Mohawk Relaunches CustomWeave at Floorscapes

Orlando, Dec 4, 2008 -- After eight months of development, David Duncan, Mohawk's vice presidentof marketing, unveiled the company's new CustomWeave carpet collection at this week's Floorscapes Convention in Orlando, Fla.. Designed to fiil an upper end price point void in its current program, this new collection is exclusive to Mohawk Floorscapes dealers in 2009.

This is the most heavily researched program ever offered to Mohawk aligned dealers. Two independent research firms, working with more than 50 dealers in North America, identified how women in the middle of a flooring purchase shop for carpet, how they define “fashion,” what brands they recognize, and what displays are easiest for them to use.

Researchers also looked closely at how retailers and sales associates sell upscale products. The result was a detailed understanding of how consumers interact with store displays and salespeople—and an opportunity to sell more high-profit goods.

“An average Floorscapes dealer sells about 400-500 yards per week or about 8-10, 50-square-yard jobs each week,” said Manny Llerena, vice president of retail marketing. The store probably has a 50% closing rate. The new CustomWeave Boutique is designed to help retailers trade up consumers. When you look at the numbers, that can mean a significant increase each year.”

Llerena said that the CustomWeave Boutique is designed to fit into current store layouts. The program also offers an expanded 90-day customer satisfaction guarantee, a 20-year warranty package, special retail sales associate incentives, an exclusive assortment of products, and strong web support.

In addition, Mohawk has teamed up with HGTV personality Taniya Nayak, star of “Designed to Sell Washington D.C., ” to be the exclusive spokesperson for the CustomWeave line.