Winning the Floor: Retailers Share What’s Working in Today’s Market
On March 29, 2026, Women in the Floorcovering Industry (WIFI) partnered with Alliance Flooring to host Winning the Floor in Today’s Market: Retail Roundtables, and attendees leaned in, sharing insights and challenges that brought the discussion to life.
Held just ahead of the Alliance Flooring Convention in San Antonio, the session brought together a packed room of flooring professionals for an interactive, peer-driven discussion. Hosted by Mallory Cruise McGrath of Floor Covering Weekly and WIFI’s Events Committee, alongside Megan Polk and Rachel Stanley of Alliance Flooring, the roundtable format encouraged honest dialogue and real-time idea sharing.
The session opened with remarks from WIFI scholarship recipient Corinne of Gilbert’s Carpet and Flooring in Michigan. She shared how her scholarship supported her in completing Michigan Contractor Training’s 60-hour pre-license course, an important step toward becoming a licensed general contractor and growing as a confident business leader.
From there, the session moved into interactive roundtables, where conversations unfolded across each table.
How Buying Behavior Is Changing
One of the biggest themes was the shift in customer buying behavior. Today’s shoppers are arriving more informed, often having done extensive online research, and expecting a more personalized and efficient experience. This has changed the role of the showroom, where building trust and guiding decisions is more important than ever.
What’s Driving Foot Traffic Right Now
Attendees also discussed what’s currently driving foot traffic. While traditional marketing still plays a role, many agreed that referrals, repeat customers, and strong local relationships are some of the most effective drivers in today’s market. Re-engaging past customers and staying visible in the community were also key strategies shared.
Managing Teams During a Shifting Market
The conversation also explored team dynamics during a shifting market, including the challenges of maintaining morale and navigating change. Transparency, communication, and a people-first approach emerged as key themes for keeping teams aligned and motivated.
Communication Across Sales, Operations & Installers
Finally, the group addressed the challenge of communication gaps between sales, operations, and installers. Even small improvements in setting expectations and internal communication can make a meaningful difference in both efficiency and customer satisfaction.
Overall, the session was a powerful reminder of the value of shared experiences and collaboration. Through open conversation and practical insights, attendees walked away with fresh ideas and a renewed sense of connection.
About WIFI (and what’s next)
WIFI continues to attract, educate, and empower women across the flooring industry through programming like Power Hours, mentoring, and scholarships. To learn more about upcoming events and opportunities, visit www.womeninflooring.org.
Join us at one of our upcoming events and connect with women across the industry:
WIFI Book Club Kick-Off: Think Again by Adam Grant
April 2 | 12:00 PM EDT | Virtual | Register Here
Confidence in Action: Owning Your Superpower
April 22 | 9:15 AM EDT | NWFA Expo | Orlando | Register Here
Save the Date: WIFI Power Networking
May 7 | 12:0 0PM EDT | Virtual
These programs are made possible by the Friends of WIFI community. Join us in supporting free education, mentorship, and leadership opportunities for women across the flooring industry.