Shaw moves outdoors
Indoor/outdoor line debuts with in store display, dealer incentive program
The introduction will be backed an in-store display system that will segment the collection into three categories: Natural Images, Natural Complements and Natural Enhancements. Divider cards will feature information and suggested uses for each of the categories. In addition, the company is offering a dealer incentive program that will award one point for each yard of qualifying product sold. After accumulating 250 or more points, sales associates can begin to win prizes tied to an out door theme. "The Great Outdoors," promotion is scheduled to run from May 2 to Oct. 31, 2005.
Shaw's marketing manager, Chuck McClurg said the decision to launch a major indoor/outdoor line is consistent with lifestyles trends seen throughout much of the U.S. The collection, which is engineered to withstand extreme weather conditions and ultra-violet light, will enable retailers to capitalize on consumer's desire to spend more time outdoors even while remaining close to home, he said.
"We believe our display system as well as many of our Inside Out styles, fills a void in this growing market," said McClurg. "As the lines between indoor and outdoor living spaces continue to blur, particularly in Sunbelt regions, floor covering retailers have a tremendous opportunity to take advantage."
The company noted that the cost of the "Inside Out" display system can be recovered through a rebate. The moveable display measures 64" X 30" X 33."
In announcing the Inside Out initiative, the company said: "We not only want to make Inside/out the most appealing new collection in the industry, we want to make it the simplest as well."