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 Shaw Adds Photo Upload Feature to Try On A Floor at Shawfloors.com

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April 25, 2007

Her Floors, Her Way!

Shaw Adds Photo Upload Feature to Try On A Floor at Shawfloors.com

DALTON, GA. - No more downloading software. No more excessive wait time. Try On A Floor delivers her floors, her way.  Shaw introduces the photo upload feature to the room visualization tool, named Try On A Floor, at Shawfloors.com. The company continues to lead the industry by utilizing an entirely web-based room visualization tool, which means there is nothing to download.  The enhancement allows consumers to customize the uploaded photo with all categories of Shaw flooring, including carpet, hard surface and area rugs. In addition, the enhancement allows consumers to change the colors of the walls, cabinets and other surfaces.  Shaw is offering the easy-to-use feature at no cost to consumers.

The Try On A Floor upload feature is an invaluable tool that will help consumers take the guesswork out of choosing a new floor.  The technology lets consumers visualize Shaw floors in their homes and print their designed room for use in the store, said Steve Abernathy, Shaw's director of marketing technology. Ultimately, our goal is to bring the consumer to Shaw dealers ready-to-purchase.

Shaw's Web development team redesigned the popular Shawfloors.com site based on in-depth consumer interviews, gender research, brand definition and strategic planning. Shaw's overall goal for the redesign was to establish Shawfloors.com as the premier flooring authority while helping consumers make an informed purchasing decision at retail. This goal made understanding consumer behavior the cornerstone of the site's development.

To create the photo upload feature, Shaw worked with Swatchbox Technologies, a leader in virtual design tools for the home.  Swatchbox Technologies, based in Westborough, Mass., provides virtual design tools for manufacturers, retailers and online publishers.  In addition to Swatchbox, Shaw engaged Columbus, Ohio-based Resource Interactive to re-engineer and design the Web site.

Because Shaw's typical consumer is female, and women are twice as likely as men to use visualization tools, interactive design features are key to the site design, said Kelly Mooney, Resource Interactive president and chief experience officer, and author of The Ten Demandments: Rules to Live by in the Age of the Demanding Customer.  Women want to see the big picture; they need to be inspired.  Shawfloors.com's design and visualization tools empower consumers by enabling them to explore, customize and even choose their flooring before they step into a store.

About Shaw
Shaw Industries, Inc., a subsidiary of Berkshire Hathaway, Inc., is the world's largest manufacturer of tufted broadloom carpet (shawfloors.com). Headquartered in Dalton, Georgia, Shaw sells carpeting and rugs for residential and commercial applications throughout the United States and exports to most markets worldwide. Shaw's commercial brands include Shaw Contract Group, Patcraft and Designweave.  Shaw also offers hard surface flooring through the brands Shaw Ceramics, Shaw Laminate Flooring and Shaw Hardwoods.

Mollie Allen