MOHAWK INTRODUCES NEW TOOLS WITH ONE GOAL: TO DRIVE MEASURABLE TRAFFIC TO LOCAL RETAIL FLOORING STORE

 

DALTON, Ga. Dec. 1, 2011— Connecting consumers with their local flooring retailer is one of Mohawk’s top priorities in 2012. The company introduced several exciting new tools at its Solutions 2012 aligned retailer convention designed to generate leads for retailers in effective, measurable ways.

 

“Today’s market is tougher for the retail flooring business than we would like, but there is business to be had. We just have to empower Mohawk’s retailers to capture it,” explained David Duncan, senior vice president of marketing at Mohawk. “We’re focusing more than ever on cultivating tools that will inspire consumers and motivate them to buy from their local flooring store. Best of all, these tools are measurable.”

 

Duncan says all of Mohawk’s new lead generation tools are based on comprehensive third-party consumer research conducted in recent months. Here’s a look at the new offerings available exclusively to Mohawk’s loyal retailer partners:

·         Enhanced Store Locator Feature: Mohawk’s consumer website, www.MohawkFlooring.com, now has an enhanced store locator feature. Mohawk retailers can easily update and customize this information using the newly enhanced Store Profile Online Tool (SPOT), which is accessible through Mohawk’s retailer intranet portal, www.MohawkToday.com.

·         New “Locate a Retailer” Facebook Tab: Mohawk’s consumer following on Facebook continues to grow each day. That’s why the company is launching a new tab on Facebook that consumers can click to locate the Mohawk retailer nearest to them. This new tool will allow consumers to do more than join the flooring conversation. They will now know exactly where to go to buy their floor.

·         New Dealer Statistics Report: Retailers can now visit www.MohawkToday.com at any time and access a real time report that tracks consumer lead generation. Retailers requested this capability, and Mohawk listened to their needs and created an analytic insight tool that outpaces the competition. Retailers can now view statistics, such as:

o    The number of consumer views of their retail store profile on www.MohawkFlooring.com.   

o    The number of consumers who clicked through to the local store website, after seeing the retail store profile on www.MohawkFlooring.com.

o     Specifics regarding the number of times a store’s social media links were accessed through the retail store profile on www.MohawkFlooring.com.

·         Friends and Family Program: Mohawk is leveraging its partnerships with numerous powerful companies, including GE, 3M, DuPont, Nestle and Sprint, among others, to boost store traffic for Mohawk’s aligned retailer partners. Employees of these select companies will have the opportunity to download an aligned retailer coupon, which will encourage them to buy flooring exclusively from Mohawk’s aligned retailers. Aligned retailers will use www.MohawkToday.com to opt into this program, which is highly customizable. Retailers have full control over which companies receive the “Friends and Family” offer.

·         Hunter Douglas Partnership: In response to the requests of retailers, Mohawk is bringing the world’s largest window covering manufacturer to its aligned retailer partners. Mohawk has negotiated special pricing, exclusive merchandising and program rebates with Hunter Douglas in an effort to further differentiate Mohawk’s aligned retailers from the home center channel. Consumer research shows that 74 percent of consumers who purchased flooring bought window treatments within six to 12 months. This partnership with Hunter Douglas has the potential to save consumers money in the long-term, as well as increase aligned retailer store sales. 

·         Dealer Website Services (DWS) Analytics Report: An online presence is more critical than ever as consumers use the internet first to browse for products and determine where they are going to shop. Mohawk helps retailers with their online presence through a program known as Dealer Website Services (DWS). DWS – powered by Intermark –  gives retailers the ability to create an affordable, customizable, flooring specific website that utilizes search engine optimization. New for 2012, Mohawk aligned retailers who take advantage of DWS now have access to an additional reporting tool that will give them greater insight into their business. Intermark will issue a semi-annual analytics statement that will provide a snapshot of consumer traffic and habits on the aligned retailer’s website. This will give aligned retailers a holistic view of their interactive marketing plan and help them to determine which efforts are working, as well as identify online areas in need of improvement.

·         The Financing Insights Report powered by GE Capital: The Mohawk Consumer Finance Program powered by GE Capital offers Mohawk aligned retailers some of the lowest negotiated rates offered in the flooring industry today. Research shows this exceptional financing program helps local retailers build store traffic and also increase average ticket sales. New for 2012, Mohawk and GE Capital will offer a Financing Insights Report, designed to help retailers better understand usage levels of their financing program. The Financing Insights Report offers the retailer a side by side comparison with industry peers in the following areas: average ticket size, promotional terms, and average sales within the last 12 months. The report also provides retailers with cardholder demographic information, which allows retailers to engage in a smarter, more targeted marketing strategy.

 

“Our lead generation tools encompass a variety of channels,” added Duncan. “We’ve worked really had to make sure our retailers capitalize on every available opportunity to connect with the customer in 2012. We want to give them assurance that no potential sale is missed.”  

 

Additionally, Mohawk continues to enhance www.MohawkFlooring.com to further motivate consumers to purchase flooring from their local Mohawk retailer. Consumers are now greeted with an enhanced product gallery that allows them to easily access lifestyle photography for inspiration. Consumers will also notice that www.MohawkFlooring.com is faster than ever, and the site includes new information that will educate consumers about the care and maintenance of their flooring. Mohawk continues to improve www.MohawkFlooring.com to increase search engine optimization (SEO), which ultimately helps boost web traffic to the local Mohawk retailer’s webpage.

 

 “These enhancements position Mohawk as the leading online source for flooring information and education,” said Duncan. “All of this is going to improve the consumer’s retail shopping experience and direct them to a Mohawk retailer when they are ready to make a purchase.”

 

 

# # #

Mohawk is a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of carpet, hardwood, ceramic tile, laminate, stone, vinyl, rugs and other home and business products. These products are marketed under the premier brands in the industry, which include Mohawk, Karastan, Columbia, Century, Dal-Tile, American Olean, Quick-Step, Lees, Bigelow and Durkan. 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.