Shaw Advantage ‘04 Presented to Almost 10,000 Retailers

May 13, 2004 Dalton , GA - Shaw Industries recently completed presentations of its Shaw Advantage ‘04 program to floor covering retailers throughout the country. Introduced last year, the Shaw Advantage is a compilation of company innovations and unique programs that help Shaw’s customers be more competitive. Shaw Advantage ‘03 accented Shaw’s Star Selling System (now Star Assurance), EverTouch™ fiber, SoftBac® Platinum, R2x® Stain and Soil Repellent System, ShawOnline, and the company’s ultra-soft product collection.

Star Assurance was retained in the Shaw Advantage ‘04 because of the success of this system in giving consumers a credible explanation of product benefits. Since its inception more than two years ago, Shaw’s Star System has been helping retailers to explain quality differences to consumers, as well as allowing consumers to recognize different attributes of carpet and make informed decisions about upgrading. Shaw’s three carpet categories - 3-Star, 4-Star, and 5-Star - represent a practical system that standardizes product features, warranty packages, and labeling information across all Shaw residential brands. Identification of Star benefits has been incorporated in Shaw’s new merchandising programs.