In an era where consumers start their flooring journey with a Google or social media search, many retailers are finding their websites aren't ready for the digital spotlight. That's about to change with Mohawk's new digital health assessment program, set to launch at the Edge Summit this December in Denver, Colorado. 

"Most retailers don't realize the opportunities they're missing online," said Todd Skidmore, senior director of digital marketing, e-commerce and analytics at Mohawk. "If they're not visible and findable on the web, they're putting themselves at a disadvantage."

The program performs a comprehensive checkup of retailers' digital presence, examining everything from website loading speeds to search engine optimization (SEO) and user experience. Participants receive detailed analytics and actionable strategies to transform their online storefront into a lead-generating powerhouse.

Mohawk's Omnify digital marketing platform's comprehensive analytics show retailers exactly how their site is performing. They can track the number of leads they're generating, identify where those leads are coming from, and understand what actions they can take to increase lead generation – like adding more contact forms to their site. These metrics are crucial because they help retailers determine if their digital strategy is succeeding or needs adjustment.

"It may mean they need to spend money on paid media, digital paid media, depending on whether they're getting the amount of traffic that they think or should be getting," Skidmore said. 

Content management is another key feature, with Mohawk providing regular updates tied to seasonal trends and product launches. "If it's around Earth Day month, we might be focused more on our PureTech, planet-friendly type of flooring," Skidmore noted, highlighting how content can be tailored to current consumer interests.

For retailers seeking a complete digital makeover, Mohawk's Omni program delivers an all-in-one solution. The package includes virtual room visualization tools, full product catalogs, and automated seasonal content updates—which can be implemented within an average of four to six weeks. The platform also tracks return on investment for digital advertising, helping retailers optimize their marketing dollars.

To strengthen the program's impact, Mohawk has expanded its partnerships with three digital solutions providers: Broadlume, Cyncly, and Roomvo.

Retailers can sign up through Mohawk's regional sales or marketing contacts or at upcoming Mohawk Edge Summit and Roadshow events, positioning themselves for a stronger digital presence in 2025.

Listen to the full interview!