Milliken Area Rugs' New Merchandising Technique Maximizes Retailer Floor Space With Its Runner Display, Size Selection And Color Variety

Furniture World Magazine

As a solution to the current retailer concern of over stocked floor rooms and unwanted inventory, Milliken Area Rugs has answered the retailers' call with the launch of its new merchandising technique offering retailers an unprecedented 54 SKUs per design. The new Milliken Area Rugs merchandising package includes a patented runner display with color blankets featuring up to six available color variations for each of Milliken's top 50 best-selling area rugs. In addition, the rugs may also be custom ordered in nine different sizes: four rectangles, one runner, one square, one round and two ovals. All sizes are ready to ship to the customer in less than seven days. According to Dane Owen, director of marketing for Milliken Area Rugs, "We realized the need to maximize floor space and keep inventory to a minimum for the retailer. At the same time, we wanted to give the consumer a variety of color and size choices perfect for any home." "We believe the color runner display and additional sizes is the perfect solution. By adding up to six color variations and nine sizes to our top 50 best sellers, retailers are able to take care of special customer needs without losing valuable floor space," he added. The new merchandising technique is just one of the exciting features Milliken Area Rugs will unveil at the Atlanta Rug Market. Design clarity and detailing have also been enhanced with the state-of-the-art technology of the new Millitron® dyeing process. To receive more information and sign up for the new program, retailers may stop by the Milliken booth at the Atlanta Rug Market or contact their local Milliken sales rep at 1-800-241-8666. A leading international textile and chemical firm, Milliken & Company is one of the world's largest privately held companies. Headquartered in Spartanburg, S.C., the company's more than 16,000 associates work at more than 60 manufacturing facilities worldwide to produce high quality textile and chemical products. Milliken's facility in LaGrange, Ga., houses the company's floor covering operations. Milliken's web site is located at www.milliken.com. Milliken has expanded the boundaries of custom pattern carpet with the introduction of its EasyChange™ customization system. With the EasyChange TM customization system, consumers are able to design their own carpet like never before, while providing extensive benefits for retailers. This new custom system for Milliken's broadloom products mean that retailers can satisfy every customer's need when it comes to style or selection of pattern carpet. It also maximizes retailers' floor space, providing an infinite number of possibilities with no increase in space requirements. "The EasyChange™System meets the consumer's demand for variety by giving them limitless choices and access to samples and personal designers," explains Chris Brown, business manager, Carpet and Area Rugs. "There has never been an easier way for retailers to help customers meet their individual needs for beautiful, top-quality pattern carpet." The EasyChange™ system allows consumers to switch the carpet construction of their favorite design, or choose the perfect background color and accent colors to find the right combination for their home. The EasyChange™ color selection program relies on Milliken's eighth generation Millitron dye diffusion® technology. By injecting dye into the carpet fibers rather than printing on top of them, Millitron provides outstanding color-fastness and performance. Unlike other companies, which require 40 to 100 yards for a custom sample, Milliken's EasyChange TM offers customers a sample of their carpet with no minimum order. Making the system even easier to use, Milliken also offers professional help from a Milliken designer for both retail salespeople and customers. While customers are in the store, retailers can call a toll-free number to ask a Milliken design professional for assistance in creating a customized design plan. These designers can give advice on the best colors and most appropriate design for each room, mood, setting or usage. The EasyChange ™ system provides an even higher level of personal service. Customers can call the Milliken Design Team with their EasyChange™ choices. Within 48 hours a photo of the carpet or the actual sample is sent to the customer. To order their custom design the retailer simply calls in the order and the order is shipped within seven days. "The EasyChange™ system provides an unparalleled level of design assistance, custom capability, convenience and color choice for Milliken consumers," notes Brown. "At the same time, it enables retailers to better serve the exact needs of each consumer without additional hassles, costs or increase in floor space. This is truly a revolutionary development for our customers, our retailers and our industry."