Shaw Creates Branded Fiber 'Hierarchy' Pyramid
Dalton, GA, Jan. 14, 2010--Shaw Industries said it has created a new branded fiber “hierarchy” that structures its brands in pyramid form to demonstrate their respective benefits and warranty packages.
The company’s three primary fiber brands - Anso nylon, EverTouch nylon, and ClearTouch PET - feature comprehensive warranties that reflect the quality and attributes of each fiber type.
“We’ve been trying to simplify and enhance our warranties to make them more dealer- and consumer-friendly,” says Mike Leary, director of external fiber sales and marketing for Shaw.
“The new structure also ensures that our warranties align with and support our brands.”
Leary explains that extensive research conducted by Shaw showed that today’s consumers rank quality and durability among the most important attributes in shopping for flooring, and the importance of warranties has grown in significance.
The new structure is illustrated in a pyramid graphic.
Effective Jan. 1, Anso nylon warranties included limited lifetime warranties for stain and soil resistance, an enhancement Leary says was made possible primarily as a result of the effectiveness of Shaw’s patented R2X Stain and Soil Resistance System.
“Tests have demonstrated that R2X maintains its ability to repel stains and resist soiling over time, even after repeated cleanings,” he says. An added feature to the stain warranty is a limited warranty against pet urine stains.
Shaw’s Anso nylon carpets will also offer 20-year texture retention, abrasive wear, Quality Assurance, and SoftBac Platinum warranties. Anso warranties are also distinct from Shaw’s other carpet warranties in that they are non-prorated, transferable, labor-inclusive, and include stairs and hallways.
Shaw’s EverTouch nylon carpets will also feature limited lifetime warranties for stain and soil resistance, including the limited pet urine warranty. Warranties for texture retention, abrasive wear, Quality Assurance, and SoftBac Platinum are 15 years for EverTouch products. EverTouch warranties are pro-rated and not transferable; labor is provided in the first year only.
ClearTouch styles will carry a limited lifetime stain warranty, including pet urine coverage, and 15 years for soil resistance. Texture retention, abrasive wear, Quality Assurance, and SoftBac Platinum warranties will be ten years. Like the EverTouch warranties, ClearTouch warranties are pro-rated and not transferable; labor is provided in the first year only.
“In additional to simplifying our warranties, we believe the new fiber hierarchy helps explain the benefits of each brand and gives customers a clear understanding of trade-up differences,” Leary says.
“We’ve trained our sales representatives on the changes, and we’ll be promoting all of the elements at our upcoming winter markets. In-store merchandising and new sample labels will help to communicate the brand structure to consumers.”
All Anso nylon products are recyclable and SCS Certified 25% Post-Consumer Recycled Content, EverTouch nylon is Type 6 nylon and recyclable, and ClearTouch contains recycled content from post-consumer plastic bottles.
Related Topics:Shaw Industries Group, Inc.