[Las Vegas] After a 15-year absence from Surfaces, Shaw Floors will be in full force on the show floor when the event kicks off Feb. 1 here at the Mandalay Bay convention center.
Shaw Floors—along with its full breadth of residential and Main Street brands, Anderson Tuftex, COREtec and Philadelphia Commercial—will be conveniently located together in adjacent booths #2647, #2947 and #3247 on the show floor.
“We’re returning to the show as a united residential division: four brands, one ‘Powerhouse of Services and Solutions’ to help our customers grow their businesses,” said Nino LoCicero, vice president of marketing and digital commerce, Shaw Residential. “We’re excited about the opportunity to connect with customers in person, particularly after the challenges the past couple of years have brought. We’re more bullish than ever about delighting the customer with leading innovations and superior service.”
Shaw’s theme for its return to Surfaces 2022 is “Reimagine.” As LoCicero explained: “We’re asking people to reimagine not only the market experience but all the ways that business—and real-life—will look different post-pandemic. What better way to bookend our 2022 market season with a return to Surfaces than to showcase the latest and greatest from Shaw.”
Dana Hicks, show director, TISE, expressed his excitement on Shaw’s return. “We have long awaited the return of Shaw Floors to the event,” he told FCNews. “When asked each year what brands attendees want on the floor, Shaw is always on the list. We are excited to have their incredible lineup of products and planned experiences on display for attendees at Surfaces with more than 9,000 square feet of exhibit space. Securing Shaw Floors, along with the other top manufacturers, offers our attendees the most comprehensive list of flooring manufacturers and brands under one roof. TISE 2022 is a must-attend event and will certainly deepen the strength of our industry at a critical time.”
What’s on tap
Shaw plans to showcase more programs and initiatives across its entire portfolio of brands at Surfaces. According to the company, these will be true market solutions based on consumer research and Shaw’s 50-plus years of market expertise. However, Shaw will maintain brand differentiation by leveraging social media and other digital channels to share powerful storytelling tailored to each brand’s target demographic. The goal, according to LoCicero, is to drive brand affinity with consumers through more digital engagement designed to send people in-store where RSAs can close the sale.
Visitors to the Shaw Floors space can expect to experience two full days of demonstrations featuring a variety of technologies and innovations. For instance, retailers will get a first look at a new pet-friendly platform, Pet Perfect, which touts durability and effortless clean-ability. The company also plans to showcase innovative new design concepts and sustainable product solutions, as well as a new sundries program. To make sure attendees don’t miss a beat, they will get push notifications while at the show.
Shaw will also have a strong sales presence at Surfaces. There, general field teams will be ready to engage with attendees and customers on all the latest and greatest the company has to offer. “Shaw is a customer-centric company, and we cherish the face time with customers and the opportunity to showcase our latest and greatest products and services, while also learning how we can serve our customers better,” LoCicero said.
(Look for more on this story in the next edition of FCNews.)