Efficient Website Consolidation Saves Mohawk Floor Costs
Mohawk Flooring Brand and Technology Consolidation Casestudy
Project Length: 18 months
Role: Strategy, Product Design, Oversight, Delivery
Customer Background
Mohawk Floor is a leading provider of flooring solutions, offering a wide range of brands. However, the company faced challenges managing multiple brand websites, resulting in operational inefficiencies, customer confusion, and missed cross-selling opportunities.
Challenge
Perficient Digital approached Mohawk's senior leadership with a strategy of consolidating their 18 brand websites into a more manageable number.
Solution - Website Consolidation Strategy
Perficient Digital provided a comprehensive strategy to consolidate Mohawk Floor's 18 brand websites into eight, using a single technology platform to improve efficiency and reduce operational costs. The plan involved the following steps:
Unify the Family of Brands: Perficient Digital worked closely with Mohawk Floor to identify each brand's key characteristics and values. They then developed a cohesive brand strategy allowing seamless consolidation while elevating the premier brands.
Reduce Waste and Redundancy: Through careful analysis, Perficient Digital identified opportunities to eliminate duplicate content and products across multiple websites. They streamlined the product catalog, reducing customer confusion and simplifying maintenance and technology upgrades.
Implement Adobe Analytics: Perficient Digital integrated Adobe Analytics into the consolidated websites, providing Mohawk Floor with valuable customer insights, allowing them to understand customer behaviors, preferences, and purchase patterns, enabling targeted marketing efforts and cross-selling opportunities.
Outcome
The website consolidation strategy delivered significant results for Mohawk Floor, improving efficiency and reducing operational costs. Here are two success metrics:
Operational Cost Reduction: By streamlining maintenance and technology upgrades, Mohawk Floor reduced operating costs by an impressive 47%. This cost reduction allowed them to allocate resources to other business areas, promoting growth and profitability.
Reduction in Customer Confusion and Sales Cannibalization: Consolidating websites eliminated consumer confusion by providing a consistent and streamlined user experience. This strategy resulted in a notable decrease in sales cannibalization, ensuring customers found the right products without getting lost in a sea of options.
In addition to these metrics, Perficient Digital provided visual elements such as before-and-after screenshots of the brand websites, demonstrating the significant transformation achieved through consolidation. By optimizing navigation, enhancing brand visibility, and improving the overall design, Mohawk Floor offers its customers a more cohesive and user-friendly online experience.
