CHALLENGE

Mohawk sells flooring and related products through a large number of independent carpet dealers with a variety of layouts, site conditions and building types as well as through other retailers. Mohawk tasked Miller Zell with the creation of a store-in-store dealer system that showcases the Mohawk family of flooring products and that elevates the appearance and organization of dealer locations. Mohawk also sought to extend its brand influence at the dealer.

THE RESULT


The design team created a modular "dealer-in-a-box" kit that logically organizes the merchandising and presentation of flooring product lines and that creates a completely new, warm, inviting and sophisticated retail environment. The new environment has created a "virtual" retail network for Mohawk with brand and product control at the dealer level without having to build its own retail network. The design is completely modular and is designed so that it can be "dropped" into nearly any retail footprint or site and instantly create a new retail experience. Modular elements are designed so that product and messaging can quickly be updated by store staff. The store-in-store is engineered for durability and it has been highly successful.

The engineering of the dealer system also minimizes disruption of stores already in operation. Miller Zell has managed the production, distribution and installation of hundreds of these systems.

Dealer-Based Case Studies