Shaw Presents Advantage 04 Program to Retailers
Dalton, GA, May 14--Shaw Industries recently completed presentations of its Shaw Advantage 04 program to floorcovering retailers throughout the country. Introduced last year, the Shaw Advantage is a compilation of company innovations and unique programs that help Shaw’s customers be more competitive. Shaw Advantage 03 accented Shaw’s Star Selling System (now Star Assurance), EverTouch fiber, SoftBac Platinum, R2x Stain and Soil Repellent System, ShawOnline, and the company’s ultra-soft product collection.
Star Assurance was retained in the Shaw Advantage 04 because of the success of this system in giving consumers a credible explanation of product benefits. Since its inception more than two years ago, Shaw’s Star System has been helping retailers to explain quality differences to consumers, as well as allowing consumers to recognize different attributes of carpet and make informed decisions about upgrading. Shaw’s three carpet categories--3-Star, 4-Star, and 5-Star--represent a practical system that standardizes product features, warranty packages, and labeling information across all Shaw residential brands. Identification of Star benefits has been incorporated in Shaw’s new merchandising programs.
In addition to Star Assurance, Shaw Advantage 04 highlights the following elements:
Over the years, Shaw has created and promoted a number of branded fiber systems. While some systems were discontinued, most performed well and became the backbone of Shaw Fibers, the company’s growing family of carpet fiber systems. EverTouch, EverTouch SD, Comfortouch, and EcoSolution Q are part of Shaw Fibers.
Focus 45 is a core group of products that represents a comprehensive collection of commercial styles available to floorcovering retailers. Available through Philadelphia Commercial and Queen Commercial, Focus 45 styles are grouped according to general categories that reflect similarities among the products, such as price, construction, fiber type, etc.
In March of 2002, Shaw demonstrated the company’s commitment to hard-surface flooring by building a state-of-the-art laminate production facility, Plant LM, in Ringgold, GA. The company recently purchased Formica’s manufacturing facility on the West Coast to provide needed additional capacity to meet high laminate demand.
Both wood and ceramic designs are now offered with Shaw’s new Touchable Textures, a laminate collection featuring embossed-in-register technology, an innovative process that creates textures that can be seen and touched.
Research shows that the Internet is second only to retail sales personnel as the preferred means of gathering product information. Shaw has redesigned the company’s website into an innovative, informative consumer resource that supports retailers’ in-store efforts. The centerpiece of this effort is the Shaw Product Catalog, a consumer feature that lets potential floor covering buyers browse or search Shaw’s entire product line in an easy-to-use format. Users can select from among Shaw’s five product categories and search for items according to a variety of needs and requirements, from construction to color. When a choice is made, consumers are able to use the “Store Locator,” a feature to help them find a nearby retailer.
The Shaw Consumer Credit Card Program offers a line of credit up to $10,000, a personalized credit card, and a variety of promotions designed to attract new customers, help close sales, and increase customer loyalty. Shaw Credit is rated as the most consumer-friendly in the industry.
Studies show that the average sale for a VISA/MasterCard purchase is $500, while cash sales average $750. Purchases made on a Shaw Card, on the other hand, average $1,600, and the longer term offered (12 months or more), the more the consumer will buy.
Related Topics:Shaw Industries Group, Inc.