Continuing the focus on
environmental concerns in its consumer marketing, Shaw is offering a new
in-store kiosk designed to educate shoppers about carpet recycling. In addition,
the company said it will add separate environmental
pages to its residential website, shawfloors.com, beginning June 15. Visitors
seeking additional information can link to the company’s corporate
environmental website, shawgreenedge.com.
“Consumers are clearly interested in environmental issues
today,” explained John Bradshaw, director of post-consumer carpet collection
for Shaw. “Our research, in fact, indicates that 88% are interested in learning
about eco-friendly products. In light of that, it’s really not a surprise that
retailers would want to take advantage of the heightened awareness today.”
The new in-store merchandising material is designed to
call attention to the recycling capability of Shaw’s Anso nylon and other Nylon
6 carpets through the company’s Evergreen Nylon Recycling plant in Augusta, Ga.
The material builds on the “I want a floor” theme used in its national ad
effort. One in-store banner, for example, says “I want a floor that helps to
keep up to 300 million pounds of carpet from landfills each year.” Others point
out additional environmental benefits found in Shaw’s collection and recycling
efforts.
Kathy Young, Shaw’s
creative director, noted that the new marketing material addresses a clear
need. “Retailers across the country, but especially in areas that are very
environmentally aware, are hungry for green merchandising that will attract and
educate customers.” She noted that the
Pacific Northwest is an example where environmental issues are particularly
important.