mohawk: jana kanyadan

JANA KANYADANCIO, Mohawk Industries Inc.

CREATING CHERISHED EXPERIENCESThrough Customer 360 Engagement

Always in Style.ALWAYS IN STYLE

The Best Flooring In The World• Founded 1878• 30 Flooring Categories• $9 Billion in Revenue• 32,100 Employees


Mohawk Industries is a leading global flooring company that creates beautiful and functional spaces for smart living

around the world. Our brands are among the most recognized in the

industry.

HQ: Calhoun, GA

Stock: MHK

Employees: 40K

Sector: Consumer Prods

Always in Style.


The Best Customers In The World• End Consumers – Residential and Commercial.• Channel Partners – Small and Large

5

Silo’d channels and sales org … Seamless “Path to Purchase” Experience Data in binders and pretty charts … Where is Information that drives action? Health of the business… Backward, Real time and Forward Views …

How is Mohawk changing?

ALWAYS IN STYLE

What is the Opportunity …

5

6

DISCOVERNEED

RESEARCH

DESIGN

SCHEDULEINSTALL

BUY INSTALL

INSTALLISSUE

POSTPHOTOS

REPAIRRIP

REMOVESTAIN

PLANPARTY

JOINGROUPS

CLEAN

BUY

DESIGN

REFERFRIENDS

POSTVIDEO

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIALTV

RETAILSTORE

WEBSHOP

REVIEWS

RETAILSTORE

WEBSHOP

CONTACTCENTER

RETAILSTORE

SOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

SUPPORTPORTAL

?

SEARCHKW/ ADS

WEBSHOP

WEB

SHORTLIST

CONTACTCENTER

WEB

SOCIAL

RETAILSTORE

SCHEDULEINSTALL

INSTALL

SOCIAL

A unique adventure..SUPPORTPORTAL

?

7

SHOP &BUY

RESTARTSERVICE

SHOP &BUY

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

SETUPPHONE

BILLINGISSUE

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

DISCOVERNEED

REFERFRIENDS

JOINGROUPS

RESEARCH

DESIGN

SCHEDULEINSTALL

BUY INSTALL

INSTALLISSUE

POSTPHOTOS

REPAIRRIP

REMOVESTAIN

PLANPARTY

JOINGROUPS

CLEAN

BUY

DESIGN

REFERFRIENDS

POSTVIDEO

WEB

PRINT

DIGITAL ADS

WORD OFMOUTH

SOCIALTV

RETAILSTORE

WEBSHOP

REVIEWS

RETAILSTORE

WEBSHOP

CONTACTCENTER

RETAILSTORE

SOCIAL

WORD OFMOUTH

SOCIAL

EMAIL

SUPPORTPORTAL

?

SEARCHKW/ ADS

WEBSHOP

WEB

SHORTLIST

AWARENESS

DISCOVERY

CONSIDERATION

ACTIONACTION

ADVOCACY

ADVOCACY

CONSIDERATIONINTEREST

USE

CONTACTCENTER

WEB

SOCIAL

RETAILSTORE

SCHEDULEINSTALL

INSTALL

SOCIAL

…can be planned for.SUPPORTPORTAL

?

8

One customer.

SHOP &BUY

RESTARTSERVICE

SHOP &BUY

SHOP &BUY

RECEIVEPACKAGE

MISSINGITEM

SETUPPHONE

BILLINGISSUE

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

REFERFRIENDS

POSTREVIEW

JOINGROUPS

POSTVIDEO

9

Many adventures.

SHOP &BUY

RESTARTSERVICE

SHOP &BUYSHOP &

BUY RECEIVEPACKAGEMISSING

ITEM

SETUPPHONE

BILLINGISSUE

PHONEDAMAGE

TERMINATESERVICE

NETWORKISSUE

REFERFRIENDS

POSTREVIEWJOIN

GROUPSPOSTVIDEO

10

Infinite possibilities.

SHOP &BUY RESTART

SERVICE

SHOP &BUYSHOP &

BUY RECEIVEPACKAGEMISSING

ITEM

SETUPPHONE

BILLINGISSUE

PHONEDAMAGETERMINATESERVICE

NETWORKISSUE

REFERFRIENDS

POSTREVIEWJOIN

GROUPS POSTVIDEO


Flooring is personal.Our customers want a special experience every time they take a journey with us.


To create cherished experiences required a shift from the fire hose…

Always in Style.

…to the spoon.ALWAYS IN STYLE


Which requires a new formula for engagement.

Always in Style.

End-to-End Process Execut ion

Harmonized Digital and Physical Adventures

Growth in Cherished Experiences& Profitable Customers

Real-t ime Customer Insight

ALWAYS IN STYLE


Mohawk implements it with eMPower16


THREE KEY AUDIENCES1. End Consumers2. Channel Partners3. Sales & Store Managers

eMPowerConsumer

eMPowerCustomer

eMPowerSales


eMPowered End Consumers• IMMERSIVE online and store experience• Social Dynamics and Engagement• Collaborative Communities (owners, designers, installers)• Digital Dialogue• Consistent Experience at Every Touch Point


SEO traffic has grown 34% YoY


Billions of Search Impressions

Millions of Site Visitors

Thousands sent to Channel Partners

Hundreds+ % in ROI !

22

Mohawk’s Fashion Flooring Design tool help Consumers decide products and guides them to the store of convenience

ALWAYS IN STYLE

23

Inspiration meets Incentives! Creates Stickiness for Mohawk Products

ALWAYS IN STYLE

24

Inside the store…

ALWAYS IN STYLE

25

Immersive Experience Continues … Touch Screen Meets Touch Products!

ALWAYS IN STYLE

26

Consumer Experience integrated with POS system. Personalized Experience meets Upselling and Revenue!

ConsumerStore Manager and Sales Personnel

Device Awareness

ALWAYS IN STYLE


eMPowered Customers• IMMERSIVE online and store experience• Self Service and Automation - Mobile Everywhere• Closed Loop Lead Management• Collaborative Communities (owners, architects, contractors)• Enhanced Intimacy Across All Channels

28

Social Dynamics and Engagement integrated to Samples selection and ordering.

ALWAYS IN STYLE

30

Auto generation of sales orders are created based on samples and products placed in cart.

ALWAYS IN STYLE

31

InventoryAccuracy…

ALWAYS IN STYLE

32

Real-time inventory integrated to POS and Order Processing

RFID = Accurate Inventory

ALWAYS IN STYLE


eMPowered Sales & Store Managers• Analytics Driven Selling – Big Data met Mobility• Customer 360 – Sales and Market Opportunity• Track and Trace• Seamless Sales, Stores and Service experience

1s t Gene ra t ion

CUSTOMER RECORD

Departm enta l / Channe l S ilos

SERVICE

SALES

MARKETING

COMMERCE

2 nd Gene ra t ion

‘Mult i’-channe l CRM Suit e s

CU

STO

MER

REC

OR

D

SALES &SERVICE

MARKETING

COMMERCE

3 rd Gene ra t ion

Om ni-channe l Engagem ent P la t form

CONTEXTUAL MARKETING &SERVICE

SALES &COMMERCE

CUSTOMER INTELLIGENCE

PHYSICAL &DIGITAL EXPERIENCE

ALWAYS IN STYLE

The evolution from CRM to CEC

35

Sales Superstar Program

Approve&

PrioritizeTop

5Pane

l

Ops

Super Star TM

Two key goals of ‘Superstars’:

1. Focus Reps on most important items by customer type; eliminate “noise”• Sales Action List

1. Prompt Reps to show select solutions to individual customers • Market / Sales

Opportunity

TEXTURE $14 - 17

Fiber Category

Fiber Brand

Selling Style Back Code

Brand New Intro

Wgt Lstr Col Den Sft REGRANK

National

Rank

Dealer Price

Price Level

TM3 Roll

Price

12 MnthSales

NYLON SM ISLANDER'S PARADISE A MCC N 52 MID SOL DEN TRD B C 18.81 >TM1 15.57$ NYLON WD AMERICAN BEAUTY - 1J41 A WWC N 44 DUL SOL STD SFT B B 17.19 >TM1 14.13$ NYLON WD FASHION DISTRICT - 1M99 A WWC N 44 DUL SOL STD SFT A A 16.11 TM1 14.13$ TRIEXTA SO SMART COLOR - 1I40 A MCC N 40 BRT SOL STD SLK A A 16.11 TM1 14.13$ 655$ TRIEXTA SS BRILLIANT DESIGN A MCC N 50 BRT SOL STD SLK A A 15.84 TM2 16.83$ 1,278$ NYLON WD SP465 - SP465 A HZN N 46 MID SOL STD TRD A B 14.85$ POLYESTER ES SP180 -SP180 A HZN Y 60 MID SOL DEN SFT A A 14.76$ POLYESTER ES SP177 - SP177 A HZN Y 58 MID SOL DEN SFT B A 14.76$ TRIEXTA SS PENHURST PLACE A ALD N 60 DUL SOL STD SFT B B Yes Yes 14.00$ 500$ TRIEXTA SS PERFECT MIX A ALD Y 45 MID TON STD SFT A A 14.67$ TRIEXTA SS BELCHAMP HALL A ALD N 50 DUL SOL STD SFT C B 14.67$

RECOMMENDED PRODUCTS

Provide Sales with Actionable Information that drives Specific Actions

ALWAYS IN STYLE

Always in Style.

Want/Need

Info Search

Evaluate

Purchase

Service

BrandAwareness

BrandPreference

BrandRecognition

BrandLoyalty

WEB

SITE

/ M

OB

ILE

WEB

/ S

EAR

CH

DA

M /

PIM

S / E

CO

MM

ERC

E –

Ado

be/[y

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eGui

ded

Selli

ng &

Ser

vice

–C

4C

AU

THEN

TIC

ATED

WEB

EXP

ERIE

NC

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]

Buying Cycle fillsthe Sales Funnel

Marketing activitiescomplete the Profile

InspirationalThought leadership

Event-triggered emails

Market solutions

Guided Selling

Online chatOnline product selection

Email+ Location

+Interests+ Market+ Cust Type

MA

RK

ETIN

G A

UTO

MAT

ION

–[y

] Mkt

g

Webcasts

Search engine marketing

Preferences

TCO whitepapersProduct comparisons

and reviews

Request a Quote/ Lead GenTrack shipment

Expert LocatorCare and Maintenance

+ Products+ Channelpartner+ timeframe

=Targeted, Relevant & Proactive

MO

BIL

E A

PPS

–SA

P M

obile

Mobile apps

Mobile apps

Mobile apps

ANALYTICS / METRICS

Expert Locator


Engage every consumer.every channel partner.every journey.every adventure.

EVERY TIME!

mohawk: jana kanyadan

Retail