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WFCA revamps online presence to streamline communications, expand member benefits

WFCADalton, Ga.—The World Floor Covering Association (WFCA) has unveiled its new website, which is part of the association’s overall initiative to expand benefits for members and enhance communications. Along with an extensive line-up of carefully curated content presented in an easy-to-navigate user interface, the site incorporates many of the features previously available at the association’s separate retailer- and consumer-oriented sites. The new consolidated web address is wfca.org.

The website offers a suite of tools and resources specifically tailored to meet the needs of the WFCA’s primary member base, the independent flooring retailer. It has marketing insights, growth and expansion guidance, and thoughtful advice for addressing key issues affecting the flooring industry. The site also provides answers and links retailers need to ensure they are running their companies at full capacity.

In addition, the site offers links to online learning through WFCA University, proprietary research, scholarship forms, an industry calendar, legislative updates from the WFCA’s own public affairs team in Washington, DC, staffing and consulting services, insurance options, extensive savings programs for members and other references and tools.

To facilitate and streamline access to member forms and documents, an extensive library of association materials is available through the site. Members can also access primers and handbooks, renew membership online, learn about the Floor Covering Industry Foundation as well as obtain details and access points to the Certified Floorcovering Installation Association.

The consumer component of wfca.org provides all the resources and information necessary for consumers to make informed flooring decisions. Wfca.org provides practical tips, pros and cons and other details on every flooring category available. An overview of each category provides varieties and styles available, manufacturing details, things to consider before buying and how to prepare for installation. When consumers are ready to buy floors, wfca.org offers a searchable database of WFCA retail members across the country. All users need to do is enter their zip code and they will receive a list of dedicated and knowledgeable suppliers in their area. This tool allows WFCA retailer members access to consumer leads that are generated through the WFCA website each month.

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ProMat aims to ease specification process

March 27/April 3, 2017: Volume 31, Issue 21

By Lindsay Baillie

 

Screen Shot 2017-03-31 at 11.38.44 AMPro Material Solutions (ProMat) was created as a way for commercial contractors, designers and architects to manage product data for any given project. “We are simply a database for the industry,” said Jerry Freeman, IIDA, president of ProMat.

The company provides users with a plethora of tools including a project binder, a specification download button, a palette builder and a sample ordering tool—to name a few. By using these solutions, users can save time and money when looking for product specifications or manuals and when ordering samples.

According to Freeman, most of the contractor’s time is spent searching for product documents and ordering all of the samples. With ProMat, the company’s administrators search for and upload new products, along with specs, maintenance manuals and any other available information to the ProMat database. Once in the system, the product is available to all users and can be searched based on application, price, color, manufacturer and product type. Ordering a sample or requesting documents is as easy as clicking a button, the company stated.

Boasting the “world’s largest digital database of architectural products and materials,” ProMat is constantly being updated. “We have products for about 860 [flooring] manufacturers in our database,” Freeman said. “We can add an entire company within an hour.”

This efficiency is also seen in ProMat’s ability to create documents for a submitted project that include product specs, maintenance manuals, close-out reports, etc. While most documents are created within five minutes to an hour, the company guarantees 48 hours or less. “I don’t think any job has taken us more than six hours,” Freeman stated.

While there is no cost to join ProMat, only qualified commercial/residential interior designers and architects can request samples. In addition to membership, users are able to access the program’s multiple tools free of charge. According to Freeman, ProMat generates its revenue by charging a $30 flat fee for each project submitted by a user.

On the horizon
ProMat plans to launch Material Annex, a new platform to help manufacturers sell their overstock and discontinued products. The new program will also allow subcontractors to sell excess inventory from their warehouses. “We’re basically creating a web exchange,” Freeman explained.

Also in development is an app called Specifix, which uses a phone or tablet camera to show product in an actual room. Designed to interface with ProMat and Material Annex, the app uses the camera to scan a desired room and collect the room’s measurements. Then, in “paint-by-number” fashion, the desired flooring product is filled in to show what the room will look like.

Material Annex should be available to users by the end of the year. Specifix’s beta launch is scheduled for May 1 with a subsequent rollout on June 1.

For more information visit promatsolutions.com.

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Marketing Online: 10 tips to help you create an effective social media strategy

March 27/April 3, 2017: Volume 31, Issue 21

By Lindsay Baillie

 

Screen Shot 2017-03-31 at 11.31.34 AMFor many retailers, jumping into social media is similar to exploring uncharted territory. It is unfamiliar, time consuming and poses the risk of failure/getting lost. However, now more than ever, social media has become a crucial part of the consumer’s search for products and services. If you are not maintaining your presence on social media, you run the risk of being buried by your competition, experts say.

FCNews recently spoke with three social media marketing experts to gather tips on how to create a social media strategy.

Tip #1: Make it mandatory. “The first thing retailers have to realize is social media is no longer just an option—it is a necessity,” said Paul Friederichsen, marketing expert and owner of BrandBiz. Retailers have to “understand it is a part of their overall marketing strategy. It is just as important as advertising and public relations.”

Tip #2: Align your social media efforts with your business strategy. Christine Whittemore, chief simplifier, Simple Marketing Now, encourages dealers to ask themselves a few questions when developing a social media strategy. “Why are you doing this? It takes a lot of time and effort to do social media correctly—just like anything else does—and you want to make sure those resources deliver value to the business.”

Tip #3: Start with your customers. After fitting social media into your business strategy you have to decide what platforms to join. For this, Whittemore suggests talking to your customers. “Find out where they hang out online. Ask them what they do there. Where do they go to find inspiration? That can help guide content and the kind of relationship building you do.” According to Whittemore, the time you spend on digital media is similar to what you would spend networking in person, so you also want to uncover where the majority of your customers look for new products.

Screen Shot 2017-03-31 at 11.29.35 AMTip #4: Learn about each platform. According to Friederichsen, retailers should learn the best roles for each platform and what kinds of social etiquette are required for each. Bottom line: Retailers should have a pretty good understanding of what each platform does and what the environment is on those platforms before joining.

Whittemore calls this understanding the “nature of the network,” so you can show up with the right kind of content and know how to say what you want to say. “It’s not just about sales,” she explained. “It’s about providing helpful information.”

Tip #5: Be selective. After talking with customers and learning about the different platforms, take the time to be selective about which platforms you actually join. Whittemore suggests retailers stay away from joining every social media site. Instead, maintain a presence on heavily populated sites such as Facebook and where your customers hang out such as Pinterest. She also recommends regularly Googling your business to see if any listings—such as Yelp—show up. If they do, make sure to claim them.

Tip #6: Start with one and then add on. If you are worried about maintaining multiple sites, experts advise starting small and concentrating your efforts on one. “Start with one and work on it,” said Lisbeth Calandrino, FCNews columnist and retail industry consultant. “Get a lot of customers on your page so then when you have good sense of that [platform] and people are replying to you, you’re ready to go to the next one.”

After you have successfully grown one social media account, try branching off to another site; however, make sure you do not take on too much to handle. “Retailers should be on as many sites as they can do well,” Friederichsen noted. “It’s better to do a few things well than many things poorly.”

Tip #7: Engage your customer. “This is the age of the consumer, and the consumer needs to talk,” Calandrino said. “What better way to get a referral than to have your customer be online and talk about a job you’ve done? You have to figure out how to engage the customer.”

Along the same vein, Friederichsen explained it’s not the place to push out your message as you would in an advertisement. “It’s the sharing of ideas; it’s an engagement [with others]. A lot of dealers feel like that is really not selling, when in fact it is because it creates a much broader view of your store and your brand so that you can attract the kind of customers you want.”

Screen Shot 2017-03-31 at 11.29.41 AMTip #8: Create a blog. In addition to communicating with your customers, social media helps call attention to your website. While social media platforms provide ample opportunity for customers to visit your site, Calandrino recommends creating and maintaining a blog. “It’s likely that your website is stagnant. If every time I go to your website it’s exactly the same then I am less likely to return. If you have a blog and it is up to date—you decide to post every week or every day—then whoever signs up for [the blog] will see your site.” She recommends retailers build content around their personality and strengths instead of buying posts.

Tip #9: Let social media buffer your other marketing outlets. Social media is an interconnected form of marketing and can easily complement a retailer’s overall marketing campaign. Friederichsen suggest retailers use their social media accounts to share when sales are occurring, when new products come in or when any seasonal promotions are going on in the store, etc. “Like advertising and public relations, social media plays an important role. They don’t all play the same role but they complement one another.”

Calandrino agrees, adding: “A social media strategy doesn’t stand by itself. It is not an isolated strategy. Rather, you need to work it into whatever else you’re doing. If you’re doing a contest you should move it to your social media so people have to respond.”

Tip #10: Be patient. Developing and maintaining a social media strategy requires time, but probably not as much time as you think. In order to maintain a couple of social media sites, experts say retailers should spend anywhere from 30 minutes to one hour every day, as time and effort are equally important.

Friederichsen warned retailers that building followers on social media doesn’t happen overnight and followers should never be purchased. His recommendation: “Build a following over time with good content and consistent posts—with proper etiquette.”

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Marketing mastery: The power of social proof

March 13/20, 2017: Volume 31, Issue 20

By Jim Augustus Armstrong

 

Screen Shot 2017-03-06 at 10.45.16 AM“Wow,” I thought to myself. “If I ever need tax help I’m calling this guy.” I was in the waiting room of a local CPA, looking through a very plain, white binder filled with letters from his clients thanking him for getting them out of tax trouble. They raved about how he got their tax bills cut by 90% or more, in some cases; how he saved their businesses; how he gave them their lives back. This was more than 12 years ago, and the impact of those letters was such that I still remember it clearly. Since then I’ve referred a number of people to him.

That’s the power of social proof. Many times during my live speaking events I’ve polled attendees in the room and asked the dealers if walk-ins are more distrusting than they were 15 years ago. At least 90% of the hands always go up. Consumers have been lied to by the government, spied on by the NSA, had their financial world rocked by Wall Street corruption, etc. What you and I think about these things is irrelevant; it’s what consumers at large think, and they are more skeptical and distrusting than ever. The good news is dealers who get very good at providing social proof can gain a big advantage over competitors who can’t or won’t. Here’s a list of social proof strategies that will help you be a “beacon of trustworthiness” in your market.

Written testimonials. Train your salespeople to ask for testimonials after every completed installation. These serve as multi-purpose social proofs that can be used everywhere—your website, in your showroom, a binder (like the CPA), your printed advertising, social media, etc.

Photos. Train your sales team to take photos during the post-installation follow-up visit. Get photos of your client standing on her new floors. Do before and after shots.

Videos. When you get a raving fan, ask her if you can do a quick 3-minute interview about her experience. Interview questions should include: What made you choose Jimbo’s Floors? What did you like about working with us? How do you like your new floors? Would you recommend Jimbo’s Floors to a friend? Post videos on your website, Facebook page, YouTube channel or any other social media you’re using.

Online reviews. My last two columns (FCNews, Feb. 27/March 6 and Feb. 13/20) went into this topic in depth, so I won’t repeat it here except to say reviews are extremely important for dealers. Positive reviews can be repurposed in all your marketing vehicles, both online and in print.

Monitors on your closing table. Your best testimonials and photos can be edited into a video or built into a PowerPoint presentation. Have a monitor on your closing table that faces the client with the video or PowerPoint playing in a continuous loop.

Testimonial brag wall. Install a large corkboard on a wall in your showroom where every walk-in will see it. Cover it with testimonials, reviews, letters from clients and photos.

Review booklet. Hire a graphic designer to compile your best reviews, testimonials and photos into a full-color booklet. Make sure every walk-in gets a copy.

Quotes. When you’re bidding on a commercial job or putting together a quote for a residential remodel, be sure to include testimonials with the quote.

Links. Build a “review” page on your website that has testimonials, photos and videos of raving clients. Post links to this page in your email signature line, e-newsletters, quotes, Facebook, YouTube channel and any other social media platform you use.

 

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Technology: Emser Tile, Chameleon Power test virtual reality tool

February 27/March 6, 2017: Volume 31, Issue 19

By Nicole Murray

 

Screen Shot 2017-03-06 at 10.22.53 AMLas Vegas—Emser Tile and Chameleon Power gave Surfaces attendees a “virtual” first look at an innovative tool that allows consumers to browse through products using high-tech goggles and sophisticated software. The program essentially lets users design their household in the virtual world to see what the final product will look like prior to purchase and installation.

How it works: While wearing the goggles, attendees can use handheld remote controls to design the demo kitchen on display via a monitor. With the left hand controller, the user is able to scroll back and forth through the available products; with the right-hand controller, she can select the flooring of her choice. Products can be applied to various surfaces throughout the virtual experience so dealers could potentially finish the sale with products for multiple rooms and designs purchased.

“Once the final version is released, consumers will be able to search by product type, design, color or any other logical progression that can classify a product,” Phil Kenyon, vice president, color solutions, at Chameleon Power, explained. “If you can picture what a customer’s final product will look like for her, she will be able to make a decision faster and be that much more confident moving forward.”

The virtual reality tool, developed by Chameleon Power, also contains settings for the home being designed in the virtual world to contain different degrees of sunlight, lighting, and overall ambiance so the consumer can see the virtual final product exactly how it will look in the real world.

For example, different weather and lighting will change the appearance of the product. “It is our job to make sure nothing is inappropriately represented,” Kenyon stated. “We have an innate understanding of color physiology and how to create an environment with the ambience and mood desired.”

Along with a wide array of products, consumers will also be able to see prices associated with the respective products seen through the viewer. The goggles and associated equipment can be used in stores or even on site at the consumer’s home.

Emser estimates the tool will hit the market this quarter. “The goal is for Emser Tile to be on the cutting edge of technology,” said Barbara Haaksma, vice president of marketing. “We will be able to take this tool wherever we need to because it is digital. Eventually we will be able to have customers design their future kitchen in their current kitchen.”

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Technology: Xintory links buyers and sellers of overstock goods

February 27/March 6, 2017: Volume 31, Issue 19

By Reginald Tucker

 

Screen Shot 2017-03-06 at 10.17.20 AMOf the many challenges facing the flooring industry, dealing with excess inventory, seconds, drops and outdated samples is high on the list. This should come as no surprise given the relatively high rate of product turnover in flooring. However, one company has developed an innovative, high-tech solution to this perennial problem. Brooklandville, Md.-based Xintory (short for “inventory exchange”) earlier this month rolled out what it believes is the industry’s first online, universal, B2B marketplace designed strictly for manufacturers, distributors, dealers and installers to sell and buy overstocks, drops and specials.

Founded by Larry Feldman, a 30-year veteran of the floor covering industry who once served as president of Mid-Atlantic distributor Superior Products, the objective of the new portal—Xintory.com—is to provide a marketplace where sellers and buyers in the trade can reliably and securely get together to solve an issue that impacts virtually everyone across the supply chain.

“As products are continually restyled, dealers often pull samples of discontinued products quickly to avoid selling something that may no longer be available,” Feldman explained, adding that many lines are discontinued after just two or three years. And in some cases, dealers and distributors have old inventory stocks for even five or 10 years. That’s where Xintory can help. For sellers, the program provides exposure to buyers throughout the country and, in some cases, internationally. Xintory offers automatic linkages to the product on the manufacturer’s website or catalog sheets to help market their product to buyers, and there is no cost to seller for merely listing products; Xintory charges a modest fee only on products sold.

“We have a lot of powerful tools here to help sellers market their products,” Feldman said. For example, sellers can upload Excel spreadsheets of any number of items. Case in point: Xintory is working closely on a beta test with Conestoga Tile, which uploaded 450 line items of discontinued material.

Jim Vogel, owner of Conestoga Tile, likes what he’s seeing so far. “Rather than sending materials to auction and getting only a few dollars for it, Xintory allows you to take older inventories and sell that material at better prices.”

Vogel also likes the fact the program can be tweaked as necessary. “I am working with Larry [Feldman] on developing tools to help the retailer search for overstock tile by inputting specific criteria such as color, size or manufacturer/brand.”

Likewise, buyers benefit by being able to access specials across a variety of categories as well as tools and accessories—all typically below manufacturer costs. And as is the case with sellers, there is no cost for buyers to shop for products; Xintory charges only on products purchased. More importantly, Xintory offers a buyer protection plan to ensure the integrity of the transaction. Although buyers have to pay in advance when they place an order, Xintory holds the money until the buyer confirms they have received the products in good condition—at which time it forwards the funds to the seller. In the unlikely event there’s a dispute, the company continues to hold the money until it is settled. “We serve as kind of an objective arbiter here,” Feldman stated.

While the Xintory portal has the hallmarks of existing online auctions, Feldman stresses it’s no eBay. Since Xintory strictly sells drops and seconds, it is only open to the floor covering trade—not to consumers. “The reason why we don’t use eBay is simple: When I entered ‘carpet’ in eBay I got 532,000 entries, and most of them looked like retailers trying to sell new product to consumers. Plus, it’s just not set up on a level that’s usable on a B2B basis.”

User-friendly format
Another advantage Xintory offers is its user-friendly design. The product selection menu is organized by range of floor covering categories, including installation accessories such as tools and adhesives. Viewers can sort by manufacturer brand, product name, style, etc. Even used merchandisers and displays can be listed. There are also filters installed that allow buyers and sellers to categorize product by color or style to streamline the search/selection process. There is also a “distance” filter that allows a dealer to search for buyers in close proximity to his store to avoid costly shipping fees.

“We also have proprietary technology that helps sellers market their products,” Feldman said. “For example, if the seller tells us the style, manufacturer, color and, preferably, SKU number, we will search the Internet for a link to that specific product on the manufacturer’s website. This helps the seller communicate to the buyer exactly what it is he is selling while allowing the buyer to check the specifications for the product he is considering.”

There are also built-in options for the seller to set a price based on how many square feet or rolls of product he is willing to sell at a given threshold if, given the worst-case scenario, he is not able to sell the entire inventory of a specific listed product. “This partial quantity price may represent, say, a 20% upcharge over the entire quantity,” Feldman said. “There is also a feature known as ‘automatic price reduction,’ which will take the base price the seller lists down to the lowest floor price in several increments automatically. This gives the seller as much of an opportunity as he can while allowing him to get rid of the inventory as quickly as possible. Sellers can also check off a box that allows the buyer to make counter offers.”

With respect to freight, the buyer will have to pay the charges in most cases, because when the seller lists something he has no idea where the buyer is going to be, Feldman explained. But there’s also an option for the seller to pay in cases where the buyer is close.

While the Xintory launch is only in the initial stages, Feldman believes it’s the wave of the future. “This is inevitable, in my opinion. The B2B overstock marketplace is potentially larger than the consumer overstock marketplace. I have talked to various distributors around the country, and every single person told me they want to use this site to do business.”

Kyle Hunt, product manager for Houston-based T&L Distributing, a top 20 wholesaler, is one of them. “Based on the feedback we’ve received so far, we’re going to be using Xintory a lot more as we go along. It’s a viable options for us.”

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Shaw Floors teams with Lead Tool to help retailers drive store traffic and sales

shaw_corporate_logo_2015_highresDalton, Ga.—Shaw Floors has recently partnered with Lead Tool, a leading cloud-based sales enablement and customer relationship management (CRM) software platform. A relationship with Lead Tool means Shaw retailers will have access to the company’s platform designed to provide a superior buying experience for consumers, driving both new and repeat business for Shaw’s retail partners. Lead Tool is perfect for those retailers wanting access to cutting-edge technology in order to remain competitive in an increasingly data driven world.

Chase Shiels, co-founder and CEO of Lead Tool’s parent company, Cincinnati-based 4me Group, will introduce the Lead Tool program to Shaw retailers in special breakout sessions at the “Connect 2017” Shaw Flooring Network Convention in Orlando this month.

“Modern sales software should be an essential element in every flooring retailer’s business plan,” said Aaron John, director of Shaw Flooring Network and retail programs. “Lead Tool helps retailers sell smarter by organizing and following up on leads, identifying problem areas in the sales process, and getting the most ROI on their advertising and marketing expenditures.”

Shiels added, “Together, Shaw Floors and Lead Tool bring the most modern sales processes and tools to retailers that are designed to deliver the best experience for today’s consumer. Also, and equally as important, the platform puts big data and useful analytics in the hands of flooring retailers. I look forward to presenting this business solution to Shaw Floors retailers in January.”

All SFN retailers attending Shaw’s Connect 2017 Convention are encouraged to attend this important break out session to learn more.

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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 becomes Google Partner

Screen Shot 2016-05-17 at 10.51.02 AMCalhoun, Ga—Mohawk is the first U.S. manufacturer as well as the first company in the flooring industry to become a Google Partner—a certification of excellence in digital marketing.

Google Partners are considered trusted online experts who are qualified and certified to manage the online marketing of other businesses. As a digital leader in the flooring industry, Mohawk already provides a comprehensive and successful suite of digital marketing tools to its retailers. This certification enhances those services.

“Being a Google Partner assures our retailers that they are receiving best-in-class service when it comes to digital marketing, which we at Mohawk believe will transform the industry in the next five years,” said Mike Zoellner, vice president of marketing services for Mohawk. “Everything we do at Mohawk is designed to drive consumers to our retail partners for a fully integrated shopping experience. Over the past 24 months, we’ve made significant investments to help connect consumers to our retail partners through a variety of search, social and online platforms.”

The heart of Mohawk’s digital efforts is the Mohawk Lead Center, a CRM system that allows retailers to capture highly qualified leads, follow up and remarket. Essential components of the Mohawk Lead Generation Program, which drives consumers who are ready to make a purchase into Mohawk retailers’ stores across the country, include:

  • A database of over a million homeowners receives ongoing communication campaigns that encourage repeat purchases by providing information on new product introductions, announcing annual sales promotions and delivering printable coupons.
  • Mohawk’s industry best-in-class program, Lead Booster, which helps retailers analyze search traffic and purchase most-used search terms in a local market. Based on that information, digital promotional advertisements are directed to targeted consumers and serve up offers, connecting interested consumers to a retailer’s lead platform for follow-up and conversion.
  • The ability for consumers to purchase select soft and hard surface samples PartnerBadge-151030online at MohawkFlooring.com. Contact information from those consumers flows directly into the Mohawk Lead Center so retailers can follow up.
  • An ongoing collection of syndicated social media content to almost 2,000 retailers through the online marketing platform Promoboxx.
  • Mohawk’s Friends and Family program which since its inception has seen thousands of coupons printed annually with a redemption rate of 90%. With a potential audience reach at more than 3 million homeowners, these targeted leads feed into the Mohawk Lead Center for tracking and future marketing campaigns.

Retailers like Manasota Flooring in Sarasota, Fla., which takes advantage of Mohawk’s digital services and tools, believe having a digital presence is the wave of the future. Manasota manager Chris Quattlebaum said the store uses Promoboxx and pays for leads that are target specific and local. Manasota’s three stores use Pinterest and Facebook to drive traffic to the company website where visitors can pick up a store coupon 24/7. “From January 1 to May 1, our store coupon promotion delivered 50 leads, which contributed $30,000 to $40,000 in sales,” he noted.

To become a Google Partner, Mohawk had to meet the specific, rigorous requirements, which included staff certification in Google AdWords and a proven competence implementing best practices in marketing campaigns for clients. Google reviews its partners’ marketing campaigns to make sure they continue to meet its standards. Google Partners stay up-to-date on the latest Google tools and products by passing Google-administered certification exams every 12 months.