Secure payments, stronger business: How flooring retailers use payment security to build customer trust

Jon Dozhier

How you handle payments can make or break customer relationships. For flooring retailers managing everything from small repair jobs to major home renovations, having robust payment processes goes beyond convenience. You also need to think about its effect on protecting your business and building long-term customer trust.

In this post, I want to show you why payment convenience and security can go hand-in-hand, and how choosing the right approach to integrated payments can set your business up for success. This is a follow-up to the presentation I shared at the Cyncly Connect Flooring event in May 2025, and the response was so positive, I feel the need to share it more widely.

First, let’s start with some basics about payments. Recent industry data shows that credit cards now account for over 63% of nationwide sales. Merchants using integrated payment solutions see transaction sizes increase by 2-5x compared to traditional methods. More telling still, businesses with embedded payment systems report that over 50% of invoices are paid the same day, dramatically improving cash flow.

But with these opportunities come risks. Payment fraud targeting retailers has evolved, and flooring businesses—with their unique mix of over-the-phone orders, will-call pickups, and large-ticket installations—present attractive targets for sophisticated scams.

Understanding modern payment fraud: The "pickup guy" scam

To start, let’s look at the dangers the payment process can introduce. One of the most common fraud schemes targeting flooring retailers follows a predictable pattern that every business owner should recognize:

A fraudster places a phone order for immediate pickup, often selecting high-value items like premium flooring materials. They pay with a credit card or ACH transfer over the phone, providing all the necessary information smoothly and professionally. Then, instead of coming themselves, they send a third party—often described as an "installer" or "pickup guy"—to collect the merchandise.

Days or weeks later, the original payment is flagged as fraudulent, often involving a stolen credit card. The retailer faces a chargeback, losing both the merchandise and the payment, while the fraudster has already resold the goods.

This scam exploits several characteristics common to flooring businesses: the prevalence of contractor purchases, the normality of third-party pickup arrangements, the high value of materials that are easily resold, and the trusting nature of established customer relationships in the industry.

How to use payment security to protect your business

1. Implement a verification protocol for new customers: For first-time customers or unfamiliar callers, it’s smart to require in-person payment for all orders, especially will-call purchases. Consider establishing a minimum relationship period before accepting remote payments from new accounts.
2. Create clear staff training protocols: Every team member should understand common fraud indicators: unusually large first-time orders, reluctance to provide standard business verification, insistence on immediate pickup, and vague or changing information about pickup arrangements.
3. Establish customer verification checkpoints: For phone orders, implement a callback system to the customer's listed business number. Require matching identification when merchandise is collected, and consider photo documentation for high-value pickups.
4. Limit remote payment exposure: Reserve phone and online payments for established, verified customers with a proven track record. Consider setting transaction limits for remote payments until customer relationships are established.

Building a secure payment infrastructure

Following a handful of principles to follow will serve you well as you build, improve or extend your payments solution.

• PCI compliance as your foundation. Payment Card Industry (PCI) compliance is essential protection for your business and customers. Modern payment solutions should offer point-to-point encryption, ensuring card data is never exposed or stored on your systems. This protects against data breaches and also removes much of the compliance burden from your business.
• Multiple payment options drive sales. Customers expect a choice in how they pay. Offering multiple payment methods including credit cards, contactless payments, and ACH transfers removes barriers to purchase and can significantly increase transaction sizes. The key is ensuring all methods maintain the same security standards.
• Transparent pricing builds trust. Hidden fees and unclear pricing structures damage customer relationships. The best payment solutions offer straightforward, month-to-month agreements with transparent fee structures and no early termination penalties. This transparency extends to your customers, who should clearly understand any fees they might incur.
• Embrace mobile and contactless payments. The flooring industry's unique requirements—from showroom sales to on-site consultations—demand flexible payment solutions. Modern mobile readers and smart terminals offer flexibility in payment acceptance so you can accept payments wherever business happens: in the showroom, at a customer's home for consultation, or managing an installation site. Advanced terminals provide real-time fraud detection, including detailed information about declined transactions (such as "card reported lost" or "insufficient funds") that helps distinguish between fraud attempts and legitimate payment issues. They also create a more professional impression, with less transaction friction so you can maintain high standards all the way through payment.

The importance of integrated payments

With the security steps described above, you might be wondering: what’s the need for “integrated” payments if you’re taking basic precautions?

Consider what you’re communicating to customers every time you share an invoice: the “quote-to-collection” part of the sales process. You want integration because the most effective payment systems connect seamlessly with your existing business processes. This means generating professional quotes that include clear payment terms, sending secure payment links for customer convenience, providing real-time transaction updates and status tracking, and simplifying reconciliation and accounting processes.

Integration also means you can manage flexible installation payment process. For example, milestone-based payment systems that align with project progress. This protects both you and the customer while maintaining cash flow throughout longer projects. It’s not easy if your payments system doesn’t communicate with your project management software.

And consider post-sale payment management. Your payment system should provide detailed reporting and analytics, easy access to transaction history for customer service, and simplified processes for handling returns or adjustments.

Why we offer Cyncly Payments

Cyncly Payments stands out from other payment solutions through its deep integration with the flooring industry's specific needs and workflows. It offers a unique "Payment Link" feature that enables retailers to easily capture payments through links sent via RFMS Core, RFMS Mobile, and Floor Manager, so customers can pay at their convenience without requiring an in-store visit.

This embedded approach within the RFMS and Pacific Solution’s ecosystems provide a seamless user experience for flooring retailers: more responsive screens, lists, and filters, while offering real-time information on declined transactions including specific reasons like "card reported lost" or "insufficient funds." The platform also includes advanced fraud management settings with full AVS (Address Verification Service) control, giving retailers the ability to manage risk in real-time.

The benefits to flooring retailers are substantial, and measurable. Cyncly Payments delivers faster payment processing with next-day funding and simplified reconciliation, while maintaining PCI compliance with point-to-point encryption for enhanced security. This approach has already proven successful with over 325 trusted dealers across 400+ locations. Every day, its helping flooring retailers optimize their daily operations while meeting customers where they prefer to conduct business.

Take it from Jeff Whitten, Owner of Jefferson Floor & Home LLC: “In 2023 I was introduced to Cyncly Payments and My Flooring Link, it’s been a game changer for me. I get paid faster, have fewer challenges with credit card approvals, and my fees have gone down. I really like Cyncly Payments, it’s a great system!”

Take action: Plan your next steps

I’d encourage everyone reading this to do three simple things if you have any doubt about how your payment process can meet your goals:

First, audit your current payment process. This is easier than it sounds. Are there gaps in your fraud prevention protocols, based on the high-level guidelines above? Do customers frequently encounter friction during the payment process? Are you missing sales due to limited payment options?

Second, train your team. Every staff member should understand both the technical aspects of your payment systems and the security protocols designed to protect your business. Regular training updates ensure everyone stays current with evolving threats and best practices.

Finally, plan for growth. Think through whether your payment solution can scale with your business. As you grow, you'll want systems that can handle increased transaction volumes, integrate with expanding business operations, and adapt to new market opportunities.

The bottom line

For flooring retailers, payment processing is more than just a transaction. It's a critical component of customer service and business security. By implementing robust fraud prevention measures, choosing secure and flexible payment technology integrated with your business software, and maintaining transparent communication with customers, you create a foundation for sustainable growth.

Retailers that thrive in a competitive environment are those that view payment processing as a strategic advantage rather than just a necessary expense. When customers feel confident in your payment security and appreciate the convenience of your payment options, they're more likely to choose you over competitors and recommend your services to others.

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