‘Color That Speaks to You’ Creates Simplified, Yet Immersive Shopping Experience


Refresh of Anso Colorwall provides modern updates, in-store and online, guiding carpet-buying journey

Dalton, Ga.​​– Jan. 3, 2019 –​ A successful selling tool for more than 22 years and the iconic anchor of countless showrooms, the Shaw Floors Anso Colorwall has been refreshed for 2019. Exclusive to members of Shaw Flooring Network, the display is now called ‘Color That Speaks to You’ and showcases Shaw Floors’ tried and true, new and nuanced, and beautiful yet high-performing soft surface selections.

To answer the consumer’s desire for a simplified process when shopping for flooring, ‘Color that Speaks to You’ draws upon extensive, proprietary research to offer a streamlined approach that provides inspiration while guiding shoppers through two easy steps to select their perfect carpet.

“‘Color That Speaks to You’ is an easy-to-use, eye-catching shopping destination,” said Carrie Edwards Isaac, vice president of residential marketing. “Through online, consumer concierge, samples, and in-store experiences, we are able to create a cohesive and inspiring consumer experience.”

Drawing inspiration from the 2018 debut of Bellera​ High Performance Carpet’s display, ‘Color That Speaks to You’ is sleek, bright white and stands out in the showroom, drawing the consumer in. A total of 138 samples in a modern subway tile-type format are arranged from bold and bright colors on the perimeter, transitioning to more neutral tones as the eye is drawn to the center of the wall.

“With ‘Color that Speaks to You,’ Shaw Floors gives the consumer stunning soft surface options and a pathway to selecting the right carpet for their needs and tastes; the retailer, when armed with our easy-to-explain narrative about style and performance, serves as a resource to the shopper, driving the sale and building their confidence in their selection,” Edwards Isaac continued.

‘Color that Speaks to You’ debuts the ‘Find Your Comfort,’ collection, which evokes familiar moods from the moments consumers experience within their lifetimes. Sixty new, tailored ‘novel solids’ have a unique-yet-soft texture with a subtle hint of color variation, giving the savvy consumer the best of comfort and style. Shaw Floors’ best-selling tonal textures have grown from 10 color options to 60 warm neutrals, cool taupes and coveted greys. Eighteen new accents offer a pop of color with variations of light, dark or flecks of color. Three additional patterned selections will be available to Shaw Flooring Network members. A benefit of ‘Color That Speaks to You’ is the capability for consumers to select one color that spans the different styles, allowing for unique looks to be achieved in individual rooms, while still adhering to the same color palette through the home. Shaw Floors’ 2019 Color of the Year, the ​Whisper​ palette of five hushed neutrals, is incorporated in the new ‘Color That Speaks to You’ introductions, whether embodying the colors themselves or providing a visual that coordinates with the palette. The display features the same popular takeaways, so consumers can bring home samples of styles they love -- with LifeGuard® Spill-proof backing on the sample -- to help in their purchasing decisions.

Each of the soft surface offerings are backed by Shaw Floors’ industry-leading backings: Softbac​®​ I and II and LifeGuard®Spill-proof Backing. Available in tiers -- Find Your Comfort I, a 45-ounce product; Find Your Comfort II, a 55-ounce product; and Find Your Comfort Blue, a 55-ounce product with LifeGuard® Spill-proof Backing -- consumers can choose the color, weight and backing that fits their preference. The ‘Color That Speaks to You’ online experience will be available soon on ​shawfloors.com

More at Markets

In keeping with Shaw Floors’ new merchandising system, designed to streamline and brighten the showroom, brand new merchandising displays will be available to view at Connect 2019 winter markets. For more information on the above styles and other introductions from Shaw Floors, visit a Connect 2019 winter market or contact your Shaw Floors representative. Market dates and registration links are available at www.shawshows.com/markets.


Download Files

This download contains the story as a PDF, a README with image descriptions, and the images associated with it.


Blog postsBlog posts RSS