KISSIMMEE, FLA. -- Mohawk used the annual convention of its Floorscapes dealers here to roll out a new store-within-a-store boutique concept centered on the relaunch of the company's CustomWeave line. Mohawk officials assured dealers on hand for the 10th annual meeting that the new initiative will help emphasize value over price, which they said was crucial to surviving the economic downturn.
KISSIMMEE, FLA. -- Mohawk used the annual convention of its Floorscapes dealers here to roll out a new store-within-a-store boutique concept centered on the relaunch of the company's CustomWeave line. Mohawk officials assured dealers on hand for the 10th annual meeting that the new initiative will help emphasize value over price, which they said was crucial to surviving the economic downturn.
"Dealers are hurting and there is a possibility that some may not survive," said Manny Llerena, Mohawk's vp retail marketing. "We can't cut or save our way out of a recession." He said the new merchandising concept was the result of eight months of "intense research" that identified a major opportunity to upgrade consumers to a higher price level. The concept, described by Mohawk as "livable luxury," is designed to capitalize on the relative strength of the higher end at a time of slumping sales.
The CustomWeave Boutique will bring back a premium line discontinued about two years ago and is specifically targeted toward women who are either a "Passionate Decorating Hobbyist" or a "Home Centric Cocooner." Using newly created in-store signage designed to work with existing merchandising displays, the 350 sq. ft. section will fit into the existing Floorscapes store layout and can be complemented with a new digital display and lighting package.
Mindful that even dealers in the Floorscapes program--which tends to draw successful multi-store operations--are skittish about making major changes in their showroom during lean times, the company came to the meeting in Florida armed with data to support CustomWeave. Mohawk, for example, said it found that 42% of consumers shopping for flooring "are looking for what CustomWeave offers." The company also crunched the numbers to demonstrate the potential upside. The calculation used to sway retailers was based on one customer per week upgrading from $19.99 per square yard to CustomWeave product priced $10 higher. The result for the typical Floorscapes dealer would be a yearly profit of $41,600, Mohawk said.
The CustomWeave launch was made with a bit of dramatic flourish on the evening prior to the Dec. 4-7 convention. At a reception held in the exhibit area of the meeting, the new displays were shrouded with white covers until David Duncan, Mohawk's vp residential, literally pulled the wraps off. "The higher end can get lost on the sales floor so we created a boutique," he said.--Al Stewart, Editor
