Dalton—Featuring a fashionable silhouette design that catches the eye and positions the female buyer as its target audience, Shaw is introducing the 2011 “Dream It, Do It” fall promotion. This season, consumers will be enticed with numerous incentives noted LaShon McGinnis, the mill’s marketing manager.
Running through Nov. 14, she explained, the fall sale includes free gifts, special financing and scratch-and-save cards for consumers. “The promotion capitalizes on the fall buying season while offering exclusive discounts.
“Consumers are in the market to update their homes whether it’s a small project or much larger renovation, but they’re looking for deals now,” added McGinnis. ‘“Dream It, Do It’ is all about empowering the female consumer to start her project with Shaw floors. It’s so important these days that promotional materials speak straight to the consumer, and each element of the ‘Dream It, Do It’ campaign does just that.”
Retailers will benefit from robust consumer incentives, she noted, including an up-to-$300-off scratch-and-save card; a free renovation guide for visiting a participating retailer; a free tool bag with in-home measure featuring tools ergonomically fit for a woman’s hand; 18-month special financing, plus a chance to win a $2,500 flooring makeover, along with other instant prizes. The scratch-and-save card can be found on the Shaw Floors Facebook page where visitors can virtually “scratch off” a card.
Additionally, the more than 900,000 subscribers to Traditional Home magazine will receive a scratch-and-save card in their October issue, and dealers will make them available in-store.
“In addition to the closing tools included in this campaign, retail sales associates will be incentivized through Capture the Spirit and Shaw Rewards, and participants will be entered to win instant giveaways,” she said. Dealer incentives include co-op cash, credit buy downs and ad materials.
In addition, online training is available for retailers and their salespeople to help them utilize the tools effectively and in-crease their closing ratio during.
“Both Shaw and our customers realize we must do something different to catch the consumer’s attention,” McGinnis concluded. “This is a very different approach that we hope will pay rich dividends.”
More details on the event can be found on shawrewards.com and ansoCTS.com, or by calling 706.275.1710.