Mohawk ColorCenter Concept Gains in Importance

Nashville, TN February 7--According to research done by a leading floorcovering industry magazine, today’s floorcovering customer shops at less than two stores. Less than two. So first impressions are more critical than ever. And for Mohawk ColorCenter retailers, making a good initial impression on consumers becomes a tremendous sales advantage. Mohawk has been fine-tuning the Mohawk ColorCenter concept since 1974, and has made sure it adapts with the times. Today’s Mohawk ColorCenter dealer is equipped to compete in a marketplace filled with big-box competitors, floorcovering specialists, and even other consumer durables vying for discretionary income. "Today’s consumer is time-starved. They look for information from a variety of sources. They are more likely to respond to a store that provides sound, credible information with which they can make informed decisions," notes Manny Llerena, vice president of retail marketing for Mohawk. "The Mohawk ColorCenter concept provides this." A Mohawk ColorCenter store featuring Mohawk’s latest display and merchandising system, Mohawk ColorCenter Elite, greets consumers with a kiosk explaining the locations of different types of flooring in the store, and suggesting applications for each. Each individual department features integrated displays and graphics so carpet, hardwood, laminate, ceramic, and vinyl are all presented with the same informative, credible system. The consumer has the information she needs at her fingertips, and she can shop on her own until she’s ready for assistance from a salesperson. This is critical, according to Llerena. "Research has shown that consumers are wary of retail salespeople, but if the store displays can give her basic information, her rapport with the salesperson improves—and the average sales ticket increases," he said. "The Mohawk ColorCenter system makes shopping simple and dramatically boosts consumer confidence. At no time in the history of the floorcovering industry has this been more important." Llerena also said that the Mohawk ColorCenter system has been particularly tailored to the needs and preferences of women, who either buy or influence virtually floorcovering purchases. "Since the ’50s, the look of a floorcovering store hasn’t changed much. What’s really surprising is that our research shows that this has created a store environment that’s directed more to male audience rather than a female one. Carpet stores have traditionally been run by men, and they have—unintentionally—become more suited for male consumers than the women who make most of the decisions," he said. This is where Mohawk’s ColorCenter concept changes things. Information has been tailored for women. Aisles are wider. There’s less clutter. Information is clear and it’s easy to compare products. The displays encourage women to connect with the store and the people who work there, which is vital. "Men, when they shop, are looking for products. Women are looking for connections. Unless you make a connection and build her trust, you’ll miss the sale," Llerena said. Mohawk ColorCenter stores also feature updated merchandise designed to appeal to consumers that are increasingly luxury-oriented. "We are seeing the greatest transfer of wealth in history, as baby boomers inherit the estates of their parents. This is a 10 trillion dollar transaction, and in a post-9/11 world, boomers are spending it on their homes. They’re creating havens for themselves, and they’re not going cheap," Llerena said. He noted that the average size of a home as increased from about 1500 square feet in the ‘70s and ‘80s to nearly 2300 square feet today. The rise of hard surface (and higher per square foot costs) for floorcovering also indicates that consumers are spending more than ever, and that upscale products are becoming an increasingly important part of a store’s product mix.