Mohawk Introduces New Website, Brand, Product Offering, Customer Tools, Promo Campaign

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Mohawk's new web site integrates e-commerce into all dimensions of Mohawk's online activities, and offers a personalized experience for customers and trading partners. "This is the beginning of a revolution in the way we do business and who we do business with. As we get closer to all of our customers, we are rapidly evolving the kind of experience we have with them both online and off," Chairman and CEO Thomas D. O'Connor Jr. said.

Mohawk's new technology and operations initiative, the Unified Service Delivery Platform, allows each customer to choose how and when they want to do business with Mohawk and provides them with a frictionless path to do so, fully transforming the delivery of all consumer and business applications to any place and device.

Launch of the new web site is the customer's first introduction to Mohawk's new brand. The company's brand agency for more than two decades, Pentagram noted that Mohawk's new logo is a monogram for the name Mohawk. It's based on the letter M, but it's also constructed to evoke the papermaking process and the printing process, both of which involve paper going around cylinders.

O'Connor announced last week that Mohawk would streamline its product offering and consolidate its core paper lines. In fact, the number of SKUs have been reduced by more than 50% to "eliminate redundancies that were primarily the result of previous acquisitions over the last five years, To aid current customers through the transition, Project Streamline is supported by a web-based guide.

With a newly simplified product line, Mohawk said that it has begun the process of creating paradigm-shifting specification tools. Following considerable research among a new generation of print customers who have notably different needs and expectations than their studio-based predecessors, Mohawk has released The New Mohawk product selector. Physical components of the new product selector have online counterparts at MohawkConnects.com to support the design, specification, and purchase process. "For customers who already know Mohawk, the product line is a simpler and clearer presentation," said O'Connor. "For customers who are new to Mohawk, the system makes the process of choosing papers effortless and engaging."

Also launched is the first video in Mohawk's new multimedia promotion campaign titled "What will you make today?" The Pentagram series of short videos debuted on the homepage of MohawkConnects.com earlier this week.

"The tangible work released today evolves directly from our vision of a 'New Mohawk,'" said O'Connor. "The design of the entire platform provides a sturdy base and a flexible structure from which to lead change in the paper industry. While it is impossible for me, or anyone, to predict the future, there is no shortage of ideas, energy, or commitment at Mohawk. We bring a disciplined focus to the quality of our execution at every customer touchpoint," he said.