Our consumer advertising program allows us to showcase new products and continue building the Mohawk brand, which has twice the consumer recognition of our closest competitor. Brand recognition is important in building consumer confidence, especially for home furnishing purchases.

Websites are a critical component in building store traffic. Studies suggest as much as 70% of initial, meaningful contacts between a business and its customers now come through websites, and we know that flooring consumers are researching products and retailers online before they make an actual store visit.

Mohawk has crafted its consumer website, mohawkflooring.com, to accommodate this. Detailed product information and website functions like an easy-to-use room planner allow consumers to see how different Mohawk floors will look in their homes. Website viewers can also select neighborhood stores, and the products on the site are updated automatically according to inventory.

In addition, Mohawk’s Dealer Website Services allow our retailers to incorporate much of this functionality into their store websites, providing a professional Web presence that builds consumer confidence and trust. To learn more, visit mohawkdws.com.

This was a focal point in our planning for the Mohawk Anniversary Sale that begins Oct. 1. We tapped into consumer research studies to find the strongest consumer incentives. We then built the event around powerful, value-building rebates on both soft and hard surface products.

HGTV personalities and Mohawk spokespeople Chip Wade and Taniya Nayak have been tremendous ambassadors for Mohawk, and their efforts have certainly helped consumers feel comfortable selecting Mohawk products. We also know from their personal appearances at stores that they can build store traffic, not just with mainstream consumers but also with designers and other important audiences.