Quality Flooring for the American Home
Mohawk Industries is the world’s leading producer and distributor of residential and commercial flooring materials. Our client, Mohawk Flooring, is a residential sub-brand of Mohawk Industries.
A POOR CUSTOMER EXPERIENCE WAS HURTING SALES
The Mohawk Flooring website is a primary point of entry for customers interested in purchasing residential products through a Mohawk distributor. Users were accessing the site to search products and view color swatches before making purchase decisions, but since the site is not an eCommerce site, customers needed to visit a retailer to make the purchase.
Problems arose when customers went to a retailer to make a purchase, only to find that the retailer didn’t carry that specific product. There was no way to search availability “near me” on the Mohawk Flooring website, so customers were unaware that their choice wasn’t available until the end of the sales cycle.
This information disparity was resulting in frustration, a poor customer experience, and lost sales.