Systematic Selling Systems Focus at Mohawk’s Color

Nashville, TN February 8--Since 1974, retailers have found good reason to devote significant portions of their stores to the Mohawk ColorCenter program. And this year’s Mohawk ColorCenter Convention reaffirmed the value of their decision. The Mohawk ColorCenter Convention brings together retailers large and small from all over the nation, all sharing the extra product and merchandising power of the floorcovering industry’s oldest manufacturer/retailer co-branding selling system. "When the Mohawk ColorCenter program started, the idea was to build a stronger bond between manufacturer and retailer, and to create new ways for the two partners to work together,” said Ed Williams, senior vice president of marketing for Mohawk. "I’m not sure if the people who pioneered the program had any idea just how successful it would become." Today, more than 2,000 stores display the Mohawk ColorCenter logo. To be a Mohawk ColorCenter dealer, a store must dedicate a significant portion of its floor space to the concept, which provides consumers with an easy-to-understand presentation of carpet, hardwood, laminate, ceramic, resilient, cushion, rugs, and other products. A specialized store display program, Mohawk ColorCenter Elite, cleanly integrates hard surface and soft surface products while teaching consumers about different floorcovering products, and helps simplify the process of making a buying decision. In addition, Mohawk ColorCenter dealers get access to a broad range of additional programs, including advertising, merchandising, education, training, installation, and new profit centers such as window treatments and cleaning. "Mohawk ColorCenter dealers maintain their own local identities and enhance them with the assurance and recognition of the Mohawk brand," Williams said. "The Mohawk ColorCenter program has been an excellent way for retailers to give their stores a bold new look without a major investment—and enhance their merchandising through methods proven at hundreds of stores across the country." Williams said the Mohawk ColorCenter convention is particularly important for dealers in the program. "Not only are we introducing new ideas at the manufacturer level, but dealers spend a lot of their time here educating themselves," he said. "Dealers themselves run many of the programs, and there are workshops provided by Mohawk and our vendor partners that let dealers learn new ways to build profitability. That’s the ultimate value of this convention." Mohawk’s education division, Mohawk University, sponsors numerous seminars free to convention goers. There are also installation workshops and retailer roundtables, where dealer themselves lead the discussions. Particular emphasis goes to support programs and related products, such as floor care, area rugs, window treatments, and other new profit opportunities. "Part of the reason this program has continued for over 30 years is that we keep building on its value," Williams said. "This year’s convention brings benefits not just from Mohawk, but also from every participating member of our dealer network and vendor partners." To learn more about Mohawk ColorCenter programs, retailers can call 1-800-241-4900 and speak to Mark Olson (East Coast) at extension 24959 or Rodney Mauter (West Coast) at extension 24956.