Dalton—To help consumers better understand the green attributes and environmental benefits of many of its new products, Shaw has developed point-of-sale materials specifically highlighting these areas.

In correlation with the company’s “I want a floor” theme used in its international advertising, Shaw has added in-store kiosks and hanging signs educating shoppers about products that help maintain the environment. For example, one sign reads, “I want a floor that helps to keep up to 300 million pounds of carpet from landfills each year.”

“Consumers are clearly interested in environmental issues,” said John Bradshaw, director of Shaw’s post-consumer carpet collection. “Research indicates 88% are interested in learning about eco-friendly products.”

Kathy Young, creative director for Shaw, noted, “Retailers across the country, but especially in areas that are very environmentally aware, are hungry for green merchandising that will attract and educate customers.”

Young also noted energy savings as a key part of Shaw’s new messaging, stating its Evergreen facility saves hundreds of thousands of barrels of oil—the equivalent of millions of gallons of gasoline. “This is something everyone can relate to. Not only is it a question of cost savings, but reducing oil use also helps preserve natural resources.”

In line with the green point-of-sales focus, Shaw has created an environmental section on its residential Web site, shawfloors.com. The new site also allows visitors to link to Shaw’s corporate environmental site, shawgreenedge.com, to gain more knowledge on the company’s environmental stance and products in an easy-to-use-and-follow format.

“We felt we needed an area on shawfloors.com that would be easy to understand and not overly technical,” said George Davies, marketing communications manager for Shaw. “Most visitors are looking for basic environmental information,” but for those interested in more detailed knowledge they can link to shawgreenedge.com for more information.