Before I started working at Super-Click International, I naively (in my blonde way) believed most people saw the world in the same way. However, having travelled the world exhibiting at industry trade shows, I realise there is a different culture in each city, town, state, country and continent. And when exhibiting in such different environments it is so important to take in to account the location’s culture when planning the stand design, dress code and even evening entertainment.

Last month, Super-Click exhibited at both the Domotex exhibition in Hannover, Germany (14-18 Jan) and Surfaces exhibition in Las Vegas, USA (24-26 Jan). Quite a whirlwind. Two exhibitions, two countries, two cultures.

Obviously there are variances in weather and language between Central Europe and Western USA, which contribute to the culture of these destinations, but there are other a lot of other differentials which ultimately affect the style of exhibition.

The Domotex, Hannover is held at the Deutsche Messe annually. The exhibition is hosted in nine of the total 27 halls available, with each hall equating to the size of an aircraft hanger!! Due to the size of the exhibition, the major players in the industry roll out huge exhibition stands which can span a quarter of the hall. The exhibition style focuses on corporate hospitality with larger stands boasting restaurants and bars, and putting on evening entertainment including live music. However, the area of the exhibition centre itself is very industrial therefore I suppose a lot of entertainment will be on site! It is also very cold in Germany in January so people are drawn to being inside. Overall, we very much enjoyed the Domotex exhibition as its sheer size creates a buzz throughout the halls.

By complete contrast, the Surfaces exhibition, Las Vegas was held in two smaller halls at the Mandalay Bay Convention Centre. It has a more traditional feel with smaller stands, with more focus on the product and a lot less drinks and entertainment available within the exhibition hall itself. I think it was a lot more intimate and although there was still a buzz in the air, it was more laid-back but with Las Vegas on your doorstep there doesn’t seem to be a need to entertain within the exhibition as people can enjoy the Vegas Strip during their downtime. Also in comparison to Hannover, the outside temperature was pleasant t-shirt weather. I felt people wanted to get their work done during the day and party at their own will at night.

I heard that the Surfaces show had changed in recent years following the recession, and rumours were circling that a lot of the bigger companies now opt for local trade road shows due to the size of America. Whatever the effect of the recession on the exhibition, Super-Click International very much enjoyed the show and I’m really happy to say that we have now entered in to discussions with various potential distributors from many countries within South and Central America.

Despite all the differences in culture throughout the world, one similarity between cultures that we have learned from exhibitions is that there is a general willingness to do business and some basic principles apply all around the world. If you take a genuine interest in a person, there is more likelihood of you building a good working relationship, albeit your product has to be of sufficient interest!

Until next time….

Rachel

Why don’t you follow us on @SuperClickInt, or Linked In?

James C Gould, president of the Floor Covering Institute LLC, shares his views on the golden goose that was laminate and the rise of the LVT.

Every product has a life cycle but few flooring product categories have risen and peaked as quickly as laminate. What caused the meteoric rise of laminate and why is it losing share now?  Most importantly, what lessons are there to be learned?

In 1993, Pergo was introduced to the United States.  Before the end of the decade, sales soared from zero to almost one billion US dollars, capturing nearly five percent of the US flooring market. The reasons for this rapid rise are several. First, the market was ripe for something new and consumers were tired of floors that were difficult to maintain or that didn’t live up to performance promises. But behind the scenes something else was driving laminate sales.

In the early days of laminate, Pergo was king of the category. Retailers paid $2.49 per square foot while consumers had no problem paying between $3.99 and $4.99.  Retail gross margins for laminate ran 50% to 100% higher than for vinyl, wood or carpet.  Distributors also made higher than average margins.  Thrilled with these higher margins, Pergo’s channel partners drove customers to the category and those profit margins drove Pergo’s success.  Displays were placed in the highest traffic areas for maximum exposure.  Every owner and every salesperson knew that selling laminate flooring meant greater profits while providing consumers with a wonderful floor.  No customer left the store without hearing about this amazing new product.

Home centers and mass merchants entered the laminate market and manufacturers rushed to build new factories and increase supply. Eventually supply exceeded demand and the category was commoditized.  Margins were squeezed to levels below those of other floor coverings and eventually sales declined.

Are the performance features of laminate less important to consumers today than they were 20 years ago?  No. In fact today’s laminate has even more to offer than ever before. Laminate’s stall was partially caused by the decline in its profitability.  Retailers and distributors deemphasized laminate in favor of more profitable products that could also satisfy the consumers’ needs.

Today the most exciting product in the floor covering is glueless luxury vinyl tile (LVT).  Last year at Domotex Asia CHINAFLOOR in Shanghai, it seemed as though every other stand was extolling the virtues of their new glueless LVT.  A year later, horror stories are being told about products that did not perform as promised and shipments delayed because manufacturers found LVT more difficult than expected to manufacture without defects and claims.

As new suppliers rush into the LVT product category, I hope we’ve learned some lessons from our experience with laminate.  LVT is a wonderful product with unique features and a great selling story.  Lowering profit margins to the channel partners is a doomed strategy that will hasten the end of LVT’s product life cycle.  Let’s not commoditise LVT as we did laminate.  Let’s not kill the golden goose this time around.

James C Gould’s credentials:

• Recognised as “One of the Industry’s 20 Most Influential Men”. Mr. Gould has owned, operated and founded multiple national and international floor covering enterprises beginning with Misco Shawnee, a full-line Midwest flooring distributor once ranked 8th in the nation.
• He founded Distribution Services, Inc. to provide logistics and administrative
  services to international companies and used DSI to be the first to bring new products and companies to the U.S.
• Gould founded the ceramic line, Casa Italia, and used it to launch a network of ceramic
  distributors in the late 1990s
• In 2004 he became the first Chief Product Officer for CCA Global, while there he created CCA’s first direct import division creating the opportunity for member retailers to import directly through the CCA’s portal.
• He formed the Floor Covering Institute in late 2007.

Super-Click International wowed crowds at its first visit to the recent Surfaces exhibition in Las Vegas. The company showcased the most versatile click vinyl flooring system in the world to potential distributors in the company’s target markets within South and Central America, New Zealand, Australia, Africa, the Middle East and Asia.

The company’s exhibition stand drew in crowds to view the unique click technology in 6” x 36” plank with a 0.3 wear-layer, as well as unveiling the brand new 18” x 18” tile which boasts the unique click technology. The innovative company also introduced the traditional plank with a 0.5 commercial wear-layer.

Although Beauflor, a division of Beaulieu International Group, hold the exclusive rights to manufacture and sell within the USA, Canada and Europe, Super-Click still received an excellent reception from visitors from these areas.

Stewart Procter, CEO of Super-Click International said ‘Whilst the exhibition was held in the USA, which is Beauflor’s exclusive territory, we were able to meet with a number of potential distributors from Central and South America, Australasia and the Middle and Far East.

Discussions are now taking place with some of these companies and we hope to bring them to a mutually beneficial conclusion within the next few weeks.

We were also delighted that although the USA and Canada is not our territory, the reaction from the visitors from these areas was overwhelmingly positive.’

Additional features on the exhibition stand included demonstrations from professional floor fitters who showed the versatility of the universal locking system with basketweave and herringbone designs. Furthermore the new fitting demonstration videos allowed visitors to see Super-Click fitted in real commercial and domestic environments.

Following the success of the Surfaces exhibition, Super-Click International has now entered discussions with potential distributors from the Southern hemisphere countries and expects to announce a number of distribution agreements shortly.

Super-Click International experienced great success at the Domotex, Hannover, in January this year at its second visit to the show. The company’s exhibition stand drew in crowds to view the launch of the unique click technology in an 18” x 18” tile format, as well as the traditional plank with a 0.5 commercial wear-layer. Both of the new products from the innovative company were received with great interest.

The company saw the return of visitors who viewed the product at previous exhibitions, as well as new visitors from their target markets within South and Central America, Africa, the Middle East, Asia, India and Australasia. Super-Click International arranged meetings with distributors who were impressed by the unique product at the Domotex Middle East exhibition in September 2011. The company expects to sign distribution agreements with distributors within the coming weeks.

Stewart Procter, CEO at Super-Click International, said ‘It was great to put faces to the names of people that we have been negotiating with in the past few months, and to meet new potential distributors who showed an interest in the product at the Hannover show. The meetings we had were very positive and we expect to sign a number of distribution agreements within the next few weeks.’

Additional features on the exhibition stand included demonstrations from professional floor fitters who showed the versatility of the universal locking system with basketweave and herringbone designs. Furthermore the new fitting demonstration videos allowed visitors to see Super-Click fitted in real commercial and domestic environments.

Following the success of the Domotex exhibition, Super-Click International has now entered discussions with potential distributors from the Southern hemisphere countries and expect to announce a number of distribution agreements shortly.

Anyway, looking back, it’s fair to say 2011 will be known for the problems associated with the Eurozone countries throughout the year as well as financial difficulties in countries around the world. It will be interesting to see how 2012 develops.

Economists appear on the news almost daily discussing whether Northern hemisphere countries will bounce back, and whether economies of the emerging markets in the Southern hemisphere will continue to experience rapid growth as in recent years?

As a consequence, will the expectations of the people within the emerging markets rise? If so, this may help to increase demand for western goods, thereby opening these markets to western manufacturers, helping them to drive their economies? Or will the growth of these markets manifest itself by sticking to home produced products?

It’s impossible not to notice that the world is smaller than it was 10 years ago, due to internet, social media, improved transport links etc, which together make marketing on a global scale much easier than ever before. This shows with the amount of countries who export their finest goods around the world. For example, my favourites include Ugg Boots from Australia, Pashminas from India, Karaoke from Japan, Zumba from Columbia and tequila from Mexico!

Technology in recent decades has increased the ease of marketing products globally. We at Super-Click International actively use social media via Twitter and Linked In to reach target markets around the world. We also put emphasis on our website, ensuring it is always up to date with our latest news.

All of these things help to raise profile and possibly credibility however; can these things ever really replace a good old-fashioned face to face meeting where you can buy in to a company, a person, a culture? We believe that as much as social media, direct marketing and our website allow us to reach people, you can’t beat meeting people face-to-face. There is something about really getting to understand a company and its culture via a meeting with a representative of the company. That is why we continue to exhibit at international trade shows annually to present the product to the world.

I’m really looking forward to seeing what 2012 brings to the flooring trade, and to see what effect the world economy has on the industry. I hope the New Year brings you all the success we wish for ourselves.

Rachel

Why don’t you follow us on Twitter @SuperClickInt, or Linked In?

Super-Click International, which has gained unprecedented attention in the flooring industry following the launch of the Super-Click click LVT flooring planks, will unveil the unique technology in tile format. The new technology is set to satisfy a market which is  constantly pushing for more user-friendly products and the newest of innovations.

Rob Abbott, International Business Development Manager at Super-Click International, said: “The Super-Click system was specifically designed to be compatible with both a tile
and plank format and following the successful launch of the plank version in 2011, we are delighted to announce the launch of the tile in January 2012.

“After listening to feedback from distributors around the world, we expect the tile format to be extremely well received by the market.”

Following on from the licensing agreement with Beaulieu International Group earlier this year, Super-Click are now in discussions with distributors from within their territories of South and Central America, the Middle East, Africa, India, Asia and Australasia.  The Super-Click International team will be welcoming all visitors from these areas to the company’s exhibition stand to see the latest innovations of the click-LVT system.

New for 2012, the Super-Click exhibition stands will also incorporate a fitting demonstration area to show visitors the ease and speed of installing the pioneering click-LVT system. The Super-Click International team including professional fitters will be on hand to answer any queries about the original product and hopes for the new tile.

January 2012 will also be the first time Super-Click International has exhibited at the Surfaces trade show in Las Vegas, where the company hopes to speak with potential distributors from South and Central America.

Super-Click International will be exhibiting in Hall 6, Stand G60 at the Domotex Hannover on 14-18 January 2012. Super-Click International will also be in Booth S5549 at Surfaces, Las Vegas on 24-26 January 2012.

As Super-Click International’s Event Manager it is my responsibility to ensure the Super-Click International team travel to, exhibit at and get home from international flooring trade shows successfully. Within a two week period in January, we will be exhibiting at the Domotex Hannover and Surfaces Las Vegas – two weeks, two continents and two shows. Too much? Not at all!

The real question is: How do women in the flooring industry cope with the forthcoming plans at this time of year? I mean, there’s choosing clothes, booking hair and nail appointments, creating a Disney Christmas for the family and all the while preparing our companies and ourselves for a whirlwind January.

Charles Dickens wrote, ‘It was the best of times, it was the worst of times‘. From my point of view, this encapsulates December for women in the Flooring Industry – or at least at Super-Click International!

The lead up to these exhibitions has made me realise how men and women are very different – especially in the Super-Click International office! While Stewart, Rob and Stephen worry about the logistics of transporting the exhibition kits to the various trade show sites, Penelope and I are worrying; will we have enough clothes to wear at the trade shows? With all the impending Christmas food and drinks in mind, will we be able to fit in
our favourite work dresses? And perhaps most importantly, what are we going to
wear to the Super-Click International Christmas party?

And then there’s the baggage allowance. I think the guys should give us ladies the task of logistically sending the Super-Click kit overseas, we have mastered the technique of fitting our day, evening and just-in-case clothes, and our day, evening and just-in-case shoes, handbags and jewellery in to a bag to meet the airline’s baggage allowance!

So, I would just like to finish by sending my best wishes to all those flooring ladies switching LVTs for LBDs (Little Black Dresses to those who don’t speak female). I won’t say good luck with the New Year diet as we all know what with two trade shows, diets are impossible!

Log on soon for my next blog…

Rachel

Why not follow Super-Click International on Linked In?

Super-Click International, the marketers of the most versatile click flooring system in the world has announced Teams4U as the company’s charity of the year for 2012. Due to Super-Click International’s new presence to emerging markets in The Middle East, Africa, South East Asia and Eastern Europe, the innovative flooring firm wish to support Teams4U’s efforts in these countries, aiming to make a difference to the lives of vulnerable children.

During 2012, Super-Click will embark on a number of events aimed at raising funds, sporting equipment and awareness for Teams4U.

Rachel Coleridge-Smith, Marketing and Events Manager, Super-Click International said: “We at Super-Click International recognise that there are a number of charities doing wonderful things and we are delighted to be working with Teams4U who help children throughout the world.

“The team will be doing their upmost to raise awareness, support the charity’s key objectives and hopefully make a real difference to children’s lives.”

Teams4U’s aim is to make a difference to the lives of children around the world who find themselves in desperate and hopeless situations. Teams4U work alongside local people and organisations all around the world who are seeking to relieve distress. The charity is also supported by teams of people in-country who help with logistics, managing projects and co-ordinating trips. These teams play a vital role in helping operations run smoothly so that Teams4U can ensure support reaches those who need it. 90p from every £1 (GBP) donated to the charity goes directly into the overseas community.

About Teams4U                                                     

Teams4U is a UK registered charity, based in Cubbington, UK, which supports vulnerable children around the world. It was founded in 2006 by Dave Cooke who has over 20 years experience working within international relief and development. The purpose of the charity is to make a difference to the lives of children around the world that find themselves in desperate and hopeless situations. Teams4U works in partnership with local organisations, helping them to make a greater and more sustainable impact on the children that they support. At present the chairty has a number of projects in Eastern Europe, Africa and Asia.

For more information about Teams4U, please contact:

Kathy Freeman

01926 315893

kathy.freeman@teams4u.com

The final build up day of the exhibition was predictable for the frantic activity and frayed nerves that you seem to see at all these types of exhibitions. However as always our stand was completed on time (not without the odd hiccup) and we were able to return to the hotel satisfied with our day’s work.

The first day of the exhibition proved to be my first (of many) blonde moments during the trip. Why I chose to wear a dark suit in such a hot and humid climate I’ll never know. After watching the official opening ceremony which was performed by HE Abdul Rahman Al Owais, UAE Minister of Culture, Youth and Community Affairs, we were honoured to be included on his official tour of the exhibition. We were fairly nervous about meeting such an important public figure; however the Minister arrived very relaxed and informal and seemed genuinely interested in the product – always a good thing! In all honesty, the rest of the day was rather disappointing in terms of visitor numbers although the quality and calibre of the companies visiting the Super-Click stand was excellent.

As it would be, the second and third day proved to be busier with higher visitor numbers amongst whom were some influential companies. As usual, things were quieter by the afternoon on the final day, which gave me the opportunity to take a look around the exhibition myself and have a chat with a few of the exhibitors.

I really admired ADNC’s stand (see right) with its beautiful mix of turquoise and white, curves, steps and patterned carpet. It was a fantastic display of branding gone right. Also, the curved back-lit pictures of the Kronotex stand really caught my eye, proving how important lighting is on an exhibition stand..

We also had the opportunity of visiting the Burj Al Arab and the Burj Khalifa during our stay. The Burj Al Arab is an incredibly special experience, and absolutely stunning inside and out. As for the Burj Khalifa, words cannot describe the feeling in your stomach looking up at it from the front door! And I would highly recommend the views from the At.Mosphere restaurant. Both of these iconic buildings make themselves accessible to visitors and are well worth the visit if you can find the time.

As previously mentioned I had a few blonde moments when I was in Dubai, the ultimate of which was arriving at the airport after a 15minute drive, going to check in and realising I’d left my passport in the hotel room safe…

All in all exhibiting in Dubai was a great experience, and we have opened up discussions with a number of potential distributors in the region. Having already sent samples out to a number of these companies, I’m sure that we will bring some of these to a successful conclusion which will make exhibiting in Dubai fully worthwhile.

Log on soon for my next blog…

Rachel

Why not follow Super-Click International on Linkedin?

I thought a blog was a great way for everybody to keep up to date with Super-Click news, as well as new, funky or exciting products we see at exhibitions around the world and online throughout the year. Just to let you know, although I am planning on writing a monthly blog, I’ll be writing again this month about our fantastic exhibition in Dubai in September.

For now, allow me to introduce the Super-Click International team!

(we hate this picture)

I’m proud to say that everybody was chosen for their specific talents and professional abilities, however while we’ve been settling in we’ve noticed everybody has their unique quirks! For example, our Brand Development Manager, Penelope is what I would call an ‘aquaholic’ – you have never seen somebody drink so much water! Not only that, I think she is currently in training for the world dry cracker competition as she is able to eat cereals and dry foods without milk or water…

I’m not picking on Penelope though, there’s Stephen as well. Before I met Stephen, our Project Manager, I thought men were quite content with untidiness; however Stephen has the tidiest (and most efficiently organised) desk, car, e-mailing system, wardrobe (including hanging clothes in order of colour) and I bet this is only half of it! But he’s great to have in the office for a good laugh.

Rob, International Business Development Manager, is an avid fan of field hockey, so much so he has managed to acquire a black eye and lose a tooth in the past few weeks! This doesn’t hinder his professionalism though, as he has won the most ‘gold stars’ in the office for great work!

Then there’s the boss, Stewart, CEO. Despite not understanding drive-throughs and regularly confusing self-service tills in supermarkets, this man has an adept knowledge of almost anything, including flooring, historic disease, the Romans and Preston North End Football Club.

Lastly, I’d like to introduce myself, Rachel, Marketing and Events Manager. All you need to know is I am perfect, and that I have daily hiccups which resemble the cry of baby dinosaurs.

So, there you are, the Super-Click International team… proving flooring isn’t boring! We all look forward to seeing you soon. Log on soon for my next blog…

Rachel