Retailer's Green Marketing Focuses on Shaw

Dalton, GA, June 3, 2010--Multi-family flooring retailer Diversified Flooring of Raleigh and Charlotte, N.C. announces a new environmentally-focused marketing program centered on Shaw’s recycling efforts.

According to store owner Brent Rice, last year a growing number of customers displayed a heightened interest in selecting eco-friendly carpet for their respective projects.

“At the conclusion of our product research, we chose Shaw’s Type 6 nylon," Rice said.

"We felt like Shaw’s commitment to keeping carpet out of landfills could enhance our marketing story. Today, we send 4 to 8 52-foot tractor trailers per month to Shaw’s carpet collection partner in Morrisville, N.C., which transports the old carpet to Shaw’s Evergreen Nylon Recycling Facility in Augusta. Recycling has cut my dumpster fees in half and allowed our business to tell a great story that the whole community takes pride in sharing.”

Rice created a marketing campaign centered on a van named the Green Machine. According to Rice, the van is used as a surprise factor to draw new or existing customers outside to a green canopy complete with table and chairs.

There, potential customers will receive information and demonstrations about the durability of nylon, the stain resistance of Shaw’s stain and soil resistance treatment, R2X, and the cradle to cradle technology story.

For existing customers who have already switched to the Shaw's nylon, the setting is used to present the customer with an engraved “Eco Partner” award. A press release is distributed announcing the award to local media. Blind advertisements have blanketed the North Carolina cities, asking, “Have you been greened?” And participating multi-family customers feature signs stating, “Our community has been greened.”

Related Topics:Shaw Industries Group, Inc.