Mohawk Home Makeover

Mohawk Home has a new look.

The ecommerce department has launched the new and improved After months of research and development, the new site went live on Monday, April 9, with the goal of creating a seamless, user-friendly experience filled with inspirational imagery, helpful tips, new trends in home fashion and, of course, a large assortment of new and trending products.

"Things have changed a lot since our last website launch several years ago," said Jennifer Palmer, Vice President of eCommerce Flooring North America. "Consumers have smart devices at their fingertips at any given time. We really wanted to create a site that would engage them in a fun, inspirational way while making their shopping experience much easier."

A more personalized approach allows visitors to browse the site in several distinct ways: by room (bedroom, living room, office, etc.), type (area, accent, runner, bath mat, etc.), size, trend, and perhaps most notably, lifestyle.

"We've curated amazing product assortments throughout the site so that it's easy for consumers to find the right rug without spending hours of time researching," Jennifer said. "A busy mom, for example, can quickly narrow down her search by selecting the 'kid-friendly' category to view rugs that are soft, playful and easy to clean."

Other lifestyle categories include pet-friendly, high-traffic and eco-conscious.


Aside from a more modern look and feel, the site has many new enhancements that will improve the overall consumer experience on the path to purchase.

  • Responsive design
    • Whether browsing on a smartphone, tablet or desktop, consumers will enjoy seamless functionality across all devices.

  • Enhanced search
    • The site can easily be browsed by product name, UPC, SKU or style number using a search box, which did not exist on the previous site.
  • Alternate product images
    • Each product detail page may have up to 10 images, including corner, pile, backing and lifestyles, whereas a single shot was the previous standard.
  • BazaarVoice Reviews
    • Consumers now have the ability to leave product reviews and images on site. Once reviews go through a moderation process, they can be syndicated to retail partner sites.
  • User Generated Content
    • Armed with the knowledge that 78 percent of U.S. millennial moms take action after seeing a brand's post on Instagram (Adweek, 2016), Mohawk worked to turn inspirational social media images into an instant buying experience on the new site.

"We're constantly seeing consumers share gorgeous photos of Mohawk products on their personal social profiles," said Alyssa Cole, Marketing Specialist. "The new will have a gallery of images taken by actual Mohawk customers, pulled directly from Instagram [with permission]. This is an authentic way to inspire our website visitors while recognizing the Mohawk fans that are styling our products so beautifully. All images in the gallery are shoppable and link directly to one of our preferred retail partners."

  • Key Trends
    • Consumers can also browse four key trends on the new site, with curated product selections that fit within a specific look. Current trends include bohemian, farmhouse, mid-century modern and Scandinavian.
  • Mohawk Homescapes integration
    • The home décor and lifestyle blog, Homescapes, will find a 'home' on the new website after operating independently since its inception.

Visit to check out the new site.

Numbers You Should Know

Healthy Life Center: 877-365-0051
Benefits Service Center: 1-866-481-4922
Your Choice Advocate: 1-855-733-7295
Amwell: 1-844-SEE-DOCS (1-844-733-3627)
HR Live: 1-855-4 HR LIVE (1-855-447-5483)
Mohawk Support Center: x26400 or 800-241-4900, x26400
North GA Inclement Weather Hotlines
Whitfield: 706-272-4848
Murray: 706-422-6100
Gordon: 706-624-2500

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