Case Studies Mohawk Industries – Retail Dealer Merchandising & Sales Support Download Pdf The Challenge Mohawk Industries wanted to capitalize on growing consumer love affair with stone and tile -- particularly in the Florida market -- but was finding it difficult to secure and maintain an exclusive and high impact presence for its tile and stone products within Retail Flooring Dealer showrooms. The Solution MAI developed and produced the Mohawk Tile Bottega program: a turnkey store-within-a-store merchandising concept that is supported with a variety of value-added marketing elements. The objective of the program was to gain a commanding presence within the flooring dealer store as well as secure their loyalty to Mohawk. MAI also created the sell-in approach and materials that were used to approach flooring dealers with the opportunity to become Mohawk Tile Bottega retailers. Program Elements Tile Bottega Showroom - a unique 1,000-sq. ft. retail selling space dedicated to Mohawk-sourced tile and stone products that is focused on "concept selling" - an artful merchandising technique that showcases coordinated looks and is a proven way to give consumers the confidence they need to bring the beauty and richness of tile into their own homes. MAI designed the space and produced all of the fixtures included in the Tile Bottega. Sell-in DVD Program - a virtual tour of the Tile Bottega environment that provided the rationale behind why retailers needed to join the program as well as highlights of the individual merchandising fixtures. Consumer DVD Series - an integral part of the Tile Bottega showroom, the consumer DVD series combined inspirational and visually compelling imagery with music and subliminal messaging about the advantages and beauty of tile. Value-Added Retailer Support Components(all developed and produced by MAI): Grand Opening Promo Kit -everything a new Tile Bottega retailer needs to announce and orchestrate the grand opening of a new showroom (print and broadcast advertising, direct mail, premiums, outdoor inflatable, window signage, event planner. Customer Satisfaction Program - professionally managed and orchestrated follow-up program promotes a positive customer experience. Exclusive New Product Introductions - offering a product overview and the detailed feature-benefit information on every new product line. Retailer Website - dedicated to facilitating retailer sales by offering online ordering capabilities for literature, product boards, samples and more. Semi-Annual Tile Bottega Retailer Roundtables - a venue for retailers to trade market insights with their peers and learn about emerging consumer trends. New Mover Direct Marketing Support - helps retailers tap into the highly profitable new mover market segment with customized mailings. Retail Sales Training - pre-formatted training presentation enables sales reps to teach retail sales associates the fundamentals of concept selling, as well as the nuances of the fixtures within the Tile Bottega retail environment. Print/Broadcast Advertising Support - supplemented with 800# support that directs consumers to the local Tile Bottega retailer. Seasonal Promotions - designed to help retailers capitalize on the spring / fall redecorating time periods. Retailer Resource Program - an on-going aspect of the support Mohawk provides, the Resource Program offers a formal way for retailers to request that Mohawk source and, ultimately, add specific products to its tile offering. Background For more than 120 years, Mohawk has been a trusted name in carpets. Today, the company is the leading producer and distributor of flooring worldwide. All major flooring categories -- carpet, rugs, hardwood, laminate, ceramic tile, and vinyl flooring -- may be purchased at authorized Mohawk dealers for residential or commercial application. The company operates under four divisions with its own products, features and brand names.