Mohawk’s paradigm shift

Home Inside FCNews Mohawk’s paradigm shift

Change in laminate brand marketing strategy reflects product’s evolution

February 5/12, 2018: Volume 33, Issue 17

By Reginald Tucker


After conducting extensive consumer research, Mohawk has decided to dramatically alter the way it markets its laminate flooring product offerings at retail. In a nutshell, laminate products previously positioned under the “laminate” banner will now be labeled RevWood—although the core construction of the product has not changed. Ditto for the company’s Quick-Step division, which will now market its laminate lines under the NatureTEK banner in a separate marketing initiative.

FCNews looks at the specifics of the respective changes and enhancements:

Same but different
With LVT, WPC and rigid core flooring continuing to nip at laminates’ heels, Mohawk is exploring ways to keep some of the focus on laminate. How? By not referring to the category—which is still based on traditional HDF core plus melamine-infused designer paper construction. The move, according to the company, is designed to make consumers rethink the hardwood category.

“RevWood is for people who desire the beauty of wood floors without compromising performance,” said Gary Lanser, president, Mohawk hardwood and laminate. “The vintage allure and incredible hardwood realism of RevWood Plus looks and stays gorgeous no matter what your family throws at it.”

All in the messaging
Mohawk laminate marketing and promotional collateral, including merchandisers and displays, will now carry the header: “RevWood Plus: Wood Without Compromise.” According to Mohawk, this is designed to correlate to the way some consumers view laminate flooring today.

“In a study we conducted, consumers ranked RevWood and TrueTEK [the new Quick-Step laminate brand] right up there with real wood,” Lanser stated. “In the consumer’s mind, solid wood flooring is still the gold standard, but now you have all these other hybrid products crossing lines. The fact is, whether it’s our real wood products vs. NatureTEK, once it goes down, the customer has no idea which one is real wood vs. a laminate. It’s hard to differentiate just by sight.”

Takes a licking…
According to Lanser, RevWood planks offer impressive, reliable durability that resists stains, scratches and dents and is 100% waterproof. That means spills, accidents and tracked-in stain-makers are kept on the surface for quick, easy cleanup thanks to Uniclic MultiFit technology. RevWood Plus also features All Pet Protection & Warranty covering all pets, all accidents, all the time.

“As a leader in the flooring industry, retailers can trust Mohawk to take our products to the next level in the coming years,” said Karen Mendelsohn, senior vice president of marketing.


What’s in a name?
In much the same way that Mohawk-branded laminate flooring is taking on a new identity, the company’s Quick-Step-branded laminate product

s are undergoing a big change. Henceforth, Quick-Step laminate offerings will now fall under the NatureTEK banner. (This is in keeping with the division’s decision to promote its previous Q-Wood offerings as TrueTEK products, and its luxury vinyl products—launched in 2016—as EnduraTEK (formerly Quick-Step LVF).

Billed as the new face of performance in flooring, Quick-Step TEK is built for people with active lifestyles. “From resilient to laminate to engineered hardwood, we have TEK covered,” Lanser said. “Our TEK products are a leap forward in providing customers simplicity in their hard surface purchase journeys along with bringing them what they want.”

Form plus function
Mohawk executives are confident in the ability of its new laminate offerings to not only stand the test of time but also dazzle consumers via realistic visuals.

Quick-Step’s NatureTEK Plus line, which features a waterproof laminate wood construction, combines Mohawk’s patented Uniclic Locking System, GenuEdge beveled technology and innovative HydroSeal coating. So NatureTEK Plus withstands everyday spills and wet mopping while also resisting fading, scratches and stains.

“In 10 years we expect these floors will look the same as they did when they were first installed,” Lanser stated. “The realism of NatureTEK and RevWoods is incredible, and the moisture resistance is incredible. We’ve put down millions of square feet of product; when there are spills the water doesn’t leak through. We’ve done a lot of real-world testing that bears this out.”

First impressions
Distributors on hand for the official rollout of the NatureTEK at Surfaces 2018 were impressed with the realism of the visuals as well as they performance story. They also embraced the new marketing strategy.

“This is good stuff,” said Keith Slobodien, president, Apollo Distributing, a top 20 wholesaler. “Laminate has become secondary to wood in terms of prestige and waterproof capabilities. By focusing on TEK—whether it’s vinyl, wood or laminate—it’s probably a better overall product positioning.”

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Volume 33, Issue 17