By FCNews staff
Mohawk plans to hit the road in early January to deliver an enhanced regional show experience directly to specialty retailers. Set to launch on Jan. 5, 2021 in Chicago, Ill., the Mohawk Momentum Roadshow will showcase the latest in product innovation and program offerings to help retailers move their businesses forward in 2021.
“Coming together to connect with our retail partners is more important now than ever before,” said Jeff Meadows, president of residential sales at Mohawk. “Consumers are spending more time at home and online searching for new ways to improve and upgrade their living spaces, including shopping for flooring. This is great news for our industry but only if we can deliver—and Mohawk can. Mohawk didn’t stop innovating during the pandemic, and customers can count on us to bring the momentum they need for 2021 when it’s needed most—at the beginning of the year.”
Over the course of 60 days, the Mohawk Momentum Roadshow will travel to seven cities across the U.S. and Canada, both in person and digitally, to engage with retailers. To gain an advantage in their local markets, attendees will get a first look at Mohawk’s full line of new flooring solutions from three of the most recognized brands in the industry: Mohawk, Pergo and Karastan.
The Mohawk Momentum Roadshow is scheduled to make the following stops:
- Chicago, Ill.—Jan. 5-7
- Atlantic City, N.J.—Jan. 12-14
- Dallas—Jan. 25-27
- Huntington Beach, Calif.—Feb. 1-3
- Calgary, Alberta, Canada—Feb. 9-11
- Toronto, Ontario, Canada—Feb. 16-18
- Atlanta—Feb. 23-25
Customer and employee health and safety is a critical aspect of the tour. “A roadshow allows us to easily adhere to local guidelines and, of course, alter plans around COVID-19 while still providing our customers with the immersive events they have come to expect from Mohawk,” Karen Mendelsohn, senior vice president of marketing, explained. “In a time of much uncertainty and fluctuating travel restrictions, Mohawk is leading the industry in adaptability and innovation.”
Mohawk’s safety protocols will include:
- Non-invasive thermal temperature scans at all guest and employee entrances
- Complimentary Mohawk guest face coverings
- Hand sanitizer stations
- A team of cleaning professionals sanitizing common areas continuously
“We look forward to the day when we can meet as an industry [en masse] at industry shows,” Mendelsohn said. “Until then, we are delivering the Mohawk Momentum experience to our customers so they can kick-start the new year.”
Retailers chime in
While the Atlanta event in late February is in closest proximity to his business, Lou Morano, president of Capitol Carpet & Tile in South Florida, will not be waiting for that. Rather, he will fly to Chicago to attend the tour’s first stop on Jan. 5. “As a Mohawk-aligned dealer, I’m glad they are moving forward with this Momentum tour,” he told FCNews. “I’m always excited to see new products at the beginning of the year. And I’m also looking forward to reconnecting with the people we would normally see on a regular basis. These people usually come to us, and no one has been doing that for the last few months.”
Ashlie Butler, president of Bob’s Carpet & Flooring in Tampa, is also glad Mohawk is taking the lead and moving forward with these regional events. “Mohawk is smart to have its regional shows after all these months of pause,” she said. “Retailers will be able to see new trends, the new products coming into the marketplace, etc. Plus, Mohawk is making it comfortable to attend something I feel I should be at without thinking about the pandemic. I’m guaranteed to go because I am able to drive to Atlanta and feel safe.”
More importantly, Butler said she believes it’s time the industry got back to business. “I’m disappointed not every show is going to happen in January because that will negatively impact our 2021 spring selling season,” she said. “As an industry we are three or four shows behind where we normally are right now due to COVID-19. For example, in normal times we would see new products at NFA in September, and by the January meeting (the day before Surfaces) everything for [the coming year] is ready to launch. But I am guessing our fall meeting in Savannah next month will be more about reinforcing what we were shown before COVID-19 hit rather than new product launches.”
With that said, Butler—like many retailers—is ready to see many new options. “I’m excited to see new price points,” she explained. “I’m excited to see new innovation for the first time since Surfaces ’20. There hasn’t been a show since Surfaces. And the reps have not been coming in since March; they’re just starting to come back.”
Butler did acknowledge that Mohawk reps have been visiting her stores for the last few months. “As such, our business is up with Mohawk,” she said. “They have been right there with Bob’s Carpets since the beginning of COVID-19.”
Other prominent Mohawk retailers are excited about the 2021 Momentum Roadshow. “As a Mohawk Edge premier retailer, I look forward to the regional shows,” said Typhannie Watson, owner of Carpeting by Mike, Somerset, Wis. “I expect to see what Mohawk is doing over the next year, including new product releases. They always deliver on my expectations and even surpass them.”
For Watson, attending the show is a great return on investment of time. What’s more, it allows her to build on the relationships with the Mohawk personnel that she has come to call friends as well as connect with her fellow retailers. “I thrive on learning about what other retailers are doing, such as creative ways of marketing, delivering the best customer experience and being profitable,” she said.
Craig Phillips, president, Barrington and Carpet Country, Twinsburg, Ohio, said it is great to see Mohawk lead the charge to get back to business as close to normal as possible. “Mohawk’s roadshows will help dealers plan their path forward and help them with the right tools to grow their businesses,” he said. “I believe Mohawk will take all necessary steps to ensure the safety of its customers and employees who will be attending the various events. I am positive that we will be attending the Chicago roadshow.”
Retailer registration for the 2021 Mohawk Momentum Roadshow will open Sept. 18.