Mohawk boosts retailer business with targeted leads

Home Inside FCNews Mohawk boosts retailer business with targeted leads

June 8/15, 2015; Volume 30/Number 1

By Jenna Lippin

With a belief that the flooring industry will change more in the next five years than it has over the last 30, Mohawk is helping retailer partners in this transformation driven by digital innovation.

“We are focused intensely—and have invested significantly—to seamlessly connect the online world, where people go to access information, with our retail partners’ in-store experience, where people go to buy,” explained Mike Zoellner, vice president, marketing services.

The company is focused on various methods of engagement, including consumer websites, search engine marketing (SEM), behavioral targeting campaigns, friends and family initiatives and reputation management (ratings and reviews). Following engagement is conversion, in which “browsers” become buyers, which is facilitated through lead generation and demand generation campaigns.

Mohawk’s approach to lead generation is considered different from what other manufacturers and buying groups are doing for their dealer partners. Those leads that are “highly qualified” are sent into the Mohawk Lead Center, which allows retailers to follow up and target marketing to prospects.

Lead Booster is one feature of the Lead Center that focuses on online ads. Mohawk works with its retailers to “analyze traffic and purchase most-used search terms in a local market,” Zoellner explained. “Digital promotional advertisements begin appearing to targeted consumers and serve up offers, connecting interested consumers to a retailer’s lead platform for follow up and conversion.”

Must Read

Mannington Commercial names Cindy Kaufman VP, marketing  

Calhoun, Ga.—Mannington Commercial has named Cindy Kaufman its new vice president of marketing, effective today. In her new role, Kaufman will be responsible for...

Jorge “Tito” Boror inducted into NWFA’s Legacy Scholarship Program

St. Louis, Mo.—The National Wood Flooring Association (NWFA) has inducted the late Jorge "Tito" Boror, past business manager at LOBASAND, into its Legacy Scholarship...

Wider, longer hardwood planks maintain momentum

Consumer demand for broader, beefier hardwood planks —those products starting and 6 ½ inches wide in lengths exceeding 5 feet— continues to gain steam...

New single-family home size trending lower

Washington, D.C.—An expected impact of the virus crisis is a need for more residential space, as people use homes for more purposes, including work....

CRI names Russ DeLozier president

Dalton—The Carpet and Rug Institute (CRI) board of directors has named industry veteran Russ DeLozier as the next president of the CRI, the leading...

The path to success isn’t always a straight line

I’m a big fan of golf. In fact, it’s probably my favorite sport next to basketball. Some people might think it’s boring, but I...
Some text some message..