Mohawk’s Merchandising Allows Smooth Price Point T

Dalton, GA, June 16--Mohawk’s alignment of Aladdin by Mohawk, Horizon by Mohawk, and Wunda Weve by Mohawk is definitely working. Retailers around the country are reporting stronger sales based on easier transitions between price points and clearer demonstrations of value between products. There’s something for everyone, with the three collections operating together under the overall Mohawk umbrella to give retailers more flexibility and consumers more value. Each collection of products fits a specific market position, and makes it easy for consumers to understand the relationship between them. This year, Mohawk introduced dozens of new products to reinforce the collection positions and to provide a seamless transition from style to style and price point to price point. “There’s a new level of comfort because the consumer has choices structured so she can understand them, and the salesperson knows how to move between the lines without creating confusion,” said Ed Williams, Senior Vice President of Marketing for Mohawk. “All our research shows that consumers have to be comfortable with their choice before they’ll buy. Our merchandising structure is designed to help make this happen.” Williams said that a key is the positioning of the three collections under the Mohawk brand so each focuses on a core market. Aladdin by Mohawk is positioned as the “Value and Function” collection. An aggressive review for 2004 led to the development of new products that rejuvenate key market segments and reinforce areas where Aladdin by Mohawk has always been strong. New carpets include high-twist friezes and frieze flecks that provide a remarkably good hand and a broader offering in casual looks. There is also a more complete selection of olefin loops with cleaner looks and better pricing with new yarn systems. Horizon by Mohawk provides a number of new upscale, branded fiber products that take advantage of consumers’ continuing desire for higher-value looks. Williams noted that the Horizon collection is targeted to “lifestyle and fashion.” “We offer products for all lifestyles and generations,” said Williams. “We have new UltraStrand™, Wear-Dated®, Anso® and Stainmaster® styles. There’s also a new category—berber cables. A number of these feature thick/thin yarn systems for a great ‘west coast’ look.” Wunda Weve by Mohawk covers the mid- to upper-mid price points where many dealers experience some of their best profitability. It’s a niche that Williams calls “affordable luxury.” In 2003, Wunda Weve by Mohawk dealers received an enhanced display system to make the line more prominent on the sales floor, and show consumers the step-up progression it offers. Consumer education was a key, with information explaining fibers, styles, and how to choose the ideal floor for each shopper. This year, Aladdin by Mohawk and Horizon by Mohawk also got new display systems that reflect their positions in the merchandising scheme. Each collection is identified with a carefully selected “lifestyle” image that reflects key markets for the products on display. A woodgrain display case insert is available to complement the carpet products featured, and provide a rich, professional look to the presentation. “Every new step we take builds on the Mohawk brand,” Williams said. “This is an ongoing process. The stronger the brand, the more valuable the collections within it. Consumer confidence in Mohawk products goes up, and it becomes easier and easier to make the sale. Our merchandising and selling systems are designed to simplify the process,” Williams said.