Calhoun, Ga.—Mohawk is investing in the powerhouse product brand with a state-of-the-art merchandising destination, the SmartStrand Color Wall. Designed to elevate the overall shopping experience, Mohawk’s SmartStrand Color Wall is designed to inspire consumers to easily shop and confidently select a color and comfort level for their home.
“With a reputation for being extraordinarily clean, exceptionally durable and environmentally friendly, SmartStrand has been installed in more than 11 million homes,” said Denise Silbert, Mohawk’s vice president of marketing, soft surface. “Along with all the innovation and consumer research that went into the development of the Color Wall Destination, we are introducing the largest number of new SmartStrand styles in over three years.”
The new styles featured on the Color Wall include colorations and designs that complement the extraordinary performance that both customers and consumers have grown to trust. Ideal for sales associates, the brand-new Color Wall Destination provides a compelling selling experience to consumers that allows them to confidently select color and comfort across a range of price points.
“For RSAs, the Color Wall is an innovative way to get shoppers back to carpet,” said Thomas Kilgore, Mohawk’s senior product director, soft surface. “The Color Wall will reinvigorate sales as it effectively showcases that, with SmartStrand, consumers can have it all. SmartStrand proves that there is no need to settle when it comes to color, softness or durability.”
In addition, Mohawk is introducing impactful marketing campaigns designed to drive consumers in store by showcasing SmartStrand’s industry-leading performance attributes while enhancing its design story and amplifying the benefits of All Pet Protection & Warranty.
“Through elevating our ‘Fashion Meets Performance’ story, that pulls together styles with visual interest from across our portfolios, we are giving our retail partners the ability to capture consumers’ interest online,” Silbert explained. “They will continue their shopping journey in store where they can shop the Color Wall to make quick purchase decisions with the help of an RSA.”
SmartStrand on social
Providing an additional way for retailers to showcase SmartStrand’s performance capabilities, Mohawk created the SmartStrand Sales Demo Challenge. Through this social media campaign, Mohawk asked its sales team to make the biggest mess they could on SmartStrand to show how easy it was to clean the carpet to its original state. SmartStrand proved to stand up to every test, from messy kids at a baseball field to barbeques to even farm animals.
To keep the momentum of this challenge going, Mohawk presented a demo version at Edge Summit with a new marketing campaign to follow in 2023.