“This environment is organized and comfortable, and split into clearly marked zones,” explained Shaw’s LaShon McGinnis, as she led the retailers through the showroom. “There are zones for products, and zones where consumers can sit down and pick out colors and patterns with a salesperson.”
Distinct signage hanging from the ceiling, called “clouds,” directed retailers to the different product categories. Product managers in each category described the newest offerings and answered questions as the retailers browsed the 7,000 sq. ft. showroom (Shaw said the layout can be customized for smaller stores as well). A range of products was featured during the presentations, including the Premier Product Gallery display for hardwood and laminate floors, the Anso Nylon Premier collection of “green” carpet, and a wide range of Tuftex carpets and Shaw Living rugs.
Rene Acuna, an assistant sales manager for House of Carpet Outlet in Murfreesboro, Tenn., said he was impressed by Shaw’s attention to detail. “The lighting is very cozy, and everything is laid out in a way that is inviting and consistent.”
One retailer who already has the new Shaw Design Center implemented at one of his stores said he’s already seeing an uptick in business. “The lighting and the signage really seem to help the customers,” said Bill Kampstra, president of Cherry City Floors in Salem, Ore. “There’s less confusion, the customers seem to be less frustrated, and it leads to closing the deal that much quicker,” he added.
A highlight of the revamped Shaw Design Center concept is the Color Visions Trend Wall. The hands-on display allows consumers to see (and touch) an array of products mixed and matched by color and texture on rotating boards. “The Color Visions Trend Wall is about color and inspiration,” said Heather Yamada, a marketing manager for Shaw, adding that the display also includes take-home brochures designed to inspire consumers.
– Michael Chmielecki