Mohawk jana gp deck

JANA KANYADAN

CIO, Mohawk Industries Inc.

CREATING CHERISHED EXPERIENCES

Through 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 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 …

6

DISCOVER

NEED

RESEARCH

DESIGN

SCHEDULE

INSTALL

BUY INSTALL

INSTALL

ISSUE

POST

PHOTOS

REPAIR

RIP

REMOVE

STAIN

PLAN

PARTY

JOIN

GROUPS

CLEAN

BUY

DESIGN

REFER

FRIENDS

POST

VIDEO

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIALTV

RETAIL

STORE

WEB

SHOP

REVIEWS

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

RETAIL

STORE

SOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SEARCH

KW/ADS

WEB

SHOP

WEB

SHORT

LIST

CONTACT

CENTER

WEB

SOCIAL

RETAIL

STORE

SCHEDULE

INSTALL

INSTALL

SOCIAL

A unique adventure..SUPPORT

PORTAL

?

7

SHOP &

BUY

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

DISCOVER

NEED

REFER

FRIENDS

JOIN

GROUPS

RESEARCH

DESIGN

SCHEDULE

INSTALL

BUY INSTALL

INSTALL

ISSUE

POST

PHOTOS

REPAIR

RIP

REMOVE

STAIN

PLAN

PARTY

JOIN

GROUPS

CLEAN

BUY

DESIGN

REFER

FRIENDS

POST

VIDEO

WEB

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIALTV

RETAIL

STORE

WEB

SHOP

REVIEWS

RETAIL

STOREWEB

SHOP

CONTACT

CENTER

RETAIL

STORE

SOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

SUPPORT

PORTAL

?

SEARCH

KW/ADS

WEB

SHOP

WEB

SHORT

LIST

AWARENESS

DISCOVERY

CONSIDERATION

ACTION

ACTION

ADVOCACY

ADVOCACY

CONSIDERATIONINTEREST

USE

CONTACT

CENTER

WEB

SOCIAL

RETAIL

STORE

SCHEDULE

INSTALL

INSTALL

SOCIAL

…can be planned for.SUPPORT

PORTAL

?

8

One customer.

SHOP &

BUY

RESTART

SERVICE

SHOP &

BUY

SHOP &

BUY

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

POST

VIDEO

9

Many adventures.

SHOP &

BUY

RESTART

SERVICE

SHOP &

BUYSHOP &

BUY RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

REFER

FRIENDS

POST

REVIEWJOIN

GROUPS

POST

VIDEO

10

Infinite possibilities.

SHOP &

BUYRESTART

SERVICE

SHOP &

BUYSHOP &

BUYRECEIVE

PACKAGEMISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

PHONE

DAMAGETERMINATE

SERVICE

NETWORK

ISSUEREFER

FRIENDS

POST

REVIEWJOIN

GROUPS POST

VIDEO


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 Execution

Harmonized Digital and Physical Adventures

Growth in Cherished Experiences& Profitable Customers

Real-time Customer Insight

ALWAYS IN STYLE

Always in Style. 16ALWAYS IN STYLE

Mohawk implements it with eMPower


THREE KEY AUDIENCES

1. End Consumers

2. Channel Partners

3. 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

Inventory

Accuracy…

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

1st Generation

CUSTOMER RECORD

Departmental / Channel Silos

SERVICE

SALES

MARKETING

COMMERCE

2nd Generation

‘Multi’-channel CRM Suites

CUSTOMER RECORD

SALES &SERVICE

MARKETING

COMMERCE

3rd Generation

Omni-channel Engagement Platform

CONTEXTUAL MARKETING &SERVICE

SALES &COMMERCE

CUSTOMER INTELLIGENCE

PHYSICAL &DIGITAL EXPERIENCE

ALWAYS IN STYLE

The evolution from CRM to CEC

35

Sales Superstar Program

Approve

&

Prioritize

Top

5Pan

el

Op

s

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 REG

RANK

Nation

al

Rank

Dealer

Price

Price

Level

TM3

Roll

Price

12 Mnth

Sales

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

Brand

Awareness

Brand

Preference

Brand

Recognition

Brand

Loyalty

WE

BS

ITE

/ M

OB

ILE

WE

B / S

EA

RC

H

DA

M /

PIM

S / E

CO

MM

ER

CE

–A

do

be

/[y]

eG

uid

ed

Sellin

g &

Serv

ice –

C4C

AU

TH

EN

TIC

AT

ED

WE

B E

XP

ER

IEN

CE

[y]

Buying Cycle fills

the Sales Funnel

Marketing activities

complete the Profile

InspirationalThought leadership

Event-triggered emails

Market solutions

Guided Selling

Online chatOnline product selection

Email

+ Location

+Interests

+ Market

+ Cust Type

MA

RK

ET

ING

AU

TO

MA

TIO

N –

[y]

Mk

tg

Webcasts

Search engine marketing

Preferences

TCO whitepapers

Product comparisons

and reviews

Request a Quote/ Lead GenTrack shipment

Expert LocatorCare and Maintenance

+ Products

+ Channel

partner

+ timeframe

=

Targeted, Relevant

& Proactive

MO

BIL

E A

PP

S –

SA

P M

ob

ile

Mobile apps

Mobile apps

Mobile apps

ANALYTICS / METRICS

Expert Locator


Engage every consumer.

every channel partner.

every journey.

every adventure.EVERY TIME!

Mohawk jana gp deck

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