Local Flooring Growth, Advertising & Co-Op Command Center

MR

Co-Op Funds

Manufacturer advertising dollars are the core advantage. Nothing should expire unused.

Available

$45,500

Pending

$6,500

Used YTD

$27,800

Expiring ≤ 90 days

$12,600

Utilization

38%

Mohawk Edge — manufacturer program record

Mohawk's specialty-retail partner program. Facts below are marked either publicly documented or dealer-portal only.

Program owner

Documented

Mohawk Industries — Calhoun, GA

Status model

Documented

Earned status measured by Mohawk purchase volume: Preferred → Select → Premier

Source: Floor Focus / FCNews

Advertising vehicle

Documented

Edge Local Advertising (ELA), delivered with Broadlume

Source: FCNews / Broadlume

Legacy co-op share

Documented

Neighborhood Ad Manager: co-op could purchase up to 75% of ad spend

Source: Mohawk NAM page

Current ELA reimbursement ratio

From rep / portal

Not published. Mohawk sets it per dealer — entered per campaign (50/50, 75/25, 100% or custom).

Fund accrual formula

From rep / portal

Not published. Accrual/allotment is confirmed by the Mohawk rep and entered as the approved fund amount.

Pre-approval

From rep / portal

Assume required before launch; confirm the approval number with the rep.

Claim window

From rep / portal

Not published for ELA co-op. (Edge Rewards points: 90 days from invoice.)

Required documentation

From rep / portal

Not published. Plan for invoice, ad creative / screenshots, spend report and proof of performance.

Creative rules

From rep / portal

Not published. Expect Mohawk brand prominence in headline, approved logo lockup and dealer identification.

Fund expiration

From rep / portal

Not published. Treat funds as use-it-or-lose-it within the program year until the rep confirms.

Earned Edge status tiers

Status is measured on Mohawk purchase volume

  • Premier

    MOHAWK_PREMIER_RETAILER

    Top earned Edge status. Highest purchase volume; eligible for Edge Stores membership, priority dealer-locator placement and increased co-op.

  • Select

    MOHAWK_FEATURED_SHOWROOM

    Middle earned status. Full access to Edge Local Advertising and Omnify websites.

  • Preferred

    MOHAWK_COUPON

    Entry Edge status for Mohawk-purchasing specialty retailers.

Managed dealers on Edge

Status inferred from each dealer's live manufacturer-locator record

  • America's Floor SourceKARASTAN_PREMIER_RETAILER · KARASTAN_KRST_BLACK_LABEL_RETAILER · MOHAWK_PREMIER_RETAILERPremier
  • Avalon FlooringKARASTAN_PREMIER_RETAILER · MOHAWK_PREMIER_RETAILER · PERGO_PREMIER_RETAILER · PERGO_IND_RETAILERPremier
  • Airbase Carpet & Tile MartKARASTAN_PREMIER_RETAILER · MOHAWK_PREMIER_RETAILER · PERGO_PREMIER_RETAILER · PERGO_IND_RETAILERPremier
  • Carpet Baggers Floor & HomeMOHAWK_PREMIER_RETAILER · PERGO_PREMIER_RETAILER · PERGO_IND_RETAILERPremier
  • Carpet One By HenryKARASTAN_PREMIER_RETAILER · KARASTAN_KRST_BLACK_LABEL_RETAILER · MOHAWK_PREMIER_RETAILER · PERGO_PREMIER_RETAILER · PERGO_IND_RETAILERPremier
  • Royal FlooringMOHAWK_PREMIER_RETAILER · PERGO_PREMIER_RETAILER · PERGO_IND_RETAILERPremier

Edge sub-programs

What each piece of Edge does and how co-op attaches to it

Edge Local Advertising (ELA)

ELA

Digital advertising program offered exclusively to Edge partners, delivered with Broadlume. Successor to Neighborhood Ad Manager (NAM). Drives shoppers in store for Mohawk-specific products.

Co-op: Co-op dollars fund the ad spend. Legacy NAM page stated co-op could purchase up to 75% of ad spend; the current ELA ratio is set per dealer by Mohawk and is not published.

Edge Stores / Edge Aligned Stores

EDGE_STORES

Membership tier for eligible Edge partners: priority dealer-locator placement, marketing concierge, RSA training, showroom design consultation, priority displays.

Co-op: Membership explicitly includes 'increased co-op'. Amount is set per dealer agreement.

Edge Omnify / Omnify+ websites

OMNIFY

Dealer website and digital-marketing platform built with Cyncly and Roomvo, including sample ordering and room visualizer.

Co-op: Website subscription is frequently co-op assisted; terms per dealer agreement.

Edge Rewards

EDGE_REWARDS

Separate RSA points/loyalty program (mohawkedgerewards.com). Points earned on qualifying products, redeemed for reward cards, merchandise and event tickets.

Co-op: Not an advertising co-op fund. Orders claimable 48–72h after invoicing; historical claim deadline 90 days from invoice date.

Edge product lines

Product lines named in Edge materials — what a co-op ad should feature

  • SmartStrandForever Clean, Silk, Silk Reserve, UltraCarpet
  • Mohawk Air.oSoft-surface, unified carpetCarpet
  • RevWood / RevWood PlusWaterproof wood-look laminateLaminate
  • Pergo ExtremePergo rigid vinyl under MohawkLVP, LVT
  • SolidTech / SolidTech PlusMohawk rigid vinylLVP, LVT
  • Mohawk HardwoodSolid and engineeredHardwood, Engineered Hardwood
  • Mohawk Sheet VinylSheet goodsLVT
  • KarastanPremier / Black Label retailer programs; Edge scope confirm with repCarpet, Area Rugs, LVP

Split ratios used in the calculator

Mohawk confirms the ratio per dealer or per promotion

  • 50 / 50Mohawk 50% / dealer 50%

    Standard split — Mohawk matches dealer spend dollar for dollar.

  • 75 / 25Mohawk 75% / dealer 25%

    Enhanced split, matches the legacy Neighborhood Ad Manager 'up to 75%' level.

  • 100% Mohawk fundedMohawk 100% / dealer 0%

    Fully funded promotion or Edge Stores allocation.

  • Custom %Mohawk 60% / dealer 40%

    Enter the exact percentage the rep confirmed.

Edge Rewards point values

Separate RSA loyalty program — not the advertising fund (historical Select 2019 promo values)

  • SmartStrand Forever Clean / Silk / Silk Reserve / Ultra, Mohawk Air.o20 pts / sq. yd.
  • Mohawk hardwood, RevWood & RevWood Plus, Pergo Extreme, SolidTech5 pts / sq. ft.
  • Mohawk sheet vinyl20 pts / sq. yd.

Sources

Where the documented facts come from