partnership with Rebecca Cole, a nationally recognized interior designer, frequent contributor to NBC-TV’s Today Show, and host of the Discovery Channel’s Surprise by Design. Rebecca will be featured on the Association’s new website, and will share her wealth of design experience with visitors to the site. We are looking forward to a long, and mutually beneficial relationship with Rebecca.

Below is a list of the frequently asked questions we have received from membership. If you have a specific issue you would like to discuss, I welcome your call.

• Q: What is www.WFCA.org?



• A: The World Floor Covering Association (WFCA) has launched www.wfca.org, the industry’s premier consumer advocacy website designed to provide web visitors the tools, resources and information to make certain their floor covering shopping experience is successful and satisfactory. Through this site visitors will have access to WFCA member retailers who are dedicated to providing consumers the information, service and support needed to ensure a successful floor covering purchase experience.



• Q: Why is this new website important to consumers?



• A: Through our site, consumers will have access to floor covering information on a variety of topics. Unlike manufacturer websites that have a vested interest in promoting their own brand, the WFCA is in a unique position to offer truly unbiased advice. In addition, our site allows consumers to find qualified floor covering retailers in their area simply by typing in a ZIP code and accessing a database of WFCA retailer members.



• Q: Why is this new website important to floor covering retailers?
  
  
• A: Today, nearly 4 out of 10 consumers in the market for floor covering search the Internet for information before visiting a retail location -- this number is sure to increase in the near future. To capitalize on this emerging trend, we have built a digital gateway to connect consumers searching the Internet to the Association’s retailer community. This functionality will result in the generation of new qualified leads for each of the retailers listed on the site.

Floor covering retailers will have an opportunity to take advantage of this powerful retailer database for at least the first year simply by being a WFCA-member. Consumers searching for a retailer through the WFCA consumer website will find a listing of WFCA members in their market area. The Association will promote the new website to consumer and trade media to create broad awareness of this new consumer resource.

According to the Floor Covering Consumer Credit Association (FCCCA), the average ticket sale through its credit program in 2005 was $2,636. Therefore, a single incremental sale resulting from a lead generated through the WFCA website covers the cost of membership in the WFCA many times over.

• Q: What is unique about the WFCA’s approach to creating a consumer information website?



• A: The WFCA has a longstanding commitment to ongoing consumer research. We have found two significant barriers that keep consumers from purchasing floor covering are 1) not enough information about the products, and 2) a lack of trust in the retailer. With this in mind, we created a comprehensive resource that teaches consumers everything they need to know about how to purchase floor covering for their home, and connects them with retailers they can trust – members of the WFCA who subscribe to a code of ethics clearly posted on the site.



• Q: How will the WFCA promote this campaign to consumers?



• A: To help promote www.wfca.org to consumers, the WFCA has entered into a partnership with Rebecca Cole, a nationally recognized interior designer, frequent contributor to NBC-TV’s Today Show, and host of the Discovery Channel’s Surprise by Design. Rebecca will be featured on the Association’s new website, and on an ongoing basis will share her wealth of design experience with visitors to the site. Rebecca Cole will promote the website through:



• Appearances on major television shows (Oprah, Good Morning America, The Today Show)
• Interviews with Women’s/shelter magazines
• Placements in major market daily newspapers