in recycling plastic soda bottles into polyeter carpeting
Through their Mohawk ColorCenter Dealer program, Mohawk Industries supplies more than 1,200 sales representatives with the resources to deliver the best possible service to their customers. With the aid of a mobile-enabled SAP CRM Sales application, they are now using a data-driven approach to pricing that helps ensure the performance and profitability of their retailers and the satisfaction of their customers.
Calhoun, Georgia, USA
SAP Price and Margin Management by Vendavo, SAP BusinessObjects, CRM Sales
Since 1878, Mohawk Industries became one of the world’s largest manufactuers and distributors of floor coverings. Through aggressive acquistion and organic growth over the last two decades, Mohawk has built a strong, diversified company that is also the country’s leading recycler of plastic soda bottles (which become polyester carpeting), and one of the largest and most efficient distribution companies in the United States.
For nearly 40 years, the Mohawk ColorCenter Dealer program has been the heart of the relationship between Mohawk Industries Inc. and its retail partners. Before making a purchase, people want to see, touch, and feel the carpet, tile, laminate, or hardwood flooring they will put in their homes or offices. Customers can get those products from numerous retailers, such as major chain stores, locally owned shops, designers, architects, or general contractors.
With access to new mobile solutions, Mohawk’s 1,200 sales representatives are using data to better support those retailers, enabling them to provide superior experiences to the end-users.
Creating value for the customer
Mohawk Industries relies on their sales force to drive top-line revenues, so the company enables sales representatives with technology to give them a competitive advantage. By simplifying representatives’ access to both customer and pricing information, Mohawk expects to increase profitability. Using data to manage their margins more effectively can also help Mohawk enhance retailer satisfaction with timely specials, improved logistics, and better sales support.
A new way to manage customer relationships
To better care for the customer
The construction industry has been in a downturn for the past four years, challenging the growth of many companies like Mohawk Industries. Because macroeconomic conditions have taken such a toll on top-line growth, Mohawk began reevaluating their sales processes and pricing components, in search for ways to increase sales and reduce costs. And now, with construction on the upswing, the company is looking to take these efficiencies and roll them into even more profitable operations overall.
By showing Mohawk the capabilities of SAP Price and Margin Management by Vendavo, and the practical application of SAP BusinessObjects Advanced Analysis, SAP helped Mohawk reimagine their sales support processes and technology. With a mobile-enabled SAP CRM Sales application, Mohawk sales representatives can view customer buying histories and other details to provide accurate pricing and on-the-spot ordering. This improves Mohawk’s efficiency, revenue, and customer satisfaction.
SAP brings creative, dynamic and value-focused people to the team
With the help of SAP partner Liquid Analytics, Mohawk now has a mobile-enabled SAP CRM solution that they call “Navigator.” Sales representatives can access Navigator via tablet computers to view customer histories, access real-time pricing information, and submit orders.
In only six months, 80% of Mohawk’s 1,200 retail sales reps have adopted Navigator. Additionally, members of Mohawk’s customer advisory panel have requested a version of Navigator to address their needs.
SAP CRM, delivered by Liquid Analytics, has dramatically improved the Mohawk customer experience, adding great value to our business. It helps our reps focus on the most important items for each individual customer, enabling a more personalized conversation.
- Brian Nooney, Director of Sales Solutions, Mohawk Industries Inc.
The highlight of implementing SAP
Sales representatives at Mohawk estimate that Navigator has reduced their administrative demands by about 30%. Additionally, they report greater productivity because they can access customer information online and offline through the Navigator mobile app. Having access to specific information when they are actually contacting customers helps sales representatives develop more personalized interactions with customers. It’s also helping the sales force tailor sales plans with greater precision.
Enabling our sales force
The sales team now has access to a 360-degree view of each customer, complete with analytics and sales tools, right on their tablet computers. Additionally, customer data is available online and offline, which helps increase productivity. Based on preliminary projections, Mohawk Industries expects an increase of US$25 million in sales year-over-year, thanks to investing in SAP solutions.
Mohawk Industries plans to extend the capabilities and insights from their sales tools to retailers, which could be enabled by SAP HANA in-memory computing technology. Additionally, Mohawk is testing social media to help understand the demographics of potential customers. Such data can help retailers refine their marketing and advertising efforts. Lastly, as Mohawk increases the capabilities of their retailers, the company is refining and improving this critical business partnership.