Shaw uses smartphones to enhance shopping with new tag application

Home News Shaw uses smartphones to enhance shopping with new tag application

Dalton, Ga.—Shaw is incorporating quick response (QR) tag technology, or small barcode-like visuals that may be scanned by a Blackberry or iPhone, into its point-of-purchase materials. When scanned by a consumer, the free tag automatically takes the user to consumer-oriented content via the phone’s browser, including Shaw’s YouTube video featuring the world’s largest pie fight, recorded by the Guinness Book of World Records. The company plans to add additional QR tag content such as shopping and style tips in the coming months.

“QR tags add an interactive element to shopping for a new floor,” said Steve Abernathy, Shaw’s director of marketing technology. “Instead of relying solely on static sales displays, consumers can choose to learn more about Shaw quickly and easily through their smartphone. While QR tags are popular overseas, particularly in Japan, they are just being used in marketing efforts that target American consumers. We’re thrilled to be the first flooring company to bring this technology to U.S. flooring retailers and excited by the potential QR tags have to enhance the shopping experience for consumers.”

To access Shaw’s QR tag content, consumers must download the Microsoft Tag Reader application, which is available at or through the iPhone App Store. Once the app is loaded onto the smartphone, users must open the application and point the phone’s camera at the barcode. Because the technology is new to most individuals, Shaw has created a sales sheet for retailers to walk them through the process of using QR tags.

“QR tags are very simple to use, and we’re confident that once our retailers scan their first tag, they’ll be hooked on the technology,” Abernathy said. “There’s a ‘wow moment’ when you watch a smartphone ‘read’ a QR tag and bring up the specific content, and that ‘wow’ is an experience we want consumers to associate with the Shaw brand.”

To learn more about the application, visit

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