Dalton—Shaw Industries has released a comprehensive online toolkit to flooring retailers nationwide. Available through the company’s online account management portal ShawNow, the Retailer Playbook includes free access to marketing campaigns, suggested best practices, financial resources and more to help retailers navigate the changing retail landscape.
“Our marketing and product teams began collaborating the first week shelter-in-place orders went into effect,” said Carrie Edwards Isaac, vice president of marketing and consumer strategy for Shaw’s residential division. “We knew we needed to act fast to help our retail partners respond to rapidly shifting consumer purchasing habits and we anticipated interest in home improvement projects would continue to grow. We got to work developing creative ways to help retailers connect with consumers, such as leveraging our new Floorvana+ visualization tool during virtual consultations. We’re equipping our retail partners with the tools and skills needed to adjust to changing business demands. As needs shift, so will our support—we’re in this together.”
Shaw’s residential flooring brands Anderson Tuftex, COREtec, Floorigami and Shaw Floors are all included in the company’s digital playbook. Retailers can download free marketing content from all four brands, take advantage of special financing programs and explore training resources on how to keep business moving at all levels while working in remote environments.
Shaw’s Retailer Playbook includes three initial marketing campaigns with customizable assets and social media ads for Facebook and Instagram:
- Grab + Go promotes a safe shopping experience for consumers and features DIY-friendly installation instructions for popular hard and soft surface flooring products. Ad packages are available for retailers offering curbside pickup or delivery.
- Shop Local reinforces the importance of supporting local businesses. Ad packages include this retailer video for website and social media promotions.
- Wells Fargo consumer financing grants 12 months special financing to consumers with approved credit at 0% cost to the retailer. Details on terms and conditions and customizable ad packages can be found in ShawNow.
Retailers can access Shaw’s digital suite of resources 24/7 or tune in for Live Learning workshops to engage with Shaw business leaders and subject matter experts. Shaw Flooring Network members have additional access to exclusive training and resources. Since March, Shaw has hosted over 50 LIVE Learning workshops with more than 10,000 internal and external attendees.