Scratch-Resistant Flooring for Pets: PetProtect™ Luxury Vinyl

Find out how to approach customers about this new flooring that stands up to pet claws and pet-parent fumbles.

There’s a new way to help pets and their people live more freely at home. STAINMASTER® PetProtect™ luxury vinyl flooring gives you another opportunity to put pet-friendly flooring in more rooms of a customer’s home.

It’s designed to be durable for a pet’s claws, provide pet-action traction for a pet’s paws, and be a cinch to clean when accidents happen. Combine it with STAINMASTER® PetProtect® carpet, and you have a solution that lets pets be pets throughout the home.

Here are the key facts about PetProtect™ luxury vinyl flooring, with advice about what to say to customers about the new scratch-resistant flooring product.

Scratch-resistant flooring

The details: A floor’s durability is even more important when you have the mad rush of pet claws across it. STAINMASTER® PetProtect™ luxury vinyl flooring has an advanced coating to aid in scratch and scuff resistance. The STAINMASTER® brand put the coating to the test in a full-service doggie daycare, and the coating withstood traffic from hundreds of pet claws.

How to use the claim: Back up this claim for scratch-resistant flooring with evidence. “The claw-shield coating was so much better than anything available that we had to come up with our own test to see what the flooring was capable of,” says Steve Ehrlich, director, Hard Surfaces—Performance Surfaces. “Our test far exceeds the industry standard. It uses gritty abrasive material (like sandpaper) that more accurately simulates scratching from dirt or sand underfoot.”

Claw shield resists fractures

The details: The hardness needed to resist scratching can come with a price: brittleness. But the claw shield coating on STAINMASTER® PetProtect™ luxury vinyl flooring is tough and flexible enough to resist fractures from impact.

How to use the claim: Assure the customer that STAINMASTER® PetProtect™ luxury vinyl flooring can stand up to energetic pets as well as pet parents who might, well, demonstrate the law of gravity. “The standard industry test for impact uses a lightweight ball dropped from a low height,” says Ehrlich. “The STAINMASTER® brand test uses a more realistic test that approximates real-world situations that occur in a house.”

Pet-action traction for your pet’s paws

The details: Hard-surface floors can be slippery, especially for older pets. But STAINMASTER® PetProtect™ luxury vinyl flooring has improved traction for pet paws, which was evident in real-world testing. “This benefit was first noticed by the professional dog handlers in our kennel testing,” says Ehrlich. “The dogs didn’t seem to slip on the PetProtect™ flooring the way they did on their flooring before the STAINMASTER® products were installed.”

How to use the claim: Encourage customers to touch the STAINMASTER® PetProtect™ luxury vinyl flooring sample in your store. They may even be able to feel the difference in their stocking feet. This feature is important, especially with older dogs (and their human parents), because slips and falls can be dangerous.

Pet accident stains are no problem

The details: STAINMASTER® PetProtect™ luxury vinyl flooring is 100 percent waterproof and resists pet stains, so when accidents happen, they’re a cinch to clean. Here again, STAINMASTER® tests exceed the industry standard, using more stains and colorants, including such real-world challenges as hair dye, shoe polish, and permanent marker.

How to use the claim: Talking about pet accidents with customers can be a little awkward. Use humor, and relate some of your own challenges with pet accidents. Put the customer at ease and assure them that STAINMASTER® PetProtect™ luxury vinyl flooring is up to the task.

Plentiful installation options

The details: There are three installation options for STAINMASTER® PetProtect™ luxury vinyl flooring: loose lay, direct glue-down, and click-to-lock. The best choice will depend on the customer, but some of the factors include whether the customer prefers to use adhesive, the amount of imperfections in the subfloor, whether the customer wants grout, and how much traffic the flooring will bear.

How to use the claim: “The click-to-lock and loose-lay systems are easier and faster to install than the glue-down option and may be a great choice for DIYers,” says Ehrlich. “But don’t let that dissuade you from suggesting direct glue-down. All are good options, depending on the customer’s needs.”

Color coordination between carpet and luxury vinyl

The details: The STAINMASTER® brand considered how different types of PetProtect™ flooring would look together. STAINMASTER® PetProtect® carpet and PetProtect™ luxury vinyl flooring options have been color coordinated.

How to use the claim: Pet parents want their pets to be free to play in any room. So show your customers the samples and demonstrate how the carpet and luxury vinyl flooring can work together visually. The result is a home that is welcoming for pets while being stylish for their parents. It’s a product that everyone can agree on.