With a greater focus on eye-popping interfaces designed to resonate with women, Shaw Industries has re-launched its website at www.shawfloors.com. The result of in-depth consumer interviews and gender research, the redesigned site uses a brighter, crisper graphic interface aimed at drawing female consumers, the company said. Highlights of the approach include bolder room scenes and interactive room visualization tools available at the click of a mouse button.

According to Scott Sandlin, Shaw vp marketing, the site makeover came after listening to the suggestions of consumers and dealers. "We understand that shopping for flooring can be intimidating to many consumers," he acknowledged. "With that in mind, the redesigned shawfloors.com provides consumers with the information they need to select a product that will provide the basis for their home's design."

Online consumer tools at shawfloors.com are designed for easy use, the company noted. One new component of the site allows consumers to save favorite products and articles in a My Shaw Floors folder. Visitors to the site can also chat live with Shaw service representatives. Additionally, plans call for store links that will allow consumers to visit dealer profile pages for store-specific information and promotions, Shaw noted.