Independent flooring retailers want three things: to drive traffic to their stores, profitability, and help with business operations. In advance of Mohawk’s Edge Summit in Nashville, Tennessee, a conference for retailers who participate in the manufacturer’s loyalty strategy, Mohawk executives shared a candid vision of where the business is headed—and how insights from retailers are reshaping where the company is investing innovation digitally and in-store.
“Retail is entering a new era,” said Kelli Widdifield, Mohawk’s senior vice president of marketing. “We did lots of surveys and got feedback from the broad base of Edge dealers and our council members to determine how our Edge partnership strategy is going to help them with their business—the things they haven't had time to think through and worry about over the past two years.”