Confused Customers Don’t Buy: Behavioral Pricing Lessons for Flooring Retailers
At the 2025 Shaw Flooring Network Convention, Melina Palmer—CEO of The Brainy Business and expert in behavioral economics—delivered the highest-rated breakout session: "The Truth About Pricing." And it hit home for good reason.
As Palmer put it, “Everything that happens before we get to the price matters more than the price itself.” For flooring retailers, this insight is a game-changer. Why? Because no matter how competitive or fair your pricing is, if the buying experience is confusing or overwhelming, the customer won’t bite.
Why the "Gray Space" Is Killing Your Sales
One of Palmer’s most memorable takeaways was this: “The worst place to be is the gray space between value and quality.” In other words, trying to be everything to everyone doesn’t work. Flooring showrooms that send mixed signals—like saying they're a luxury experience but constantly running sales—cause friction for buyers.
Showroom Pricing helps eliminate that friction.
By offering clear, consistent pricing directly on each flooring sample via QR codes, our platform helps showrooms commit to a pricing strategy that matches their brand identity. Whether you market yourself as high-end or value-focused, our tools support your positioning by reducing decision fatigue and making it easy for customers to compare options.
Framing and Anchoring: The Psychology of How We Choose
Palmer emphasized that “how you say something matters more than what you say.” This idea—called framing—applies directly to pricing in flooring showrooms. A simple switch from saying “This hardwood is $5.99/sq ft” to “Our most popular premium hardwood, now $5.99/sq ft,” can shift the customer's perception entirely.
Anchoring is another principle that can be used to influence customer behavior. As Palmer explained, “We need context to make decisions.” When customers scan a sample using Showroom Pricing, they now see comparable styles, price points, and options. This new feature creates powerful anchors, making it easier for them to understand what constitutes a good deal—and increasing confidence in their final decision.
Priming, Social Proof, and the Cookie Analogy
One of the session’s most talked-about moments was Palmer’s now-famous cookie story. She illustrated how subtle cues and priming shape our decision-making long before we think about price. The scent of cookies pulled customers in and got them buying. The loud street pitch, even with a better deal, pushed them away.
What’s the scent of your showroom?
Showroom Pricing helps you create a consistent, welcoming, and polished digital experience that starts from the first scan. From pricing transparency to product details to stock availability, we prime your customers with the confidence and clarity they need to buy.
And don’t forget social proof. Palmer reminded us: “You almost can’t overdo social proof.” Showroom Pricing makes every QR scan a chance to reinforce trust.
Loss Aversion and Scarcity: Nudging Action
People hate to miss out. “If there’s no threat of the loss,” Palmer said, “then there’s no reason to take an action.” Flooring retailers can harness this truth through promotions, limited-time offers, or soon-to-be-discontinued styles.
Showroom Pricing allows you to tag flooring samples with this kind of messaging and update it instantly. Whether it’s a countdown for a sale or a note that a product is being phased out, our tools create urgency in a way that feels clear, not pushy.
Smarter Sales Begin with Better Tools
At Showroom Pricing, we’re not just software—we’re your behind-the-scenes partner in creating a smarter, smoother showroom experience.
Our latest update will give customers insight into comparable options for each flooring sample, helping them explore more styles, colors, and price points with a single scan. That means more informed decisions, less confusion, and faster sales.
We’re constantly updating our tech to keep your showroom—and your team—on the leading edge. From syncing seamlessly with your CRM to tracking performance in real time, we help flooring businesses of all sizes stay efficient, organized, and ahead of the curve.
Your showroom’s not standing still. Neither are we.
Final Thoughts
Melina Palmer’s behavioral science framework, "It’s Not About the Cookie," is a vital reminder that price tags are just one part of a much bigger customer experience. Flooring retailers who understand how customers feel about pricing—not just what they see—are the ones who win.
With Showroom Pricing, you can put those lessons into action. Because when your pricing strategy is clear, your tech is up-to-date, and your showroom experience is seamless, customers don’t walk away confused. They walk away with new floors.
Ready to bring clarity to your pricing? Contact us to get your flooring showroom updated this year.
