With a client base that goes well beyond Williamson County, it might seem that Carpet Den Interiors relies on a very complex data system that tracks customers and analyzes their buying habits in the most intricate of details.
One might surmise that it must have a whole squadron of bean counters and IT experts who are feeding in all kinds of numbers to obtain all sorts of facts on customers and potential customers.
But it’s actually much simpler than that. The real reason for the family-owned and operated store’s success over the past 38-plus years can be boiled down to good old-fashioned customer service — and enthusiastic word of mouth.
“We’ve been very fortunate,” says Traci McCormick, Carpet Den Interior’s retail sales manager and daughter of the company’s co-founder, Rick McCormick. “Being in business for as long as we have, we have a lot of repeat customers, a lot of referrals. We have a great customer base.”
Those customers have looked to Carpet Den Interiors for flooring and other home improvement needs since the store opened its doors in 1978. Rick McCormick began the business with his mother, Joanne McCormick, off Concord Road in Brentwood. Expansion needs led to its moving more than 17 years ago to its current location at 264 Mallory Station Road in Franklin where it has doubled its showroom space and opened a large design gallery. The company has both a retailers and a builders division.
As its name indicates, Carpet Den Interiors has just about any type of carpet a homeowner might want. The store stocks a wide range of brands, styles, colors and fiber types, and the sales staff knows the product from one end of the showroom to the other.
But the company also offers many other types of flooring, from hardwood to tile, from laminate to luxury vinyl. In fact, with customers from every corner of Williamson County and throughout the midstate, Carpet Den Interiors is the No. 1 flooring retailer in Tennessee.
It also stocks a large selection of area rugs, ranging in a variety of sizes and featuring traditional, hand-knotted and contemporary. “We also have our own line of draperies that we stock in the store, and we expanded into doing window treatments and custom draperies,” McCormick says.
Currently trending in the world of flooring is hardwood, and it isn’t just for the family room anymore.
“Hardwood as a flooring choice is growing extremely fast,” McCormick says. “We’re putting it throughout the entire downstairs, then adding pretty rugs on top of the hardwood. As far as trends on hardwood go, a lot of customers like the soft scraped look to the wood,so it’s not so smooth or perfect — so if you were to damage or scratch the wood, it’s not noticeable.
“The wider planks are trending right now. Last year we were seeing a lot of 5-inch-wide hardwood being installed but now we’re seeing 7-inch and 8-inchwide planks. As far as species of wood, we’re selling a lot of hickory hardwood. It’s hard to hurt it, and it performs very well.”
Carpet Den Interiors has a top-notch team of designers and installers, and the company goes to great lengths to ensure the look of the flooring meets the customer’s expectations and that the installation is done right.
“We install everything that we sell, and we offer installation warranties,” McCormick says. “All of our inside sales associates have a design degree. So if a client were to walk through the door and needed help on a design, we’re here to help the client make the proper selection. We come out to the home at no charge. We will offer our opinion on what would look nice and what would be in their budget, and we can do the house from top to bottom in one stop.”
Franklin homeowner Jenny Acuff and her family were particularly pleased with the recent service they received from Carpet Den Interiors. They wanted hardwood for their downstairs, and decided to have part of it installed in March of 2016 and the rest in October. They also had an issue with their subflooring, and said the staff at Carpet Den was very accommodating in meeting their needs.
“I’ve been very pleased,” says Acuff, who also purchased carpet from the store in November. “We live in the house, so it’s not like it’s an unfinished house they were working in. We live in an older home with all the things that come with an older home, and they were very kind to it as they took my downstairs apart and then put it back together.”
The follow-up is a key component of the quality customer service Carpet Den Interiors offers to its clients, according to McCormick.
“The homeowner may not always see what we see,” she says. “We’re the flooring experts, so it’s important to us to go out and see everything we do.”
Carpet Den Interiors
264 Mallory Station Road
Monday – Thursday, 8 a.m. – 5 p.m.
Saturday, 10 a.m. – 4 p.m.
Closed on Sunday