MOHAWK MARKETING SERVICES BRINGS SUPPORT TO A HIGHER LEVEL
  

Online, Training, and Promotion Tools Allow Dealers To Reach More Consumers, Guide Them Into Stores, And Close More Sales

ORLANDO--Strong support tools are critical for retailers in the current business environment, and Mohawk is introducing a number of programs designed to streamline dealer operations and allow stores to focus on customers and sales.

Mohawk Consumer Finance Program Stronger Than Ever

Credit has been a key issue this year, and Mohawk is helping dealers by providing one of the strongest finance programs available.  Mohawk Consumer Finance Program is backed by GE Money, a lender that has a AAA rating and ample resources for helping dealers get competitive financing for consumers. 

Among the new tools is one that simplifies the credit application process.  A new in-store kiosk from Mohawk Consumer Financing allows customers to apply in the store and know almost immediately if they have been approved.  The secure kiosk can also provide credit line information, and encourage shoppers to look beyond their initial purchase intent.    The kiosk has produced a 20% increase in average store credit applications, plus a 30% increase in average ticket sales. 

“Even with the turmoil on Wall Street, Mohawk Floorscapes dealers can be very confident in the consumer finance program,” Llerena said. 

Retailer Web Tools For Professional Online Presence

Research shows that more than 70% of initial meaningful contacts between a new customer and a business now come through the company’s website. 

In flooring, research also indicates that consumers now actually visit about two stores before making a buying decision, and that shoppers are spending a great deal of time online researching flooring before driving to the store.  That means to reach many customers, a store website has to provide the information they need before they will think about coming to the store. 

Mohawk is addressing this in two ways for dealers.  First, dealers can attend a web tutorial class at convention taught by Michael Cheek, Mohawk’s Manager of Internet Technology.  Cheek has helped numerous retailers across the country enhance their web presences, and will be available to work with stores to make sure that their websites are visible to consumers shopping for new flooring.

Mohawk is also continually adding features to its websites.  One of the newest is “SPOT.”  SPOT is an acronym that stands for “Store

Profile Online Tool.” This newest feature— currently an exclusive to Mohawk Floorscapes Retailers — creates an enhanced listing as a part of the Store Locator on MohawkFlooring.com, Mohawk’s primary consumer website, visited by millions of people each year.

“Floorscapes Retailers can add a paragraph about their store, business hours, a storefront photograph and a link to their website,” Cheek explained.  Adding the information is a simple process through Mohawk’s retailer portal, MohawkToday.com. 

Consumers will notice the highlighted entries that indicate a store has a profile enhanced by SPOT. Additionally, consumers will  be able to choose a “favorite store”—a choice that changes the website completely. 

When a consumer chooses a Floorscapes store as the favorite, the whole website shifts transparently to feature information specific to Mohawk Floorscapes.  Product galleries and selections on award winning My Mohawk RoomMate (a consumer product selection guide) all change to Floorscapes specific products. 

Mohawk University Focused on Building RSA Skills

Mohawk University, recognized as the industry’s most comprehensive training resource, has enhanced its offerings for 2009, introducing a number of new courses targeted specifically at Retail Sales Associates.   The goal is to give RSAs  the tools they need to be more professional, critical with current business conditions.  In addition, Mohawk University will offer a new “Environmental Advantage” class that gives retailers ideas for improving the sustainability practices of their stores—and ideas for taking advantage of the influential “green” stories associated with many Mohawk products.  

New Advertising Tools

Mohawk has continued to be an aggressive advertiser, knowing that numerous market studies show that this can pay off in increased market share for both Mohawk and its retailers as the economy regains momentum.  

Mohawk continues to support dealers with national sales in the Spring and Fall.  For 2009, Mohawk’s  “Colors of Spring” sale will run March 29-May 3, and will be supported with national television and print advertising, a special financing offer, exclusive custom television spots featuring Chip Wade that dealers can run in their local markets, ad kits, point of purchase, and online support with special dealer locator functions.  

Mohawk has also created a new series of “anytime” ads that dealers can use for their own promotions.  Through Mohawk ADvantage (available to Mohawk dealers through the MohawkToday.com dealer portal), stores can access a variety of materials around a series of themed sales that can be conducted throughout the year.  Mohawk ADvantage allows dealers to get television commercials (prepared and customized), radio spots, newspaper ads, direct mail, vehicle wraps, in-store graphics, on-hold messages, room scenes, and even tips on how to put ads together all from one source.

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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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