NEW PRODUCTS AGGRESSIVELY PROMOTE VALUE ADVANTAGES,
GIVE STORES MORE OPPORTUNITIES

ORLANDO--It’s called “Continuous Concept Renewal,” and it’s a core principle behind Mohawk Floorscapes.  Every product and program within the Mohawk Floorscapes concept is subject to routine review and scrutiny—all designed to give dealers stronger selling advantages. 

For 2009, Mohawk Floorscapes is rolling out a series of new products and marketing support designed to boost profitability in an ultra-competitive marketplace.

The Rebranding of CustomWeave

The CustomWeave brand is recognized as a source for innovative style and quality, and Mohawk is revitalizing the brand exclusively for Mohawk Floorscapes dealers for 2009. 

This is the most heavily researched program ever offered to Mohawk aligned dealers.  Two independent research firms, working with more than 50 dealers in North America, identified how women in the middle of a flooring purchase shop for carpet, how they define “fashion,” what brands they recognize, and what displays are easiest for them to use. 

Researchers also looked closely at how retailers and sales associates sell upscale products.  The result of this was a detailed understanding of how consumers interact with store displays and salespeople—and an opportunity to sell more high-profit goods.

“An average Floorscapes dealer sells about 400-500 yards/week or about 8-10 50 square yard jobs each week,” said Manny Llerena, Vice President of Retail Marketing.  The store probably has a 50% closing rate.  The new CustomWeave Boutique is designed to help retailers trade up consumers. When you look at the numbers, that can mean a significant increase each year.”

Llerena said that the CustomWeave Boutique is designed to fit into current store layouts.  The program also offers an expanded 90-day customer satisfaction guarantee, a 20-year warranty package, special retail sales associate incentives, an exclusive assortment of products, and strong web support.

In addition, Mohawk has teamed up with HGTV personality Taniya Nayak, star of “Designed to Sell Washington D.C. ” to be the exclusive spokesperson for the CustomWeave line.  She will support Mohawk

Floorscapes retailers in a series of advertising campaigns, merchandising, and web-based communications.

The SmartStrand Color Story

Mohawk’s SmartStrand^® fiber has been the most successful introduction in company history.  It began as an innovative fiber story.  Then it became a remarkable environmental story with the introduction of SmartStrand^®  fiber made with DuPont™ Sorona^® renewably sourced polymer.  Now the story becomes even more compelling.  Mohawk has expanded the color palette for SmartStrand to include 62 colors and six new styles.  Supported with SmartStrand fiber made with DuPont Sorona renewably sourced polymer merchandising, this line is consumer friendly and inviting.  

“Again, it’s a presentation of value,” said Llerena.  “SmartStrand offers it all—softness, style, color, durability, lifetime stain protection, and an environmental benefit.   This new presentation will give stores a way to showcase one of flooring’s most popular products in a way where consumers can immediately see all that it has to offer.” 

New style options include three textures, two friezes, and a pin dot pattern. Llerena also noted that the textures and friezes include a new SmartStrand yarn with better performance characteristics:  Better softness.  Better durability.  Better stain protection. 

“Mohawk SmartStrand—it’s just better,” he said. 

New Soft Fibers

Mohawk is showcasing two new soft fiber introductions at the Mohawk Floorscapes convention, EverStrand XtraSoft and UltraStrand UltraSoft.  These products utilize advances in technology to give retailers new competitive advantages.

“Polyester continues to grow in popularity, and even though it is developed inherently soft, we have found a way to make it even softer,”  Llerena said. 

EverStrand XtraSoft is a new BCF polyester that offers a superior level of aesthetics, performance, and feel in the category.  Llerena said there are 12 products being introduced in mid to heavy weight styles (40 ounces and above).  “It’s a quality, durable, and very comfortable product,” he said. 

The new UltraStrand UltraSoft fiber utilizes a new heat-set technology that incorporates an enhanced level of softness into the product.  The nylon has performance characteristics like premium soft nylons, and can be merchandised to demonstrate extra value to consumers.

New Hardwood Merchandising

Mohawk introduced more than 150 new hardwood SKUs in 2008.  For 2009, the key is to merchandise the value they offer.  A new information kiosk is being introduced to create a focal point within the hardwood department for consumer information.  The Innovations Kiosk is a three-button video monitor that will display an attractive loop of room scenes. The consumer is invited to view clips on three exclusive Mohawk advantages:  GreenWorks, UniClic Technology, and Scotchgard Protector Advanced Repel Technology.  The videos help guide her choices to the right products for her home and personal style.

A New Emphasis on Scotchgard to Create Value in Competitive Categories

Mohawk introduced Scotchgard Protector with Advanced Repel Technology because of its ability to protect against catastrophic stains and marks.  But consumers are buying it because it stays cleaner. 

Over time, hardwood finishes develop microscopic imperfections that can trap dirt and diminish the floor’s shine.  Even after cleaning, the floor may appear dingy. 

On a floor treated with Scotchgard Protector Advanced Repel Technology, the treatment forms a barrier that helps stop dirt from accumulating in minute scratches and crevasses.  Since it’s on the surface, it can be more easily cleaned away. 

Since the technology is exclusive to Mohawk, dealers have discovered they can use Scotchgard technology to differentiate products in very competitive categories like red oak. 

“Mohawk 2008 hardwood introductions gave dealers multiple products offerings with the technology.  And on the sales floor, the value we offer makes a big difference,”  Llerena said. 

New Laminates Fit Perfectly Into High Profit Niches

Mohawk is also rolling out two new high-value laminate products.

Venti Hills series blends exotic hardwood looks with a high gloss, piano-like finish and is available in five styles including Mahogany, Java Mahogany and Sun Kissed Mahogany. Microbeveled edges accentuate the rich colors.  

The Montclair series boasts a soft scraped look which adds visual drama and sophistication to any room of the home. Surface details are reminiscent of true hand scraping techniques with planks featuring a subtle contour and slightly scraped pillowed edges. Four styles are available:  Warm Cherry, Amber Maple, Chocolate Maple and Mocha Hickory.

New Ceramic

Three new ceramic products are available to Mohawk Floorscapes dealers for 2009.  Giardino has the appearance of slate and the ease and maintenance of porcelain with a smooth surface and square edges. Inkjet technology bring an increased clarity to the product plus a three-dimensional appearance and a multitude of graphic variations from tile to tile. It is available in 20” x 20”, 13” x 20”, 13”x 13” and in three colors:  White Mountain, Sunset Dune and Ember Forest.

Caldera Glazed Ceramic is a floor/wall combination that emulates natural stone and highlights characteristic soothing tones at a desirable price value. Caldera features a smooth surface and square edges and is perfect for any interior application. This series is offered in three colors: Bianco, Beige and Noce and is available in 18”x 18”, 13”x 13” and an 8”x 12” wall tile.

Seguro Glazed Porcelain Floor Tile brings out the beauty and sweeping variation of natural stone. It’s available in four rich colors: Tanned Beige, Golden Caramel, Bronzed Russet and Sunlit Fawn and is offered in two sizes: 20”x 20” and 13”x 13”.

“Everywhere, there’s a value story,”  Llerena said.  “Mohawk Floorscapes dealers not only have very competitive products, but they have the reasons behind them to convince consumers to buy.”

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Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, laminate, wood, stone, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Ralph Lauren, Lees, Bigelow, Dal-Tile, American Olean and Quick-Step. Mohawk's unique merchandising and marketing assist our customers in creating the consumers' dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.

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