National Karastan Month is not just another sales event on the calendar for flooring retailers. The twice-yearly campaign represents for them a golden opportunity to excite their customer base while generating healthy revenue for their business.
Coming off a successful “Style Meets Savings” spring event dealers are eagerly anticipating the fall campaign, which runs from Sept. 18 through Nov. 2.
Like the spring campaign, a bevy of winning products—Karastan Black Label on the soft surface side and Karastan LuxeCraft Serenity (WPC), BelleLuxe Waterproof (laminate) and BelleLuxe Natural (engineered wood) on the hard surface side among them—will be available.
What’s more, Mohawk’s marketing/product team will again provide dealers with digital tools and assets, with the goal of making it the most successful sales period in the brand’s history.
Bruce Odette, president of Denver-based Carpet Exchange, is excited about the campaign. “What continues to make the Karastan sale successful is pretty simple: The discounts are real and they translate into meaningful savings for the customer. Karastan remains our No. 1 selling carpet line; when you combine a brand our sales associates know and trust with strong promotional pricing, it gets their attention.”
Odette said Carpet Exchange, which spans 17 locations, typically sees about a 20% increase in its Karastan business during these events. “This spring was another strong sale for us. Based on what we are seeing, we expect the fall sale to be very strong as well.”
For many dealers what stands out about National Karastan Month is how well the combination of premium products and strong consumer value resonates in the market. “We saw success across carpet, hard surface and area rugs, and the promotion created opportunities for customers to complete larger flooring projects,” said David Chambers, director of flooring, Omaha-based Nebraska Furniture Mart, with four locations. “We will be participating in the fall sale and we have high expectations. Karastan remains one of the most recognized premium brands in flooring, and we believe the combination of brand strength, promotional offers and a coordinated in-store and online experience will drive strong customer engagement throughout the event.”
Salt Lake City-based RC Willey, with 11 locations across four Western states, has been taking part in National Karastan Month campaigns for the past 15 years—and with great results. “The promotion consistently delivers results,” said Steve Hendricks, flooring buyer for RC Willey. “The rebate offer creates a compelling advertising message and generates strong interest from customers shopping for premium flooring. One thing we’ve found is that while customers may initially be drawn to an instant discount, a mail-in rebate often feels more credible and creates greater confidence in the value of the promotion. Because we inventory a wide assortment of Karastan products, those styles naturally perform well during [the sale].”
But perhaps the biggest impact, according to Hendricks, is seen through special-order products that are not typically on sale. “The promotion allows customers to choose from virtually any Karastan style while still receiving a meaningful incentive, which helps drive additional business across the entire assortment,” he explained. “Karastan also does an excellent job with its point-of-purchase materials. The displays and promotional signage stand out on our showroom floors, helping create excitement around the event and making it easy for customers to understand the value of the offer.”
Hendericks noted that the program empowers RC Willey’s sales associates to deliver a valuable savings opportunity for customers without having to adjust the selling price of the carpet. “It is a win for everyone involved,” Hendricks said. “Customers receive an attractive offer on a premium product, our sales team has an effective tool to help close sales, and the promotion continues to drive strong performance for the Karastan brand.”
Jon Moore, vice president of Fort Myers, Fla.- based Wayne Wiles Floor Coverings, said National Karastan Month gives his team a great reason to “create urgency” with customers who are already considering a floor covering project. “The savings ends up giving our customers an extra reason to say yes while still allowing our sales team to focus on quality, style and overall value of Karastan,” Moore said. “We also like having a broader selection across both soft and hard surface.”
At the end of the day, having confidence in selling a brand like Karastan makes all the difference for the RSA. That’s according to Steven Cootware, head of retail for Wayne Wiles. “Our sales staff understands that National Karastan Month is a win for everyone,” he said. “It gives our customers meaningful savings and gives our sales staff another great tool to help close the deal. We expect the combination of the savings and marketing support behind the event to help generate interest and give customers who have been sitting on a project that reason to move forward.”
What delights Susan Hadinger, CEO of Hadinger Co. of Naples, was the Karastan name, promotional pricing and sense of urgency the sale creates. “Customers recognize Karastan as a premium brand, so having a strong promotional offer gives our salespeople a good reason to bring Karastan into the conversation and help make the decision easier for customers,” she said.
