Shaw Adds New Merchandising Specialists

Dalton, GA, May 12--Shaw Industries has created positions for six merchandising specialists to help retailers take advantage of the competitive benefits of promoting the Shaw brand. Scheduled to be in the field by mid-May, the new merchandising managers will have a variety of responsibilities, including performing retail audits, installing new Shaw merchandising elements, and taking inventory of the number of current elements and key sample systems. In addition, these individuals will assist Shaw’s retailers with information and training on major programs and systems, including Shaw Online, AdSource, Web Express, and R2x and R2x Plus. Consistent with the results of research Shaw has conducted recently, the merchandising specialists will emphasize the importance of the company’s Star Assurance system, explaining how it helps retailers to trade up customers and close more sales. The six positions, one for each of the company’s regional divisions, are being awarded to a select group of individuals who have recently completed the sales training program. They will perform the merchandising duties for six to nine months before being assigned as sales representatives (Shaw Territory Managers). The specialists received comprehensive training covering a wide range of topics, beginning with a session on Shaw’s brand strategy. They were also given information addressing the history of the industry, competitors’ programs and techniques, retail merchandising systems, licensing programs, advertising methods and tools, consumer credit programs, and a number of other promotional and product-related subjects. Blane Haywood, Shaw director of retail marketing, says the new positions will help retailers in their promotional and advertising efforts and extend the company’s branding initiative. “We want to give our customers the tools they need to compete effectively in today’s business climate and market more of our products,” Haywood says, adding, “We’ve done a lot of work over the past few years in re-positioning the Shaw brand at the retail level, and our new merchandising specialists represent a natural expansion of our strategy.”

Related Topics:Shaw Industries Group, Inc.

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