Scottsdale, Ariz.—As Mohawk Industries continues to get more involved in all aspects of flooring, the products it is able to supply its Floorscapes dealers makes joining the co-branding retail program that much more attractive. From Dec. 5 to 8, retailers from around the country—more than 200 dealers representing 400 locations—gathered at the Biltmore Resort & Spa here to see the latest the mill had to offer. Using “X-perience the Success” as its theme, the Floorscapes family of dealers were treated to a convention that included presentations and meetings showcasing Mohawk’s products and services, as well as two days of seminars and workshops on all facets of sales, merchandising and advertising.

Also featured was a showroom area set up like a store. New introductions included a window treatment program featuring products from Hunter Douglas, two track mounted cleaning systems as well as the popular Floorcare Essentials floor cleaning program. The event also featured roundtable discussions and an exchange of ideas hosted by Floorscapes retailers.

Another highlight was a presentation given by football legend and TV analyst, Terry Bradshaw. “Research has shown one thing time and time again: Consumers really want the ability for ‘one-stop’ shopping in floor covering and decorative products,” said Manny Llerena, Mohawk’s vice president of retail programs. “That’s why new product programs have been so valuable to Floorscapes dealers. With the addition of new hard surface products, floor care products, a rug program and window treatments, dealers are in the position to give their customers something they previously have not had—the ability to buy much, much more from one knowledgeable resource.”

Llerena said one of the biggest challenges floor covering dealers have had in expanding business is in making a customer aware that they can do more than she previously thought. If a customer has always thought of a store as just providing carpet, it’s difficult to change this ingrained perception. “One big value of the Floorscapes concept is that it immediately breaks down these communications barriers,” he said. “The Floorscapes store layout showcases different product categories in clear, defined areas, so it’s easy for consumers to shop. New product lines fit well into this scheme and break down the consumer’s perception that the store is just about floors.”

A strong success story within Mohawk Floorscapes is Floor Care Essentials, a collection of cleaning products introduced last year. The program features a complete floor cleaning system with non-toxic, environmentally-friendly cleaners, Bissell vacuums and hot water systems, and 3M Scotchgard protection. “The cleaning products in particu lar have generated very positive attention,” said Llerena. “They are simple to use, and incredibly effective. Consumers are also very upbeat on the fact that the cleaners are non-toxic and natural. This program can be a tremendous profit builder for Floorscapes dealers.”

During the convention, Mohawk unveiled two new truck mounted systems, one for cleaning, for 100% dust-free hardwood refinishing. Floorscapes dealers can acquire territories for offering cleaning and refinishing services to a broad range of customers. The trucks are designed to offer a variety of additional services, including upholstery and duct cleaning. “Our mission with this concept is to help dealers position their Mohawk Floorscapes store as the key resource for floor covering products and associated decorating and cleaning materials,” said Llerena. “We’ve had good success with extensions so far, and we’re just getting started.” “As a convention highlight, the cleaning trucks have really stood out,” said John Cain of Carpet Sales & Service in Nashville, Tenn. “I’ve been very impressed with the Floorcare Essentials program since it was introduced. We’ve done very well selling these products.”

Another new program announced during convention was the Mohawk Custom Window Fashions. Floor covering retailers typically love window treatments for profits but sometimes hesi tate to venture into the category because of the time required to handle it, noted Llerena. “The new Window Fashions program simplifies the process and lets dealers capture a share of the $3.3 billion custom window covering market,” he said. “This program has been proven extremely successful in both small and large markets, and allows dealers to capture new customers, develop add-on sales, and generate additional cash flow through up front payments without the need to hold inventory.

“We’ve thought through every aspect of this program, field-tested it, and designed it to work in floor covering stores,” Llerena explained. “The displays coordinate with existing Floorscapes fixtures, and dealers can get into the program with remarkably low startup costs.” The Mohawk Window Fashions program includes nine product lines: sheer horizontals, sheer verticals, cellular and pleated shades, wood blinds, wood alloy blinds, vertical blinds, roman shades, mini-blinds, and woven wood shades. “I really like the new Hunter Douglas blinds,” Cane said. “It’s something new that we are looking forward to getting involved in. The new Anso items we’ve seen here are real good looking products as well. I’ve been very impressed with them.”

“The custom blinds program is very interesting as an add-on value,” said Joe Pagliaro of Grand Paint & Carpet in New Haven, Conn. “It’s a business Mohawk has taken one step further as it is a private label program which is aimed at the quality end of the business. Mohawk is covering all the bases with this program.” “As we all know, many times small businesses fail whereas franchises or chains succeed because they have format or patterns,” he added. “What Mohawk is trying to do is, format a pattern for independent dealers like ourselves so we are not going out to stormy seas on our own. Mohawk has the whole package.”

“I’d challenge any floor covering retailer to spend 10 minutes with Floor-scapes dealers and not pick up ideas that he could put to work next Monday,” said Ed Williams, Mohawk’s senior vice president of marketing. “That’s the real value of these conventions—you have very bright people focused on helping their businesses—and each other. These are the most progressive and innovative dealers in the country. They can take a good idea and provide the insights to make it great.”

In addition to its new hard surface products, floor care products, a rug program and window treatments, Mohawk offers Floorscapes dealers access to a variety of exclusive tools during the year, including financing offers, direct mail, contests and other promotions. “It’s all designed to maximize the profit a retailer can get from every foot of floorspace,” concluded Llerena. “We’re continually looking at programs that make it possible for retailers to build profits.” —Louis Iannaco