STORES Magazine -August 2017 - 17

certainly through our own channels on Twitter,
Facebook and Instagram.
Customers come in all the time with photos
from the luxury bathroom at the hotel or spa
they stayed at or a restaurant they visited.
When they show us the pictures and say, "I'd
like to do it like that," we help them lay it out.
We select the tile with them. We want them to
know that good style can be theirs too, and that
we have great products for their home. We want
to provide our customer with the inspiration
to see what might be possible. We want them
to know that we're here to help and to provide
excellent advice.
We want the style and the personality of the
homeowner to come alive. I think that is one
of the big differentiators for the company is
allowing the personality and the experiences
and the skills of our employees to show through
in a very authentic way.
How do you train your in-store sales force?

It actually begins with hiring. We want to
hire people with strong convictions of service
to customers. Once you have that person ...
then we can teach them about tile. We can teach
them about installation or how to lay out a
design. And before any salesperson goes onto
the floor, they learn to mix up thin-set and how
to grout tile. They need to understand how to
lay out a herringbone pattern.
When you have that hands-on experience,
it's just like anything in life - when you have
greater conviction you have greater confidence.
You're able to talk about your own personal
experiences, which I think gives that authentic
feel for anything, including selling tile.
What can you tell us about
your trade customer?

Over the past several years, The Tile Shop
has placed importance on working with trade
professionals. We have created a number of
programs designed to become true operational
business partners and today our trade pros
represent one-third of our business. We have
three core constituents on the trade professional
side. One is the custom home builder. One is the
tile contractor or general contractor, and the
other is the interior designer.

in addition to picking up their customer's order.
We have an area where they can take care of all
those things in the back of the store. We have
mobile point of sale and inventory lookup.
Everything is digital within the store, so
there's not someone having to run to a computer
and go through a traditional checkout area.
We've made that quite appealing for many of
our pros.
What kind of programs do you have for trade
professionals?

We offer net 30 account financing, comarketing programs, customer referrals,
networking events, installation training and
new digital capabilities including collaborative
design tools and a customer portal.
One of the great things we offer our
professional customer ... [is] confidence that,
when they send their customer in, we will get
them to 'Yes.' They have confidence that we'll
guide their customer through that process. We'll
guide them through the selection and picking
out the accessory pieces, and making sure the
colors match, and making sure it meets their
timeframe for installation.

"We try to have
600 or so
[products] displayed
somewhere in the
store. For every
other [product] we
carry, these will
have a QR code,
and the QR code
will bring up the
tile ... on their
phone of that
product installed
at one of our
other stores."

Are the stores zoned for their business needs?

The home builder and contractors are likely
coming in the back of the store, which is a
warehouse where they're picking up [materials]
STORES.ORG

Janet Groeber has covered all aspects of the retail industry
for more than 20 years. Her reporting has appeared in
AdWeek and DDI Magazine, among others.
STORES August 2017 17


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine -August 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
Hot 100 Retailers
Forward Thinkers
Personalized Pricing
C2W
Q&A
Store Operations
Omnichannel
Marketing
Online
Finance
Business Operations
Startup Spotlight
Security
Fraud
STORES at 100
NRF Communities Update
End Cap
STORES Magazine -August 2017 - intro
STORES Magazine -August 2017 - cover1
STORES Magazine -August 2017 - cover2
STORES Magazine -August 2017 - 3
STORES Magazine -August 2017 - 4
STORES Magazine -August 2017 - 5
STORES Magazine -August 2017 - Editor’s Page
STORES Magazine -August 2017 - 7
STORES Magazine -August 2017 - President’s Page
STORES Magazine -August 2017 - 9
STORES Magazine -August 2017 - Retail Politics
STORES Magazine -August 2017 - NRF News
STORES Magazine -August 2017 - Trends
STORES Magazine -August 2017 - 13
STORES Magazine -August 2017 - 14
STORES Magazine -August 2017 - 15
STORES Magazine -August 2017 - Retail People
STORES Magazine -August 2017 - 17
STORES Magazine -August 2017 - 18
STORES Magazine -August 2017 - Hot 100 Retailers
STORES Magazine -August 2017 - 20
STORES Magazine -August 2017 - 21
STORES Magazine -August 2017 - 22
STORES Magazine -August 2017 - 23
STORES Magazine -August 2017 - 24
STORES Magazine -August 2017 - 25
STORES Magazine -August 2017 - 26
STORES Magazine -August 2017 - 27
STORES Magazine -August 2017 - 28
STORES Magazine -August 2017 - 29
STORES Magazine -August 2017 - 30
STORES Magazine -August 2017 - 31
STORES Magazine -August 2017 - 32
STORES Magazine -August 2017 - 33
STORES Magazine -August 2017 - 34
STORES Magazine -August 2017 - 35
STORES Magazine -August 2017 - Forward Thinkers
STORES Magazine -August 2017 - 37
STORES Magazine -August 2017 - 38
STORES Magazine -August 2017 - 39
STORES Magazine -August 2017 - Personalized Pricing
STORES Magazine -August 2017 - 41
STORES Magazine -August 2017 - 42
STORES Magazine -August 2017 - C2W
STORES Magazine -August 2017 - Q&A
STORES Magazine -August 2017 - 45
STORES Magazine -August 2017 - Store Operations
STORES Magazine -August 2017 - 47
STORES Magazine -August 2017 - Omnichannel
STORES Magazine -August 2017 - 49
STORES Magazine -August 2017 - Marketing
STORES Magazine -August 2017 - 51
STORES Magazine -August 2017 - Online
STORES Magazine -August 2017 - 53
STORES Magazine -August 2017 - Finance
STORES Magazine -August 2017 - 55
STORES Magazine -August 2017 - Business Operations
STORES Magazine -August 2017 - Startup Spotlight
STORES Magazine -August 2017 - 58
STORES Magazine -August 2017 - Security
STORES Magazine -August 2017 - 60
STORES Magazine -August 2017 - Fraud
STORES Magazine -August 2017 - 62
STORES Magazine -August 2017 - 63
STORES Magazine -August 2017 - STORES at 100
STORES Magazine -August 2017 - NRF Communities Update
STORES Magazine -August 2017 - End Cap
STORES Magazine -August 2017 - cover3
STORES Magazine -August 2017 - cover4
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