[Orlando] The theme of Shaw’s convention for its aligned dealers this year was “Awesome”, a new brand campaign on expressing its products, brand and company.
“We see this as being long-term,” noted Heather Yamada, director of consumer marketing and merchandising, adding that while Shaw will support the campaign on a national level, there are nine stories that dealers can use for promotion and advertising in their own marketplace.
Here at convention, Shaw launched a number of new flooring products from its new Enhanced Vinyl Plank called Floorté, new carpet featuring Life Guard backing or the new display system for resilient, it was all the other tools that got the executive team most excited.
Much of what Shaw introduced centered on the changing consumer. “Gen X and Gen Y are different. We hope to communicate how different they are,” asserted Merritt.
Merritt was particularly excited about the company’s new app and the engagement it will allow Shaw dealers to connect with the consumer and help streamline the selection and ultimately the buying process.
“I’ve been showing Floorvana (here at convention). It’s cool, sexy, fun, fast and I think it is going to make a difference for the retail sales people,” said Merritt. “It is going to make them more efficient.”
Todd Callaway, director of digital content, pointed out that with more touch points — like the Shaw website, the dealer website and social media, for example, there is more conversation about content. “Just having a presence is not good enough anymore,” he explained.
Shaw’s Steve Sieracki is a good sport taking on the competitive
product that doesn’t keep the water from going through the backing.
Awesome was the theme of this year’s convention as well as the
new brand platform for Shaw.