Mohawk’s Floorz Combines Custom and In-Stock Opera

Dalton, GA, October 5--More than 30 years ago, Mohawk created the floor covering industry’s first co-branding store program with its introduction of Mohawk ColorCenter. Since then, Mohawk has developed a variety of successful merchandising and store layout options, including Mohawk Floorscapes, Mohawk ColorCenter Elite, and Mohawk Signature Series stores and specialized brand presentations. Now Mohawk has created a store concept that combines the best attributes of a "stock-only" outlet and a custom order retail location. Called Mohawk Floorz, the complete store concept allows retailers to rapidly set up and open a new location that has a unique market position and can quickly generate volume business. "The in-stock flooring store is a proven operation," said Ed Williams, senior vice president of marketing for Mohawk. "What we have done with Mohawk Floorz is to give retailers who enjoy operating this type of store a whole new collection of tools and ideas they can use to build their business." The Mohawk Floorz store is based on three "shops" within the building: The Back Room, which offers rolls of carpet plus pallets of hard surface products, all "ready to go" for immediate use; The Value Shop, a collection of specially priced first-quality flooring that takes advantage of special manufacturer discounts and offers; and The Custom Shop, which provides a full array of flooring for special order. The Custom Shop covers all price points and styles, so consumers are provided with plenty of variety and choices. Each shop is carefully identified and merchandised, using stylish, color coordinated floor, wall, and ceiling design elements for a complete, professional look. Mohawk developed the store layout and merchandising by drawing on years of consumer research used to create other store concepts. "The result is a merchandising and selling system that makes it easy for consumers to shop, and one that instantly presents that value offered through a Mohawk Floorz store," Williams said. Educational displays enhance consumers' knowledge and comfort level. Mohawk University training gives associates the selling tools they need to boost productivity, and Mohawk support systems provide dealers with a variety of business operations, financing, insurance and other resources needed to maximize profitability. "Our mission is to give retailers everything they need to create their own success," Williams said. "We have had good business people who haven’t been in the floorcovering industry use the Mohawk Floorz concept and quickly develop profitable operations. That’s the goal with any of our merchandising concepts, and Mohawk Floorz is a new option that retailers can consider to build their business."