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Nicki Rayburn 706/272-4961 e-mail

 

 

DALTON (May 25, 2007)—Research shows that one of the biggest obstacles to more carpet sales is simply confusion.

The carpet buying process is a complicated one, but now Mohawk is making it easy, thanks to a new merchandising system called Mohawk EasyChoice™. 

Thirty to forty percent of women who walk into a floorcovering store to buy end up postponing the purchase.  They postpone because they don’t understand their choices, and because of the fear of making a mistake.  Research suggests that people can postpone home furnishing purchases for as long as two years.

The Mohawk EasyChoice system helps eliminate the confusion and simplify the buying process.

By categorizing each carpet based on its performance characteristics, Mohawk EasyChoice does the consumers homework for her.  She has all the information she needs to make an informed, confident decision.  Choices are broken down into four simple categories—“Select,” “Preferred,” “Premier,” and “Elite.” Each category holds a vast array of products to satisfy consumer tastes and styles.  Mohawk EasyChoice also gives retail salespeople the opportunity to step customers up to better quality merchandise and improve dealer profitability.

“Mohawk has worked on numerous ways to help consumers get the information they need to make informed decisions about flooring,” said Jenny Cross, Brand Manager for Mohawk Residential Carpet.  “We know that making the customer comfortable with our products is critical.  Mohawk EasyChoice is the latest step in this process.”

EasyChoice coordinates product warranties with carpet constructions so that shoppers guide themselves and see the benefits of better quality merchandise.  “Research suggests that consumers often want to buy better goods than salespeople might suspect,” Cross said.  “And Mohawk EasyChoice helps them feel confident enough about their selections to opt for better carpet—and make the buying decision.”

Mohawk is including EasyChoice merchandising kits with display updates.  EasyChoice kits will be included with each 2007 card update package and are also available for those displays that do not have card updates this year.  Each kit includes a product listing by category, designators for each sample, and a new header for the display. 

To learn more about Mohawk EasyChoice, see your Mohawk representative or call 1-877-ASK MOHAWK.

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