Shaw Floors has announced the Celebrate Your Home Sale, a spring promotion offering special, per-room pricing and running May 12-June 30. The campaign features carpet, area rugs and laminate floor offerings of $499 for one room, $899 for two rooms and $1,199 for three rooms. Hardwood floors are included in the pre-room selections for an added $100 to each price offering.
“The purpose of this campaign is simple: drive traffic to specialty retail flooring stores. The one-room pricing was an idea that came directly from successful retailers who’ve run this type of campaign with huge success. Not only was this concept a traffic driver, but dealers were able to protect their profitability and more often upgrade the consumer to better products,” said LaShon McGinnis, marketing manager. “We’ve taken these retailers’ best practices and packaged them in a campaign retailers across the country can duplicate in their local market. Furthermore, the messaging communicates to consumers that beautiful Shaw flooring is affordable. The concept is very simple: the more you buy, the more you save.”
The Celebrate Your Home Sale offers retailers several selling points designed to appeal to the new home buyer or dedicated renovator. Consumers can receive a free digital photo frame when they complete an in-home measure. Additionally, for the duration of the sale, a special Celebrate Your Home sweepstakes on Shaw’s Facebook page will generate awareness. Consumers will have a chance to instantly win prizes and be entered into the sweepstakes to win a $2,500 floor makeover.
Featuring bright colors and an inviting retro style, the Celebrate Your Home graphics offer compelling messaging, according to the company. Shaw will support the robust sale with national advertising, including commercials on the HGTV network; ads in print publications such asHouse BeautifulandTraditional Homemagazines and through several popular online sites.
“This is one campaign message, however, where it’s extremely important for retailers to advertise locally. The consumer has to connect the offer with a local retailer,” said McGinnis. “To aid retailers with these local efforts, we’ve created print and direct mail ads, TV spots and radio scripts the participating retailer can customize and run locally.”
Registration for this campaign is limited. Interested retailers should register atshawfloors.com/retaileragreement.
Shaw's spring sale to feature per-room pricing
March 6, 2012