That feedback was very clear: retailers are looking for real-time, relevant business education opportunities rather than sessions focused on Mohawk-centric initiatives. “They want to hear from third-party providers, experts in their fields, to deliver the most relevant training across fashion trends, social media, reaching the consumer of today,” Widdifield said. “So that’s exactly what we are going to give them.”
Mohawk prides itself on obtaining feedback from retailers. It’s a point not lost on its partners. “Mohawk is always listening to us to figure out what we need and looking to help us with any problems we might have,” About Floors ‘n More’s Costner said. “That’s the case with our sales reps all the way up to our district managers and even the vice presidents. They’re always willing to listen and they try to help implement those things that we suggest.”
So many reasons to attend
While digital marketing initiatives and lead-generating tools are a big draw for Edge retailers, it’s certainly not the only reason dealers come to the event. “Given the fact the show takes place in late 2022, it’s the first big show that gives you an opportunity to lay out what you’re going to do for 2023,” said Roger Ratajczack, vice president of supply chain at S&G Discount Outlet, Sacramento, Calif. “Mohawk always offers good economic insight into where they think the market sectors will grow, if business will continue and where we can apply our focus.”
Of course, there’s new products that dealers will have first dibs on by attending Edge. “For me it’s all encompassing—you get to see the direction, the color schemes, what variety of styles Mohawk is putting the most effort into as far as qualities and categories,” Ratajczack added.
But perhaps most important is the one-on-one time dealers get with key Mohawk executives. “At Edge they are usually a little more accessible vs. Surfaces,” Ratajczack said. “At Edge they’re there primarily to help the dealers.”