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Technology: Mohawk’s Omnify program drives results for retailers

Web-based solutions, tools aim to boost dealers’ online presence

August 28/September 4: Volume 32, Issue 6

By Lindsay Baillie

 

Screen Shot 2017-09-05 at 12.31.57 PMMohawk’s Omnify, a program introduced at the company’s Solutions conference last year, is beginning to make an impact on dealers’ online initiatives. The program, named for its ability to provide “omni-channel solutions,” aims to simplify digital marketing by capturing and tracking leads, and streamlining social media publishing and search engine marketing.

Specifically, Omnify was created to provide a number of solutions for dealers. Among them:

  • Improve social reach and convert potential customers into qualified leads;
  • Tailor the dealer’s digital storefront to engage consumers and promote enhanced content;
  • Build and strengthen local reputation of retailers through rankings and reviews;
  • Increase store visibility and improve search rankings, and
  • Build trust and confidence with consumers.

“Omnify connects the [consumer’s] online and in-store experiences,” said Mollie Surratt, senior director, public relations and inbound marketing, Mohawk Industries. “Omnify is all about simple connected retail. It is an omni-channel solution empowering retailers to own their market in the digital space. It’s giving them the content, tools and reporting they need to take their digital marketing presence to the next level and drive more traffic into their stores.”

Retailers have provided positive feedback since the program’s launch. For instance, Harry Schillings, president of Houston-based Spring Carpets, is definitely seeing an increase in traffic due to Omnify. In fact, his store is recording an average of three call-in leads a day since the program’s launch.

One of Schillings’ favorite features about Omnify is its ability to record phone conversations between consumers and employees. “That little feature is absolutely priceless. On our website there is a contact button that allows the customer to call the store from her phone. When I had the chance to listen to these recordings I [discovered a shortcoming] in my business. We had a large void that I was able to fix, but I would have never found that flaw without listening to those voicemails.”

Schillings is not alone. Scott Allen, general manager, Carpet Corner, Kansas City, Mo., has also generated a great number of leads. “Since the Omnify site went live our customer contacts— specifically the number of folks requesting quotes—has increased to double what we were generating at a fraction of the cost. These are high-quality leads with a higher closing ratio than other Internet leads.”

In addition to seeing increases in quality leads, dealers like Adam Pace of Metro Floors, Lancaster, Calif., are already seeing a major return on investment. “Within the first month, the revenue off the sales [from these leads] has paid the cost of the program for the whole year.”

Mohawk is receiving recognition from not only its dealers but other companies as well, according to Seth Arnold, vice president of residential marketing. “We have some of the best companies in the digital space telling us we got the recipe right. When Mohawk is challenging some of these companies to up their game, that makes me feel like we’re pushing the envelope for the sake of our retailers. We have the power to fight hard for independent retailers so they have the tools they need to excel.”

Looking ahead, Mohawk is continuing to develop content and solutions for Omnify to further assist specialty retailers. As Austin Messerman, marketing brand manager, explains: “Our team is working on developing our advertising strategies in local markets as well as our content strategies—all of which will work together to make the tool more powerful and see that it continues to drive success for the retailers.”

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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.”