Shaw’s Focus 45 Simplifies Commercial Sales

May 19, 2004 Dalton , GA - Introduced to retailers last fall, Shaw’s Focus 45 is a core group of “ Main Street ” commercial products from the company’s Philadelphia Commercial and Queen Commercial divisions. According to Chuck McClurg, manager of commercial carpet marketing, the products represent the most comprehensive collection of commercial styles available to floor covering retailers. The program is designed to simplify the selection process by illustrating different end-use options for commercial styles and clarifying the differences in product quality and price.

“Many retailers and consumers alike find that matching a commercial carpet to an appropriate end use is confusing, and this is understandable in light of the complex array of product types and specifications,” McClurg says.

Focus 45 styles are grouped according to general categories that reflect similarities among the products, such as fiber type, construction, and price.

While these categories are not specific as to appropriate end uses for the products, the segmentation offers a good foundation to begin the selection process and helps to illustrate trade-up variations.

A brochure, “Focus 45 - Your Essential Program,” gives retailers an understanding of the basic display layout of Focus 45 styles and a general sense of the merchandising concept. Descriptions of the categories are included in the brochure.

Another important element of the program is the Product Application Guide (End Use Guide for Queen), available in both Philadelphia and Queen Commercial versions. An important supplement to retailers for more than three years, the guide expands the category concept and provides recommendations for specific end uses for each commercial style. The recommendations are based on the original end-use designs and sales history.

McClurg points out that many commercial carpets are fine for a wide variety of settings and end uses. “It’s important to recognize that commercial carpet is a very versatile floor covering and that products cannot be strictly classified,” he says. “For most commercial customers, a retailer can confidently recommend several Philadelphia or Queen commercial styles which would thoroughly meet their needs. Conditions vary in different end-use categories, and it may be that a different choice is suitable. Focus 45 and the supporting literature, however, offer an excellent foundation on which informed choices can be made.”