Mohawk Industries (Calhoun, Ga.) announced the formation of Five Star, a program that will attempt to mesh the online and in-store experiences in order to accelerate sales.
The program, which will launch Jan. 1, 2019, will include in-store support for retailers, with annual showroom updates, as well as product support via Floorscapes and ColorCenter private label products, including enhanced warranties and a 60-day satisfaction assurance.
The program will also include retail “best practices” resources to address trends.
“Consumers are shopping differently today—it’s no longer a linear path to purchase,” stated Seth Arnold, vice president of residential marketing. “While digital has disrupted the consumer shopping journey, the one thing that remains unchanged is consumers are still going to the store to make their flooring purchases. The Five Star program is designed to connect the online to the in-store experience.”
Retailers must commit to supporting a mix of products and pay a quarterly fee in order to participate in the Five Star program.
