Case Study: SmartStrand with DuPont Sorona Scores Big; Latest Fiber Innovation Generates Excitement, Closes Sales
Mohawk's new SmartStrand™ fiber made with DuPont™ Sorona® polymer cannot be overestimated. It is the biggest innovation in fiber in the last 20 years. With its exceptional resilience, engineered-in stain resistance, and overall performance, SmartStrand is generating lots of consumer excitement-and the potential for substantial profits.
These advantages, coupled with the heritage of the DuPont brand, make SmartStrand a powerful consumer draw. Dealers say it's already making an impact.
Retailers are making SmartStrand the focal point in their stores. Carpet Weavers, headquartered in Bloomington, IL, built custom cabinetry for the Mohawk SmartStrand display at each of its six locations. The display features a TV screen that continually loops the SmartStrand video so consumers see how easy it is to clean.
John Searfoss, Jr. of Warehouse Tile and Carpet in Baltimore didn't wait for customers to walk through the door. Once he received his display, he immediately began making phone calls and writing orders. Then he created an innovative in-store promotion. For every order of SmartStrand made with DuPont Sorona polymer sold and installed with Mohawk premium cushion, Searfoss includes a Bissell Little Green Machine Pro Heat steam cleaner.
"It is the easiest piece of carpet to sell in the store," said Doug McCool of McCool's Carpet in Kokomo, IN. "The lifetime stain, 15-year wear, and 10-year texture warranties make it the consumer's choice. The consumer price points make it a great value."
"The SmartStrand display is the focus of our store," said Hassan Kany of Action Carpet & Floor Décor in Oceanside, CA. "All our product presentations start there. Then the fiber's properties sell the product-stain, wear and feel. That 2'x 6' area out produces any other square footage on the floor in soft surfaces."
"We proved its value to ourselves with our own tests. Our people now believe the story," said Donna Terpstra of Terpstra's Floor Center in Ottawa, IL.
"People (consumers) like the idea of the fiber. The stain protection never goes away. We carry stock and that closes the sale," said Penny McCann of Furniture & Flooring, Siren, WI.
The versatility of SmartStrand is also very useful. "The SmartStrand product collection fits many lifestyles," notes Dave Beebe of Stoneridge Carpets in Reeds Spring, MO. "The uniqueness of the product has created selling excitement in our sales force."
SmartStrand made with DuPont Sorona polymer is exclusive to Mohawk. Learn more from your Mohawk rep, call 1-877-ASK-MOHAWK or visit www.mohawk-today.com.
DuPont™ and Sorona® are registered trademarks or trademarks of DuPont and are licensed to Mohawk. SmartStrand™ is a trademark of Mohawk.