By Steven Feldman
SAN ANTONIO—Mohawk for years has focused on providing solutions for floor covering dealers, particularly its aligned dealer network. To that end, at its recently combined Floorscapes/Color Center Elite convention, aptly named Solutions 2010, in addition to products and programs, Mohawk put a premium on training—world-class training— for its aligned dealer networks.

This training was made possible in large part by virtue of the decision to bring the two groups together, according to Manny Llerena, vice president of retail marketing at Mohawk. “Any savings incurred by combining the conventions we put into world- class training and instructors. As an example, instead of having [management and leadership training guru] Ken Blanchard on video, we have him in person.” Other workshops were led by Andrew Oxley, president of customized training solutions provider VisionPoint, and Don Hutson, CEO of business solutions expert, U.S. Learning.

But that’s just the beginning. Rather than give its aligned dealers two or three days of education at convention, the training will be spread throughout the year. “In the past we felt it was critical to give the dealers 20 or 30 things to take with them,” Llerena said. “What we discovered was when they get back to their stores it’s difficult to get away from the trenches. This year we are providing less information at convention followed by a year-long agenda of additional training. A good example is sales training. You can’t attend a one-day class and expect to enact change. So we developed an online training module with 24 courses that are sent out every two weeks.”

In addition, in 2010 Mohawk will offer three other programs throughout the year in 14 cities that present no more than a two-hour drive for 60% of Floorscapes and ColorCenter dealers. In the spring, “7 Habits of Highly Successful People” will be led by Franklin Covey; “Benchmarking and Planning the Future of Your Business” will be offered in the summer; and in the fall, employee performance will be targeted with a course on how to hire, coach and motivate.

In an effort to offer the most relevant training, topics were derived from member feedback. Approximately 750 Floorscapes and ColorCenter Elite dealers were asked how they view their strengths and weaknesses in categories like management, technology, customer service, etc. Mohawk’s training for 2010 focuses on those areas where a higher percentage of dealers said they needed help, such as business planning and marketing.

“So at this convention, we are strengthening our benchmarking program,” Llerena said. “For the area of personal management, hiring and managing employees is one of our training programs. In the area of marketing, we are introducing some new merchandising and selling systems.”

Maryanne Adams, president of Avalon Carpet & Tile, one of the largest flooring retailers in the U.S. and the No. 1 Floorscpaes dealer, told FCNews she takes full advantage of Mohawk’s educational offerings. “We fly them in a couple times a year for on- site training,” she said. “We participate in its benchmarking. And we are already working with [Vision-Point’s] Oxley to customize a management training program. We have a young management team, many of which have come through the ranks, and we feel they deserve the training to grow with us.” She added that Avalon will definitely take part in the 24-module training series.

Gary Frankhouse, My Floors by Prints and Paints, Galion, Ohio, believes Mohawk’s educational commitment jumps out. “That’s the reason why we partner with them,” he said. “There’s not another company in the industry that can do it like Mohawk.” He added that he will definitely take part in the 24 modules. “You’re overloaded with information here. You can’t take everything back with you.”

Another way Mohawk plans to stay close to the dealer throughout the year is via a new quarterly magazine, Solutions, which launched this summer. The goal is to bring relevant information to the dealer and spur him to create change in his business. “This is a business magazine; not a flooring magazine,” Llerena said. “This was developed for the business owner. The articles are not about product or merchandising. Any of the articles can create dramatic change. In fact, many of the dealers are writing articles themselves.”

The product story

Whether it was hard or soft surface, the recurring theme was simplification—take carpet, for example. Mohawk simply focused on its three fiber systems: SmartStrand Sorona, WearDated and EverStrand. Soft was a common refrain across each platform.

Specifically, SmartStrand continues its roll. Among the introductions was a 75-ounce product strictly for aligned dealers in all 62 colors.

What’s driving SmartStrand’s success? “First and foremost, it’s a softness story backed by a performance story and a warranty package unified through a trusted and recognized brand,” said Tom Lape, president of Mohawk Residential. “At the same time, it provides a high degree of value when compared to other products in the marketplace, which is what today’s consumer is demanding.

“And the best thing is, we don’t have to tell the consumer anything. She touches it and wants to buy it. The consumer sells herself because of the soft hand that is unmatched in the industry today.”

The other key attribute that is very important to the consumer of today is permanent stain resistance, he added.

Avalon’s Adams noted her multi-store chain sells more SmartStrand than nylon. “Until SmartStrand came out, we sold more nylon,” she said. “It’s because Smart-Strand has a story of stain resistance, and customers are looking for value.” She added that Avalon has the SmartStrand color wall in every store. “It attracts the retail customer.”

Frankhouse is also a big fan of SmartStrand, noting its durability and cleanability. “It’s everything you need in one carpet. It’s the only carpet out there warranteed for red wine, mustard, coffee, pet urine, etc. Nine of my top 10 selling carpets are SmartStrands.”

On the WearDated side, Mohawk took the wraps off its latest introduction: SoftTouch with SoftFusion technology, which the company is heralding as the softest nylon in the industry. “We found a way to incorporate the technology into a variety of textures,” Lape said. In all, 28 products were introduced including textures, loops, tri-tonals, friezes and more. For Floorscapes dealers, they will be housed in the Customweave boutique; ColorCenter Elite dealers will display them within their Fashion Studio area.

When it comes to EverStrand, a green story is taking center stage. Not only green, but certifiable green. Every EverStrand product now contains at a minimum 10% postconsumer recycled content and as much as 100% in 18 styles. What’s more, Mohawk is providing on-demand certification letters to validate post-consumer recycled content. Dave Duncan, vice president of marketing, referred to it as PSA: proven, specific and authentic. “We don’t just say we’re green; we prove it.”

Merchandising

Again, when it came to displays, the recurring theme of simplicity was front and center. Mohawk has been working with store design and development company Miller Zell to understand the female shopper within the retail environment through focus groups, shop-alongs, multiple store visits, etc. “We learned we make shopping difficult,” Llerena said. “We have names that make it difficult to determine what’s in the display. She sees a sea of sameness without any clear differentiation.”

Mohawk also learned that because of the nature of the product, the consumer relies on the display as well as the retail sales associate. Therefore, any merchandising unit must take the guesswork out of the equation. This is all illustrated in a new hardwood selling system, aptly called The Hardwood Collection by Mohawk. The unit goes through how the consumer wants to buy her floor, walking her through color (light, medium dark), texture (smooth to heavy scrape), grain and width. “We do these things visually,” Llerena said. “We use pictures to depict what each of the four characteristics does to the room.”

In addition, the center of the display explains ScotchGuard protection, the Uniclic locking system and GreenWorks’ attributes. If any of those things are important to her, the respective icons are located on the sample. The display holds 80 SKUs with retail price points ranging from $3.99 to $14.99.

Llerena noted the display was basically built by the female shopper. “She only wants enough information to make the right choice for her home,” he said, adding that this concept had a positive impact last year with the Customweave display within the Floorscapes group. “We think this will be a big hit for us. We do not believe she buys by price point.”

Avalon’s Adams committed to all the Customweave displays last year. “They did a great job with the merchandising. It has a boutique look that attracts the female customer.”

She is excited about the new hardwood display for a number of reasons, not the least of which are its simplicity and its private- label aspects. “Mohawk has done its research on how a female shopper would purchase a hardwood floor,” she said. “We think the company got it right going after color, style and design. It’s much easier. There is enough information but not too much. [The size] is a commitment, but the fact it is private label makes it an easier decision for us. It’s so easy to shop wood these days. We have even looked to private label ourselves.”

Frankhouse believes the fact it was designed by a female gives it a definite advantage. “It’s definitely much simpler than before. Even I had to focus to grasp the old method.”