Dalton—This year Shaw Residential embarked on a new approach to its product launches. Rather than unveil everything in January at its regional markets, Surfaces or buying group events, Shaw is taking a phased approach to its bevy of product intros for 2021. The reasons go well beyond the cancellation of live events in January. In reality, Shaw Residential says phased launches have significant benefits for the retailer, not the least of which is better service. As Scott Sandlin, executive vice president of residential sales and marketing, explained: “The fact that we’re in this COVID-19 environment and business is good, we wanted to make sure we could deliver the products to our customers in 2021. So, shifting from shows to a year-long launch process is a smart decision.”
FCNews publisher Steven Feldman recently sat down with Sandlin and Herb Upton, vice president of residential product and channel, to discuss launches, products and more.