Retailers Warn Against Overselling Waterproofing in the LVP Category

Flooring retailers have a compelling story to tell when touting the benefits of waterproof vinyl—and the story becomes even more convincing when kid- and pet-friendly attributes are added.

But waterproof is not bulletproof, and flooring dealers say they have to be careful not to overhype waterproof LVT. For starters, they don’t need to because the segment continues to flourish; however, the waterproof aspect can be misleading and requires an educated sales force to communicate that to consumers.

“Waterproof definitely resonates with consumers when you add the talking points of kids and pets again—they are all in,” said Penny Carnino, COO of Grigsby’s Carpet, Tile & Hardwood, Tulsa, Okla. “The problem for retailers is that what waterproof means to the consumer and what it means in regard to warranties are two entirely different things. Read More