The underlay market still offers a big untapped sales and profit opportunity for floorcoverings retailers, says Interfloor.
Less than half the consumers buying a new carpet, buy new underlay. And for wood & laminate flooring purchases, the figure is even lower, with Interfloor estimating only around one- in-five buy a proper acoustic underlay with their new floorcovering.
The sales conversion rate is even lower with underfloor heating, where Interfloor has developed Heatflow as a specialist underlay to address this growing segment.
“Many consumers are simply not aware of the full benefits new underlay can bring,” said Interfloor marketing director Steve Woodhead. “These include extra underfoot comfort, more durability, and enhanced look and appearance.
“Also, improving heat and sound insulation particularly with wood & laminate flooring where a quality underlay such the Timbermate Collection will bring major sound reduction benefits.”
This is a big opportunity for retailers, says Interfloor. “For an average retailer who purchases £10,000 of underlay per year , increasing those sales volumes by ten per cent will bring an extra £2,600 profit,” said Woodhead.
“The motivation of profit is there, the opportunity with more than half floorcoverings customers currently not purchasing new underlay is there, and finally the means to convert through Interfloor’s sales training, support and point-of-sale material is there.”
Interfloor believes retailers who sell the benefits of underlay to their customers, particularly in the fast growing wood & laminate sector, will become more successful and grow.
