Fabric protection specialists evolve with times
By Marc Barnes -- Furniture Today, April 23, 2007
High Point — Performance fabrics carry the reputation of being practically indestructible, able to withstand harsh use and repel substances that would ruin a lesser fabric.
At first glance, the increasing use of performance fabrics would seem to be a death knell for those who specialize in fabric protection and cleaning.
Don't buy that argument, say those in the business.
Although the fabric protection business is changing with the times, it remains a valuable add-on and revenue stream for furniture retailers — and can lead in many cases to better customer satisfaction and closer relationships, which in turn can lead to repeat business.
"One of the misconceptions that some salespeople of performance fabrics might have is that stains and spills will disappear," said Doug Vunder, vice president of sales and marketing for MultiMaster North America. "They won't. There are lots of different kinds of stains that can occur on a sofa, especially if they aren't gotten to quickly."
Vunder, formerly of Stainsafe, said that fabric protection vendors are placing more emphasis on cleaning — and in MultiMaster's case, on guarantees. MultiMaster is marketing its products similar to insurance, saying that if it can't remove the stain, it will replace the cushion — or the entire sofa. The warranty is backed by insurance, underwritten by AIG and IGI.
"Other companies guarantee that we will guarantee you that we will get the stain out and if we don't, we will send a cleaner," said Vunder. The insurance promise both strengthens MultiMaster's brand — and means that the insurance company, not the retailer, will assume responsibility for carrying it out.
"There's no possibility of the customer coming back on the retailer," said Vunder. "You don't have to worry about the customer calling you up some day and saying the number has been disconnected."
Dick Fleming, the president of Ultra-Guard, said that there will always be a place for fabric protection services, given the wide variety of upholstery in the marketplace.
"You don't have the selection in those types of (performance) fabrics with high-end designers within the industry," said Fleming. "The industry is not going to use the kind of fabrics that are available today in that kind of situation.
"Also, we provide the application and service of a product. If they do have a spill and something happens to the fabric that they cannot remove themselves, we send out a highly skilled technician to take care of it for them."
Fleming pointed out that performance fabrics are used mostly in the contract and health care sectors, which typically don't have the type of personal relationships with their customers that a retailer has with consumers.
A competitive edge
Some retailers market fabric protection as a concierge service for clients, in which the furniture that they just purchased will be cared for in their homes. That provides a point of differentiation with competitors.
"The kind of people we look for when we hire a technician is someone who has been in the industry a long time and who is skilled with fine fabrics," Fleming said. "We don't want to send someone out there who doesn't know what chenille is, much less how to clean it. (Designers) are standing behind their product and looking after their interest, which is why they use us."
Troy Pait, president of Touch Up Solutions, pointed out that fabric protection might even be valuable to performance fabrics.
"If you had two identical cars and one had protection on it and one didn't, you would be more likely to go ahead and get the one that has it," he said. "I think even if you have performance fabric, the value added would be (attractive)."
Pait said that the idea is to bring people back. Touch Up Solutions specializes in selling cleaning and touch-up kits, which can bring the customer back to the store for more supplies — and an opportunity for a future sale.
"When you go into Lowe's or Home Depot, you go in to spend $20 and end up spending $200. "When you are stockpiling millions in inventory and $5,000 in care kits, it can make a big difference in getting the customer back to the store.
"If you have good service at a car dealer and they give you an oil change, if you have a reason to go back to the store you are more likely to buy something else."
Pait's firm supplies touch-up kits to Ethan Allen and Kincaid. He said that many customers prefer to do the work themselves — and Touch Up Solutions' products make it possible.
Alan Salmon, president of Montage Furniture Services, said that furniture protection is still needed in the industry.
"I don't think manufacturers of these performance fabrics are going to claim their product is stain-proof and I would hope sales associates aren't selling it that way," said Salmon. "There is still a need for the stain protection coverage that comes with furniture protection plans."
Salmon pointed out that coverage has broadened beyond stains, to include rips, tears and burns. Some plans cover breakage of frames and mechanisms within recliners.
"All of these things are beyond any advantage offered by performance fabric," said Salmon.
Salmon said that furniture protectants and the warranties that back the products provide consumers with additional peace of mind at the same time they provide retailers with an additional sales opportunity. But he cautioned that retailers should choose a reputable furniture protection firm with whom to partner, because the consumer's experience with the follow-up service will reflect on the retailer.
"It is only going to assist the dealer in forging a better relationship with the consumer if the consumer is satisfied with the service they get from the vendor," said Salmon. "The scary thing (is that) service industry statistics show that 8% of unhappy customers complain. Ninety-two percent just don't come back."
Salmon said his company's approach is to remember that it is in the service business — not in the service denial business.
"We are not looking for reasons not to service our customer's customer," he said. "We want them to buy more furniture, to buy our service and tell the dealer how happy they are with our service."
Brad Geddes, president and chief operating officer of Magi Seal, also said that his firm has moved more away from protection and more toward customer service.
"We sell a product that helps keep away stains and damage, but what matters to the retailer and the consumer is that they are responded to quickly and looked after," he said. "Customer loyalty is critical to the retailer's success. Part of our responsibility is to help achieve that so that, almost seamlessly, we are representing the retailer and that high level of service is being provided. We treat the customer as our very own."
Geddes said Magi Seal provides three kinds of service — treating furniture in the home in front of the customer, facilitating treatment by the retailer or providing a kit so that the consumer can apply the chemicals themselves.
"Whether it is accidental damage or staining, then they want someone to deal with that problem," said Geddes. "Retailers don't want to deal with it...and independents can really use this to set themselves apart."
At Guardsman, a division of Valspar, sales growth of protection plans and products has been steady over the past three years, in the key markets of the United States, United Kingdom and Australia. Officials attribute the growth to improved service in the call center and in the field, technology upgrades to company processes and a concentration on building stronger relationships with customers.
Guardsman prides itself on being "the finish to finish" provider for all types of furniture, from the Guardsman coating applied to the furniture during the manufacturing process to its retailer and consumer-applied products, said Kate Bass, Valspar vice president and Guardsman general manager.
"Service is at the core of all that we do," said Bass. "We believe that we have a responsibility to our customers, the retailers and the consumers, to our service staff, and to our technical experts in the field. We continue to add innovative technologies to the process, as well as new and improved services."
