As Flooring Shoppers Evolve, Mohawk Transforms Edge Partner Program

When it comes to specialty flooring retail, personal service isn’t enough anymore. That’s the driving insight behind Mohawk’s ambitious transformation of its Edge partner program, which aims to help retailers bridge the gap between customer interactions and customer satisfaction.

Research revealed a troubling disconnect: while 81% of specialty flooring consumers receive personal assistance from retail sales associates (RSAs), only 54% leave stores feeling satisfied. This statistic, excluding big box retailers, helped completely reimagine how Mohawk supports its specialty retail partners.

“Edge Stores is designed to focus directly on the needs of our retail partners by elevating the consumer experience and providing them with the tools needed to grow their businesses,” said Laura Bartley, Mohawk’s vice president of marketing, communications and events. “The program is about delivering real, tangible benefits to our partners — whether through increased visibility, co-op support or personalized marketing services.”

The revitalized program, which is offered to Mohawk’s top three retail partnership tiers, structures support around two key pillars: comprehensive showroom support and growth acceleration tools. To qualify, retailers must maintain displays across all Mohawk product categories, demonstrating their commitment to offering customers a complete shopping experience.

A centerpiece of the program is the Edge Experience Academy, which transforms traditional sales training into an interactive, modern learning experience. Through six weekly one-hour virtual workshops, RSAs engage in live, camera-on sessions with peers across the country, learning techniques that go beyond product knowledge to focus on creating superior customer experiences. Each member store can enroll two RSAs, who gain ongoing access to community roundtables and forums after completing the program.

The showroom support extends beyond training to include innovative tools like store lighting solutions, digital product kiosks, and virtual showroom design consultations. The digital kiosks feature Mohawk content like a Floor Finder quiz, which helps customers narrow their choices based on room type, style preferences, and performance requirements, making the selection process less overwhelming for consumers.

The program also reimagines financial incentives, replacing traditional rebates with growth-focused benefits. Edge Store members receive priority placement on brand site dealer locators, which has proven crucial— top-listed dealers capture 46% of leads generated. Additionally, participating retailers see their co-op benefits increase by 3%, providing more resources for local marketing efforts, according to Jordan Biasetti, senior manager, marketing programs, Mohawk.

To ensure retailers maximize these benefits, Mohawk has created a dedicated team of marketing concierges specifically for Edge Store members. These specialists provide personalized support, helping retailers optimize every aspect of their Edge membership and navigate the program’s comprehensive offerings.

On the digital front, Edge Omnify Websites addresses the reality that 90% of shoppers research online before visiting stores. Through partnerships with Cyncly and Roomvo, the platform offers website optimization, digital merchandising, and visualization tools that help convert online browsers into in-store buyers. Mohawk is investing in digital to drive leads to retailers and have seen a 33% year-over-year increase in website traffic and 86% growth in leads, Biasetti said.

Edge Local Advertising rounds out the program with targeted campaigns and precise audience tracking.

“With Edge Local Advertising, our retailers have exclusive access to campaigns that support Mohawk products, brands and promotions,” said Todd Skidmore, Mohawk’s senior director of e-commerce. “On top of that, our partners have access to advanced metrics to fine-tune their strategy and maximize ROI. Our focus is all about giving our retailers that competitive edge.”

Retail partners can learn more about the Edge program through their local sales representatives or by visiting mohawktoday.com/igniteyouredge.