Hollywood, Fla.—When Mohawk Industries launched its Floor-scapes selling concept, the idea was to create a shopping environment where both the consumer and retailer benefit. At the group’s sixth annual convention here, the mill went out of its way to go “Beyond Expectations” by giving the nearly 600 dealers in attendance an assortment of products, programs and services all designed to make them be the store of choice in their neighborhood while at the same time expand their sales and profits.

“Floorscapes is not just a selling concept for the consumer,” said Manny Llerena, Mohawk’s vice president of retail marketing. “It is a complete merchandising and marketing program for the retailer. “We look at the total home environment,” he added, “and give dealers ways to expand their sales beyond an initial floor covering purchase. That pays off in better profit, as well as consumer loyalty.”

This was most evident as members were given the first look at the numerous products Mohawk is rolling out in 2006, with many of the collections being exclusive to Floorscapes. Both soft and hard surface products received plenty of attention, as the mill introduced new lines in each category. Most notable were those from the collaboration between Mohawk, 3M and Solutia. The manufacturer, chemical company and fiber producer formed a tri-branding initiative on carpet. At the same time, Mohawk and 3M teamed up on a selection of hardwood products. In each case 3M’s new Scotchgard Protector Ad-vanced Repel Technology ( FCNews, Dec. 12/19) is used.

While Mohawk has partnered with Solutia, “ Stainmaster remains a central part of our product portfolio,” noted Tom Lape, president of Mohawk Residential. For example, the mill launched Designer’s Corner featuring Invista’s Tactesse Stainmaster fiber. Utilizing a proprietary manufacturing method, Mohawk created a group of products with tri-level construction. The line and display were developed with the help of the American Society of Interior Designers (ASID), one of the largest professional design organizations in the country. There is even a custom area rug program to go with it.

“We’re trying to bring luxury to soft surface,” Llerena explained. “So much attention has been on how luxurious hard surfaces are, that we wanted to let the consumer know all the things she can do with a fine piece of carpet such as those in the Designer’s Corner collection.” Partnering with ASID is something Mohawk wants dealers to do as well. “We want to establish a re-lationship at the local level,” Lape said. “Such as using local ASID designers in their stores; getting the store to be a supporting member of the local chapter, etc. It’s a way to better help the customer and put them in a position to be the local store of choice when it comes to flooring and decorating. It’s the same concept as the Re-Cover insurance program, which connects homeowners who suffered serious floor damage due to a disaster and insurance centers with a qualified Mohawk retailer.”

With the success of its Smart-Strand fiber (FCNews, Dec. 6/13, 2004), nine new products have been added. “This is the most successful launch we have had in 20 years,” said Ed Williams, Mohawk’s senior vice president of marketing. “In its first year, we averaged 3,000 customers a day buying a carpet with the Smart-Strand fiber.”

Mohawk also launched its new OptiBack system on a number of collections, including Soft Impres-sions, a new olefin featuring Per-maStrand XS which gives the product a soft hand like that found in the soft nylon fibers. Designed to make installation easier, OptiBack is a soft backing system with increased moisture, traffic and wear resistance than a typical backing, Llerena explained. It’s three times denser than ActionBack, yet flexible and soft which allows for a quicker and easier installation.

On the hard surface side, along with the new hardwood with Scotchgard, the mill gave Floorscapes members the opportunity to showcase its entire ceramic portfolio in one coordinated section for the first time. Decorative boutique displays featuring products from Daltile, American Olean and Mohawk Ceramic are displayed. “We’re employing our full strength of ceramic offerings,” Ller-ena said. “Not only can the dealer offer everything, it is set up in a very visual format to appeal to the female shopper. We want her to feel the store understands her needs.”

In resilient, members were given an exclusive display for the new K-Tech for Kitchens collection by Congoleum (FCNews, Dec. 12/19). “This will be our flagship product for 2006,” he noted.

With the acquisition of Unilin, Mohawk now has the capability to offer dealers a full range of laminate product under the Mohawk and Quick-Step brands. “The goal is to differentiate the Quick-Step and Mohawk products so dealers can sell both, allowing them to capture more sales,” said Dewavai Buchanan, Mohawk’s director of hardwood. “There will be very little crossover in product lines.

The Mohawk brand consists of all price points but the main focus will be on the entry level and better categories with some products hitting the best option. On the other hand, Quick-Step will be geared to the mid to upper levels with more special designs and colors. Even though Mohawk owns Quick-Step, it is still considered a vendor in the Floorscapes program, meaning a member is not required to carry it. “Quick-Step is sold through its own sales force and distribution,” Buchanan noted.

While floor covering products were the main focus of the convention, Mohawk gave members numerous other exclusive products and services designed to help them be more profitable. From exclusive products such as a radiant heat system by Ad-vanced Heating Technologies to insurance and office management systems from American Sterling and Gevity, Floorscapes members had plenty of options. In addition, a new hardwood refinishing system created through a partnership with Basic and Clark Sanders was offered as well as a smaller minivan option for its Design At Home program.

The wood refinishing system is a three-step process that makes old floors look new. It is the same system developed for bowling alleys 16 years ago and officials report there “has never been a failure.” The minivan features a modular storage system that holds everything a dealer needs for in-home selling in a smaller vehicle than the traditional extended cargo vans offered as part of the program.

Williams noted the convention was also a place for Mohawk to test new ideas, products and technology. “We are always looking for ways to help the Floor-scapes dealers, so what better way is there to give them what they want than by testing new concepts directly with them?” Some of these includes a store-wide electronic pricing system. “This system will start as a Floor-scapes exclusive and eventually be offered to other Mohawk dealers,” he explained.

One of the big items tested came from ACE. The hardware store franchise is also a manufacturer of paint and Mohawk was gauging reaction to having a Mo-hawk branded paint selection and display. “It is just another example of Mohawk’s evolution from a carpet manufacturer to a full-fledged home decorating company,” Williams said. “With dealers running the gamut—from $2 million to $70 million in annual sales—this is not a one-size fits all program” concluded Lape. “The idea is to create opportunities for each retailer. But it is up to him to utilize as many of the offerings as possible.”

By Matthew Spieler