By Louis Iannaco
Mohawk Industries’ Wunda Weve products run the gamut when it comes to styles and patterns. But the Wunda Weve program is also a multifaceted initiative comprised of selling, marketing, training and advertising, all designed to help customers reach maximum profitability.

According to Mike Johnson, national sales director, Horizon/Wunda Weve, the consolidation of Wunda Weve and Customweave is a continuation of a sustained effort to focus corporate efforts and assets on specific business channels. “This consolidation has been preceded by the segregation of the Hard Surface sales group along with the Builder and the Aligned Dealer divisions. This focus allows each group to concentrate on servicing their specific channel and developing strategies to address the end consumer’s wants while meeting our customers’ needs.”

Johnson noted that with the corporate Wunda Weve initiative, the company has sharpened its focus on the mid to highend consumer segment. This sought-after group is ripe with disposable income and largely immune to economic downturns. Channel- pecific experts have been added to each sales region, and the regions themselves have been realigned to maximize customer service. The result is a true, focused partnership with huge profit potential.

Johnson and Mohawk management envision Wunda Weve as a device that would make life easier for dealers while at the same time increasing their profitability. “Our commitment with Wunda Weve is to build and maintain a program that simplifies our customers’ merchandising, help them realize more profits and strengthen their business model. We will do this through a consumer selling system, marketing support, training, promotions, national advertising and the most comprehensive product lineup in the industry.”

Selective distribution

He noted that Mohawk’s approach to the mid to high-end consumer segment is much more than just racks and samples, and is necessary to help its customers fully engage and sell today’s end user. “Add to this a selective distribution strategy and you have a mid to high-end program that allows our customers to maximize their opportunities in this growing retail sweet spot and brings tremendous value to their Wunda Weve partnership.”

Today’s mid to high-end consumer looks at home improvement projects much differently than in the past, Johnson said. “Consumers are now looking at one- or two-room projects as opposed to full renovations. Due to this, the flooring needs to reflect a feel, style or character specific to the project and room. The Wunda Weve product lineup offers all styles for all tastes. From traditional to contemporary, casual to formal and pattern to texture, Wunda Weve offers the widest variety of products for today’s project-driven consumers and allows their rooms to be an extension of their personalities.”

Due to the project approach to decorating, he added, consumers will be more likely to change the look of a room as trends change, thereby reducing the life cycle from the 7- to 10-year average. “Staying cutting edge with design, colors and innovation will bring the end consumer back to our customers’ stores sooner.

“By supporting Wunda Weve with the Mohawk brand, our customers can capitalize on the strengths of one of the most recognized names in the flooring industry and take advantage of our extensive national advertising efforts.”

Getting the word out

Promotional efforts such as Mohawk Anniversary Month and its annual spring sale event drive consumers to Mohawk retail partners, Johnson explained. “Wunda Weve-specific advertising and promotional materials allow our customers to coordinate their advertising with our national campaigns and pull consumers into their stores through co-branding. Once in the store, our easy-toshop merchandising, P.O.P. materials, promotional opportunities, 30-day ‘Rest Assured’ warranty and the Mohawk brand will aid in converting prospects into sales.

“Additionally, Mohawk University brings state-of-the-art training to our customers’ sales teams to further increase closing and up- ale opportunities with proven techniques. Wunda Weve-specific Web pages on the Mohawk Flooring Web site coordinated with a new dealer locator will supply today’s technology-savvy consumer with the information she needs to ‘find and buy’ from our Wunda Weve partners.”