Shaw is gearing up for a month-long discount and promotional program aimed at driving sales of its new Couture collection. During the month of May the manufacturer will offer retailers special discount rates on the line as well as promotional material and special financing plans for consumers.

The company says participating retailers, including Shaw Flooring Alliance (SFA) members, are set to receive a package of promotional and advertising material featuring a "Springs Savings Month" theme. The package will include a television commercial created especially for the Couture collection as well as tent cards, display signage, posters, newspaper ads, and radio scripts.

SFA dealers can also obtain additional Spring Savings material through AdSource, Shaw's Internet service that allows users to customize a variety of marketing materials, including ads, direct mail and point of sale via a turnkey, order-on-demand process. Shaw's territory managers plan to visit Couture retailers to deliver the promotional materials and review the products and program.

"This program provides all of the elements necessary for a successful sales event," says Shaw's director of retail marketing, Blane Haywood. "We want to make sure our customers have the tools they need and the best information possible to maximize results."