Ending consumer confusion in the countertop ‘biz’

How consumers can go from confused to enthused about Premium Decorative Surfaces

Premium Decorative Surfaces.  These three little words are bringing a renewed excitement to the countertop industry.  And - what’s more – defining “Premium Decorative Surfaces” is bringing a clear, concise vision to the everyday countertop consumer.

Ok, so what the heck are Premium Decorative Surfaces?

When you move beyond the realm of laminate countertops, you have entered into the world of Premium Decorative Surfaces.  From quartz to granite, from solid surface to soapstone, these “higher-end” surfaces are what consumers look for when they want to bring a definitive and “upgraded” style to their kitchen and bath countertop.  Not only is the countertop often the focal point of any kitchen or bathroom, it is the most highly used surface in the entire household.  It is understandable, then, that there has been a strong consumer focus on searching for the “perfect” countertop material.  However, once the search for the “perfect” surface begins, so also begins the phenomenon known as “consumer confusion”.  Consumers now, more than ever, are confused about all of their options and are confused about the overwhelming amount of information that is available to them.

Consumer Confusion: How it all Began

Let’s take a trip back in time to the year 2000.  Laminate was essentially the only available material in terms of countertop surfaces.  With the limited scope of options to countertop consumers, certainly there had to be a surface that would bring a renewed interest to this seemingly single-product industry.

Enter Granite.  Heavily marketed as “the next best thing”, consumers became enthralled with the elegance that came with a hard and shiny stone countertop.  And so the industry trends began to shift dramatically towards granite.  From homes to apartments, restaurants to offices, this relatively unknown material just a few years prior had become an industry giant in the world of residential and commercial design.

With its growing hold on the countertop market share, granite became the go-to material for anyone in search of a premium countertop.  However…

Here is what could not be predicted: although many consumers wanted to keep up with the growing trend of purchasing granite for their homes, other consumers wanted to differentiate and find a countertop material that better fit their lifestyle.  And here, it was in this moment that the “robotic granite buyer” began to disappear and the “confused consumer” was born.

With so many options, how can I choose?

The answer to this question, my friends, has become extremely convoluted.   The Premium Decorative Surfaces category can easily encompass a confusing number of options.  And with all these options available, which information can you trust?  Who can you trust to provide you with the right information?  And, most importantly, how can you realize that choosing the right countertop does not begin with reading the latest “home trends” magazine or watching a design show on TV - it begins with finding the perfect countertop material for your lifestyle?

This may seem like a simple enough idea, but let us take a look at some of the available countertop surfaces in the market today:

• Granite
• Quartz
• Solid Surface
• Limestone
• Soapstone
• Glass
• Stainless Steel
• Tile
• Marble
• Exotic Wood
• Concrete
• Recycled Materials

While some of these surfaces are perfectly suited for specific applications, not all surfaces are perfect for your home.  Some countertop materials are natural and beautiful but can be high-maintenance, while others may be more economical but don’t fit your lifestyle needs.  This, in conjunction with the elements of an unstable economy, means that now – more than ever – there is a growing need to be certain that you are sinking your money into the right Premium Decorative Surface.

 

Putting Two and Two Together

We know that lifestyle considerations are important when choosing a countertop surface. We know that value is an important factor in choosing the right countertop surface.  So what next?

Amongst the plethora of available surfaces, there is a clear delineation between two – yes, only two -varieties of Premium Decorative Surfaces: those that are hard and shiny and those that are seamless/integrated.

Hard and Shiny Surfaces vs. Seamless/Integrated

No matter who you are and what your everyday life entails – whether you’re a mother of three or a bachelor in the city - if you can take into account the various qualities of these two types of Premium Decorative Surfaces, you will be able to make a more educated decision and choose the surface fits your lifestyle.

And So Ends the Confusion

As with every decision we make in our everyday lives, we are faced with weighing the outcomes of our decision.  So why should choosing a countertop be any different?  If the design industry can lean away from suggesting a product and begin to suggest a product for your lifestyle, then you can make an educated, assured decision.  It is with this simple idea that you, as the consumer, can stop being confused and can become confident in choosing the perfect countertop surface for your home.