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Mohawk Revs Up Momentum for Retail
Mohawk kicked off its Momentum Roadshow in Dallas. The company said it has been working for over a year to create and execute the experience safely for its customers.
Mohawk unveiled its largest product launch in the company’s history, along with new marketing and promotions strategies, during its Momentum roadshows. Retailers scheduled appointments with their Mohawk sales representatives in Dallas, Texas; Atlanta, Georgia; Indianapolis, Indiana; and Huntington Beach, California.
“Customers are excited to be here,” said Trey Thames, senior vice president of residential sales, Mohawk. “We have had more compliments of customers thanking us for having the show. They are glad to get out, they are glad to see other people and to see product. It’s a relationship business, a tactile business, and a fashion business, and this all lends themselves to in-person viewing, touching, and feeling, and I think we’re doing all the right things.”
Floor Trends met up with Mohawk in Atlanta, Georgia, on stop number two of the Momentum Roadshow.
Mohawk developed a merchandising program for retailers to market performance accessories, including a new vinyl 4-in-1 transitional piece, a waterproof quarter round, a vinyl stair cap and underlayment for any waterproof floor, including new WetProtect floors.
Mohawk is expanding its SolidTech line in 2021 to offer retailers a full assortment of product including luxury modular flooring, flex and rigid.
Floor Trends met up with Mohawk in Atlanta, Georgia, on stop number two of the Momentum Roadshow.
Mohawk developed a merchandising program for retailers to market performance accessories, including a new vinyl 4-in-1 transitional piece, a waterproof quarter round, a vinyl stair cap and underlayment for any waterproof floor, including new WetProtect floors.
Mohawk is expanding its SolidTech line in 2021 to offer retailers a full assortment of product including luxury modular flooring, flex and rigid.
To keep retailers and employees safe, the company implemented protocols that included non-invasive thermal temperature scans at all guest and employee entrances, complimentary Mohawk guest face coverings, hand sanitizer stations, a team of cleaning professionals sanitizing common areas continuously, and a certified COVID compliance officer onsite at every location.
“It’s great to be out and see people I haven’t seen in a while,” said Mark Compston, owner of Mark’s Floors in Minneola, Florida. “You can only do so much on the phone and Zoom.”
Mohawks new WetProtect technology features watertight joints and an advanced waterproof finish, guaranteeing protection with a lifetime warranty for both the floor surface and subfloor.
Checking out new soft surface introductions. From left: Harry Scott, senior director of product management, Mohawk; Tanja Kern, editorial director, Floor Trends; and Jamie Welborn, vice president of residential carpet production, Mohawk.
Ed Sanchez, Mohawk’s vice president of product management, resilient; and James Daly, senior director of product management; discuss the technologies that aided in developing the new Karastan LuxeCraft luxury vinyl flooring. These new visuals tap into the consumer preference for hard surface flooring with inspired stone designs.
The new UltraWood collection is a waterproof hardwood flooring line produced in Virginia.
Mohawks new WetProtect technology features watertight joints and an advanced waterproof finish, guaranteeing protection with a lifetime warranty for both the floor surface and subfloor.
Checking out new soft surface introductions. From left: Harry Scott, senior director of product management, Mohawk; Tanja Kern, editorial director, Floor Trends; and Jamie Welborn, vice president of residential carpet production, Mohawk.
Ed Sanchez, Mohawk’s vice president of product management, resilient; and James Daly, senior director of product management; discuss the technologies that aided in developing the new Karastan LuxeCraft luxury vinyl flooring. These new visuals tap into the consumer preference for hard surface flooring with inspired stone designs.
Adam Ward, senior director of hardwood and laminate, Mohawk, shows UltraWood—waterproof hardwood flooring produced in Virginia.
“I’ve been doing this for quite a number of years, and ever though these shows have drastically changed in the last two years, I think they are very informative,” said Chris Kemp, owner, Kemp’s Dalton West Flooring, with three locations in Georgia. “We try to get our whole staff here. I have seven coming today and seven coming tomorrow. The more you can get your associates to see the product and ask questions, it serves us, the retailer, so much better.”
To accommodate retailers who can’t attend the roadshow, Mohawk launched a virtual showroom that enables viewers to explore new collections via images and video.
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