Shaw Flooring Network Convention


Shaw renews its commitment to its aligned retail companions – Mar 2019

Shaw Industries’ biennial aligned provider convention, held the 0.33 week of January in Orlando, changed into a piece of a departure from Shaw’s previous meetings with its maximum dependable retail customers. Yes, it turned into a nevertheless circle of relatives focused. Yes, it turned into a massive occasion with over 3 six hundred attendees-but this yr it changed into clean that Shaw is listening and letting the dealer pressure the timetable. In total, the 1,600 contributors of Shaw’s Flooring Network (SFN) do $800 million on an annual basis, and the intention is to take that variety to $1 billion inside the next four years.

This 12 months’ “Commit” subject changed into nicely matched with the rollout of this system’s four-way dedication, which has Shaw committing to its retail SFN contributors and vice versa, the contributors committing to each different, and everybody pledging a commitment to presenting exquisite service to the purchaser. The concept of “servant leadership” and constructing a dating with provider companions that extend beyond business to interact the whole circle of relatives personally turned into expressed from almost everybody who took the degree during the event.


Danny Crutchfield, who became named VP of the Shaw Flooring Network remaining year, mentioned in his inaugural opening talk in front of the organization that the conference has constantly been about human beings’ families, adding, “We apprehend that own family is a massive a part of what humans do. It’s now not approximately making your enterprise better; it’s approximately making your lifestyles higher. If we can connect to people on a deeper level, from a partnership perspective, and improve the matters in their lifestyles that actually are vital, we truely believe that partnership takes us to a deeper region.”


Celebrating its 20th anniversary, the SFN convention reinforced its own family hobby by supplying an event centered on outlets’ families. Universal Studio’s characters, along with Beetlejuice, the Men in Black, and Star Wars Stormtroopers, in addition to a fireworks display and nighttime on the Universal Studios subject matter park, entertained kids of every age, presenting light-hearted, amusing surrounding. The focus on attendee inclusion was similarly reinforced thru the location and layout of the general consultation stage.

The aspherical platform became situated in the center of the target market, creating a more intimate setting. Attendees felt like they had been a part of the event, and now, not without a doubt, onlookers being “talked at” as Shaw shared its dreams of getting into 2019.

According to Crutchfield, the research Shaw these days completed discovered a wonderful deal approximately the way to reach customers and help SFN dealers do the identical. “We assume, between our members and Shaw, that we will truly supply an excellent enjoy to make the client need to maintain buying from a Shaw Flooring Network save,” says Crutchfield.


For the ultimate numerous years, Shaw has upped its recreation with the aid of investing closely in marketplace-primarily based research-with efforts aimed at each patron and the provider. Last 12 months, Shaw hired a 3rd-party studies company to spend five months studying its dealer base. What is learned becomes surprising.

The studies revealed that many members focus on the builder section further to retail, however additional a healthful amount of B2B commercial in preference to B2C. SFN tried to bring together a member profile; however, it changed into unable to accomplish that because of the wide range of its populace. The research indicated that flooring retail control/ownership is now in its second and third generations. As for member issues, 70% of all members stated worries about the hard work shortage in installers, and extra than half are concerned approximately finding and retaining RSAs.

SFN turned into surprised to examine that its individuals annually spend on common $25,000 on virtual advertising and marketing and $70,000 on advertising. They also indicated that they would like to advantage greater self-assurance of their advertising strategy and tools well as a more internet presence.

Additionally, participants stated that they want to sense a greater degree of help from the manufacturer and SFN and a normal higher sense of connectedness to fellow aligned shops. The research also reinforced the belief that the dealer can power the client to shop for whichever logo the dealer favors, and lots of that favoritism is stimulated by the mill rep that calls on them on a day by day foundation.