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Shaw Floors opens registration to aligned retailers for fall sales event

shaw_corporate_logo_2015_highresDalton–Shaw Floors has opened registration for its fall national promotion, the Shaw Friends and Family sales event, to Shaw Flooring Network aligned retailers who participate in the company’s consumer financing program. Registration must be completed by Aug. 25 and the promotion, which includes a broad assortment of Shaw, Anderson and Tuftex styles, will run from Oct. 1 to Nov. 11.

Specific details of the promotion may be found online at ShawNow.com and benefits include a downloadable coupon of up to $1,000 dollars in savings and 24 months special financing. Shaw Floors’ Spring Anniversary Sale saw record retailer engagement and aligned retailers who took advantage of the special financing option reported increased average ticket sales and enhanced customer retention.

“The coupon was the primary trigger in this offer and had a big impact with consumers,” said John Staff, owner of Staff Carpets. “The sale helped us exceed daily sales goals and our business is currently up 40% compared to last year.”

Shaw’s consumer concierge team also reported feedback from consumers that indicated the special financing offer was the “determining factor” in their decision to purchase flooring, even convincing many to upgrade to the flooring styles they wanted most, during the promotional period.

“The Shaw Friends and Family Sales Event is one of the many ways we support our aligned retailers,” said Adam Ellis, residential marketing programs and communications manager. “We listen to our retail partners and value their input and opinions. When something works, we try to do more of it. And if something isn’t as successful as we’d hoped, we glean improvement insights from our partnerships to enhance the promotional mix for future events. We work together–it’s what being part of the Shaw Flooring Network is all about.”

For details on registering for Shaw Floors’ Friends and Family Sales Event, visit ShawNow.com and sign up by Aug. 25, 2017. For more information on Shaw’s financing program, contact the Synchrony Enrollment Center at 866.209.4457.

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Solutions: Mohawk arms its aligned dealers with tools for success

December 19/26, 2016; Volume 31, Number 14
By Lindsay Baillie

 

screen-shot-2016-12-16-at-4-13-43-pmDallas—If one thing was made clear at the Solutions convention here recently, it’s Mohawk’s unwavering commitment to the success of its retailer partners. From a bevy of new innovations spanning the entire soft and hard surface spectrum to refreshed displays and digital marketing tools, Mohawk is working hard to help retailers achieve their goals in 2017 and beyond.

The three-day event included extensive showroom hours, Mohawk University sessions, product demos and information sessions—all of which explored the company’s new solutions, products and tools.

To complement Mohawk’s new product introductions was a vast showroom highlighting the company’s latest displays. Showcasing both hard and soft surfaces, the displays are scaleable and interchangeable. “We have several different ways that we show product and for the first time, from what we’re hearing from our retailers, with not a tremendous amount of investment they’re going to be able to position their in-store retail environment in a really unified, consistent, one-notebook way across soft surfaces and hard surfaces,” said Karen Mendelsohn, senior vice president of marketing, Mohawk. In the past Mohawk has had bigger fixtures that made it look like the company was selling merchandising instead of flooring but with these new displays, “Product is hero,” she added.

Retailers have also picked up on this change. “I think [the new displays] will work well,” said Yolanda Donaldson of Donaldson Flooring, Solano County, Calif. “I like the way they look. They don’t take up a lot of room. I also like how they’re more streamlined so you can get more in your store.”

Looking at the hard surface displays in particular, Donaldson appreciates the new sample sizes. “I like that the boards are bigger so people can get more of a look at a big, long piece instead of a little square,” she explained.

Mohawk, known for its innovation in carpet, also introduced SmartStrand Silk Reserve, a product the company says has managed to make silk feel even softer. The new line comes in a better/ best solid offering with a 50-color palette, multi-color offering, tonal offering and different pattern constructions.

screen-shot-2016-12-16-at-4-13-28-pmDealers like what they’re seeing so far. “I’m really excited about the Silk Reserve, which is a little bit different as far as the denier of the yarn,” said Sandra Molski, owner, Flooring & More, Janesville, Wis. “It’s even softer, which is just completely incredible to me that they were able to make silk even softer. But I’m really excited about the loops because they’ve got a lot of [tones]; the colors really hit the mark with lots of gray which everyone is going for right now.”

In addition to the look and feel of SmartStrand Silk Reserve is the product’s marketable story. With the tagline “Durability to the Max” SmartStrand Silk Reserve features Max, a 5,400-pound rhino as its mascot and durability tester. Marketed as a product that can stand up to the messes of a rhino, this product has intrigued many retailers.

“They’ve done the rhino, they’ve done the elephant challenge and recently there was a Tough Mudder competition, so what the fiber offers is truly revolutionary,” said Michael Kundert, owner, The Pad Place, Sarasota, Fla. “Its ability to cleanup and its durability makes it definitely a winner. Everybody is looking for these pet-proof items. What could be more pet-proof than rhinos and elephants compared to dogs and cats? This type of marketing will drive sales towards it.”

In keeping with its strategy to present itself as a total flooring company, Mohawk introduced a full line-up of hard surfaces, including the company’s unique rigid core SolidTech line. Mohawk has placed this product in its own category, stating that it is different from LVT. SolidTech utilizes Mohawk’s uniclic multi-fit technology and is available in three collections: Galvyn, Revella and Vershire.

SolidTech and its marketing companion Doug the Pug excited many retailers with the product’s durability and waterproof capabilities. Donaldson, for instance, believes this product will help her business because customers seem to be interested in buying similar products. “I think it’s going to work out really well,” she said. “This seems more durable than the others.”

screen-shot-2016-12-16-at-4-13-20-pmOther hard surface offerings of note include new ceramic tile and laminate offerings. There are five new ceramic tile collections including, Amelia Manor, Donovan Manor, Bartlett, Marianna and Accent Statements. These different styles incorporate wood, linear and marble looks.

From Mohawk’s new laminate offerings are four collections inspired by modern European palettes and reclaimed looks. These collections include Reclaimed Spirit, Wooded Vision, Artistic Creation and Painted Charm.

With respect to wood, Mohawk presented four new introductions. Weathered Vision, Modern Vision and Coastal Impressions are 9⁄16-inch thick x 7-inch-wide, three-ply core products made in the U.S. with Mohawk’s TruFinish 50-year warranty. Vintage Vintique is a ½-thich, 7-inch-wide product featuring TruFinish.

Lou Morano, president and owner, Capitol Carpet and Tile with six locations in Florida, summed it up this way: “I think the laminates and the hardwood are probably some of their best introductions from the new products that they’ve come out with. The longer planks, wider widths, styling and coloring altogether were some of the best they’ve had in years. I think we’re going to do really well with them and they’re priced right.”

 

Sales support
screen-shot-2016-12-16-at-4-13-34-pmIn an effort to help retailers at all levels of business, Mohawk has introduced Omnify, a digital marketing product that creates what the company calls “simplified connected retail” and provides aligned retailers with brand integration (FCNews, Nov. 21/28).

The platform provides what Mendelsohn called “omnichannel solutions” for retailers, which will enhance the customer’s online, in-store and product experience. Through this platform content is automatically updated to a retailer’s website which allows for seamless transition of product and sales information between Mohawk and aligned retailers.

David Beebe, owner of Stoneridge Carpets in Reed Springs, Mo., embraced the concept. “We currently do everything that Omnify does, per say, through an advertising company. I think there’s a little savings for us and I think it’ll be done much better. It’ll consolidate what we’re doing and do it better.”

 

 

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Mohawk’s Omnify gives dealers proven tools to succeed

December 5/12, 2016; Volume 31, Number 13         

By Steven Feldman
omnifyMohawk is gearing up for 2017 by arming its aligned dealers with a bevy of tools to help them effectively battle in an increasingly competitive retail landscape. Aside from a plethora of new product innovations across its soft and hard surface platforms, Mohawk is unveiling a new marketing innovation that will enable aligned dealers to easily integrate their in-store experience with Mohawk’s product innovation and campaigns to create a significantly enhanced online presence.

Dubbed Omnify, the new initiative is designed to help dealers integrate many of the important social search, reputation management, website, lead management and retailer locator applications that are critical to creating quality leads and driving traffic to local retailers.

“This is a reflection of what we are seeing in today’s market,” said Karen Mendelsohn, senior vice president of marketing, who is now charged with optimizing the aligned dealer program. “Consumers are doing much of their decision making online prior to purchasing in-store. We feel it’s our responsibility to ensure that our aligned retailers are able to differentiate themselves in the market and create stickiness early in the decision-making process with consumers.”

The main idea, according to Mendelsohn, is to provide a seamless purchase journey that makes it easy for consumers to learn, compare, trust and decide to purchase its products from aligned retailers. The key to the program, she stressed, is local marketing. “One of the lessons we’ve all learned from this past election is that decisions, whether political or purchase-related, are made locally, and with that in mind we are going to ensure everything we do—product, design, service, merchandising online—recognizes and enables our retailers to do what they do best in their local communities.”

Through various components, Omnify:

  • Improves retailers’ social reach with enhanced content syndication and automation to capture and converse with new audiences while building brand recognition and loyalty.
  • Employs the best practices to convert potential customers into qualified leads across the consumer-purchase journey.
  • Tailors the retailer’s digital storefront to engage consumers, promote enhanced content and offer an elevated online retail experience.
  • Proactively builds and strengthens the local reputation of retailers through ratings and reviews to gain consumer loyalty and improve search rankings.
  • Attracts new customers and simplifies the purchasing decision by offering convenient product catalogs to browse through multiple channels engaging consumers.
  • Increases store visibility and improves search rankings with managed local listing services to guarantee consumers can find Mohawk’s aligned retailers.
  • Builds trust and confidence with consumers by connecting the online journey with an elevated in-store experience.

At your service

Mohawk not only helps aligned retailers provide excellent service for their customers, but it also seeks to enhance the ease with which its retailers do business with the company and “provide them with the speed and excellence in execution they desire,” Mendelsohn explained. To that end, Mohawk is upgrading a number of its systems, including ordering, order tracking, inventory status, shipment scheduling and customer relationship management to accomplish this goal. “Additionally, we are putting a great deal of emphasis on the robustness of the support we provide them when we launch new products, inclusive of campaigns, sampling, in-store merchandising, online support and online promotions.”

Ease of doing business with Mohawk is also illustrated in its recent restructuring of the soft and hard businesses with unified functional support in marketing, manufacturing, sales, etc. “Unlike when we started our aligned program, our retailers are not just carpet retailers any longer,” Mendelsohn said. “They provide the local product, local support and local service across all surfaces and price points because that’s what the consumer demands. We will be the retailer’s preferred supplier.”

 

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Mohawk’s Houzz marketing program available to aligned retailers

mohawkCalhoun, Ga.—Mohawk Flooring is providing a new marketing program for its aligned retailers in 2017 through a new program on Houzz, the leading platform for home remodeling and design. As part of Mohawk’s Houzz Pro+ Local Marketing Program, its retailers will have access to Houzz’s technology and marketing capabilities to reach a localized community of homeowners actively renovating or redecorating their homes and searching for professionals, vendors and retailers.

As part of this program, Houzz will provide Mohawk aligned retailers with a suite of marketing services designed to heighten awareness and increase exposure among this targeted in-market demographic. Retailers participating in the program will benefit from enhanced directory placement, local photo stream exposure and other discounted services unique to Houzz, with full support from both Mohawk Flooring and Houzz.
“We’re excited about this new program with Houzz, which will provide our aligned retailers with access to Houzz’s proprietary platform, giving them the tools they need to reach such an important demographic,” said Mollie Surratt, Mohawk’s senior director of public relations, content and social media. “Houzz’s technology is designed to help homeowners find vendors and retailers, and we’re thrilled to be able to provide our retailers with a program that will get them in front of homeowners looking to purchase new flooring.”

Mohawk will be unveiling the new program at the company’s upcoming Solutions Convention in December in Dallas, Texas.