LaGrange, Ga.—It is no secret that flooring is a fashion item. It is also no secret that the number one selling point in fashion is color. Knowing these two facts, Milliken Carpet has created a system designed to focus both the consumer’s and salesperson’s attention on making a purchase through the use of color. Utilizing the unique technology found in its Millitron machines, Milliken was able to develop Color-Source, a manufacturing process that allows the company to create carpets in unlimited color variations. “This is a true innovation,” said Rob Beistline, marketing manager, “because it gives us the ability to make an unlimited number of unique colors. This also provides a solution to consumer demand for more color.”

To showcase the patented technology of ColorSource, the manufacturer has launched Milliken Decor Center (MDC), an innovative and comprehensive carpet collection and display system.” MDC was developed following an extensive cross country survey of consumers and dealers to find out what they want and need. “We listened,” said Erik Dunkelberg, Milliken’s director of strategic sales, “and, at times, it wasn’t pretty what we heard. But, it was necessary in order to find the concerns and then provide solutions. “What we found,” he continued, “is that flooring is not about beige, it’s about color. In fact, when asked what her top priority is when purchasing carpet, 84% responded color without any aids whatsoever.” And, because stain resistance and durability rounded out the top three concerns, the entire MDC collection is constructed of type 6,6 nylon and treated with 3M’s reformulated Scotchgard protector and stain release.

“We wanted to ensure our new collection not only offered a design solution,” Beistline said, “but provided built-in protection to resist dirt and stains and there is no better known brand that Scotchgard.” In addition to color being the top priority among consumers, Dunkelberg noted, “92% of the time when purchasing carpet, she will also be buying other home furnishing items, namely paint, but also curtains, furniture and wallpaper.” Of these shoppers, he said 64% of them required color coordination within their design scheme but 40% of them were not confident enough in their own abilities to do the coordinating. What makes it more difficult is, Milliken found out, most consumers are “overwhelmed” by the number of products in a typical floor covering store, especially since they are usually not displayed in a fashion that makes it conducive to meeting her color needs.

“We had a feeling we were on the right track last year with the introduction of Pattern-Mates,” Beistline said, “because all 103 colors sold within two months of the launch. Plus, the number one color in the collection had only a 4% share which means it was pretty even throughout.” This is where MDC comes into being. Because of the ColorSource technology, Milliken has been able to expand on the PatternMates concept. The MDC collection incorporates 270 color offerings on five different bases—42-oz textured loop, 32-oz textured Saxony, 40-oz. straight set Saxony, and 38- and 55-oz. friezes. “These are all proven, tested bases,” said Beistline, “but this is not about that. It is about color.” While a collection that features a total of 1,350 SKUs to begin with may seem daunting, especially considering most consumers are overwhelmed by the amount of choices in a typical store, Decor Center was designed to make the buying process not only simple but enjoyable.

The 270 colors are broken into 18 families with each palette consisting of 15 coordinated colors. This is done for each type of construction. Each family of colors is displayed on an oversized, 24X40-in carpet sample. Consumer testing done on this concept revealed very favorable results, as did the response from retail salespeople, Dunkelberg said. “Consumers found it unique and helpful. So much so that 95% said they could choose a carpet from it. Salespeople liked the fact that it helped to quickly narrow the focus to a particular color scheme, allowing them to close more sales.” For the consumer who finds a particular color but wants to see it on a larger sample, dealers can call Milliken’s toll-free sample hotline, 800/241-8666, and one will be delivered within 48 hours. Also, because products are created on the company’s Millitrons, there is no minimum order requirement and all 1,350 SKUs will be made to order and ship within seven days.

“Everything within the Decor Center system, from products to merchandising has been done to make it easy for the end user to fulfill her dreams—creating a beautiful home,” Beistline said. Part of making it easy is how the collection is displayed in a retail environment. “We knew from the beginning this would be the number one concern for retailers,” he explained. “From how much floor space it would take to how much it would cost to how well will it attract the consumer’s eye. All these things were taken into consideration as we were developing this system, which included testing it with consumers in real-life settings. In fact, the displays’ color is a result of consumer input: off-white with a little pink.” The result? A unique five-piece in-store merchandising system that allows the dealer to purchase the whole set or just parts while also giving a variety of setup options.

The system consists of a circular, color wall display measuring 21-in. in diameter and 70-in high. There are also four “pods” which hold 18 palettes. When used in its entirety, the system takes up only 60 square feet including 10 square feet of walk through space. Both the pods and circular unit have spaces for one of the most important features of MDC, a comprehensive series of booklets designed to educate and walk the consumer—and salesperson—through the buying process to ensure she selects the right product for her needs. The initial five booklets are: Your Color, Psychology of Color, Color Wheel, The Right Carpet and Milliken Selector.

“This is all about lifestyle,” Beistline said, “hence our tagline, ‘Your Color, Your Lifestyle.’” Gales Steves, former editor-in-chief of Home magazine, was pleased “that Milliken has not only listened to the consumer, but responded. No one lives without color, so make it an important part of your sales tools. Especially in flooring as that represents 30% of a room’s decor.” When Milliken unveiled MDC to a select group of dealers last month, the response was just as favorable. George Coles, president of Coles Carpets in California, said his managers and staff “are very encouraged by it. I think it will fit perfectly in our flagship store in San Diego and our new store opening up on Designer’s Row.” —Matthew Spieler