Mohawk Offers Windows as a Profit Opportunity

Dalton, GA, June 22--Window fashions are a strong add-on profit center for floorcovering stores. Window treatments are a $3.3 billion market. When people make flooring changes, they often buy window treatments to complement the new floor. The mystery for many flooring stores, however, is making a window treatment business profitable and uncomplicated. That’s where Mohawk comes in, with a program created for its Mohawk Floorscapes and Mohawk ColorCenter dealers. The Mohawk Custom Window Fashions program, introduced at the beginning of 2003, has proven to be an effective way for stores to offer window treatments without the addition being a distraction from the core business. In fact, a number of dealers who had tried window programs in the past and dropped them are seeing good results with the Mohawk program. “Window fashions is not a simple business,” notes Manny Llerena, Vice President of Retail Marketing for Mohawk. “But we can make it simple to implement, with good training, a good product mix, and proper merchandising. The reason our program is working where others have failed is that we make sure retailers get the tools they need to be successful.” This program has proven successful in both small and large markets, and allows dealers to capture new customers, develop add-on sales, and generate additional cash flow through up-front payments without the need to hold inventory. The Mohawk Window Fashions program includes nine product lines: sheer horizontals, sheer verticals, cellular and pleated shades, wood blinds, wood alloy blinds, vertical blinds, roman shades, mini-blinds, and woven wood shades. “This covers most consumer choices for windows,” Llerena said. “The product lines are broad enough so consumers can match their preferences, and they’re organized so that it’s easy to make a selection.” Llerena said that the real key to the program is the support offered: in-store training, a large field support staff, and compact, inexpensive displays that take up minimal square footage. “Everything the retailer needs to get started and be successful is included,” he noted. “And as we’re seeing at stores across the country, this system really works. “Part of our commitment to Mohawk Floorscapes and Mohawk ColorCenter stores is that Mohawk is responsible for looking at new ways to build profits,” Llerena said. "One of our challenges from our retailers was to find a way to make window fashions work, and we are proud to offer this program to our premier retail groups.” Retailers nationwide have become Mohawk Floorscapes dealers, with the number of Mohawk Floorscapes stores growing significantly in the last year alone. Mohawk spent years researching and developing the Mohawk Floorscapes concept, which is based on consumer-driven shopping experiences. Research showed that today's floor covering customers are faced with too many choices and too little time, and that the marketplace isn't focused on price as much as personal choice, individual expression, education, and trust. The Mohawk Floorscapes concept enhances "value added" ideas about floor covering and simplifies the shopping experience by making it easy for shoppers to get information and maintain a sense of control over the process. Mohawk Floorscapes dealers show a significant increase in the average price per square foot of flooring sold, as well as an overall increase in sales and profit. Mohawk Floorscapes retailers also get access to a broad range of additional programs, including advertising, merchandising, education, training, installation, and new profit centers.