Article Number : 809 |
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| Date | 1/17/2006 10:47:32 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=809 |
| Abstract | Dalton—When Shaw Industries purchased Honeywell’s U.S. nylon business last year, company officials said the mill had every intention to not only maintaining the existing programs the fiber producer had in place for retailers but to expand and enhance them in the process... |
| Article | Dalton—When Shaw Industries purchased Honeywell’s U.S. nylon business last year, company officials said the mill had every intention to not only maintaining the existing programs the fiber producer had in place for retailers but to expand and enhance them in the process. Plus, it will support the brand by continuing to showcase Anso products and services at Surfaces. The Anso and Zeftron brands “will continue to be offered,” said Julius Shaw Jr., executive vice president, at the time of the purchase. “These are currently a very important part of our product line up and we don’t want to change that. “It is our intent to hone existing agreements as they relate to retail support,” he added. “And, in the long-term, we plan to offer our own programs and support that add value to these highly reputable brands.” Well, just a few months after completing the acquisition, the long-term is here as Shaw’s External Fiber Sales & Marketing (EFSM) division, announced it has put together “the most aggressive, lucrative dealer promotions in the brand’s history.” Mike Leary, director of the division, said just as it was with Honeywell, the programs are open to any Anso product, whether made by Shaw or another mill. We’ve been actively and aggressively communicating with other manufacturers saying if they were profitable before with Anso, there is no reason they can’t be now. “To respect the integrity of all involved,” he added, “Shaw has very deliberately built fire walls to make sure Anso is separate from its other businesses. That’s why we are able to go to Surfaces while the rest of the company is not. This division is responsible for the Anso and Zeftron brands in North America. The same people are running the plants; and as our residential and commercial partners have probably already witnessed, we were able to retain most of the field organization so they are still dealing the same people on the front lines.” Leary, noted with regard to Surfaces, “it is a great venue for Anso. It allows us to meet with dealers in an efficient manner. We can go over all the programs and services available to them, while at the same time allowing them to see all the products that are made with Anso and even Zeftron as there will be some selections of the commercial fiber on display.” As for its Surfaces booth, he explained it will feature any Anso and some Zeftron from any mill, not just Shaw. “To the average person coming into our booth, it will not be obvious to them that we are part of Shaw.” In announcing the dealer promotions and incentives for the year, Leary said the company put a great deal of planning behind them. “There is a reason the Anso Advantage Account (AAA) co-op program is now in its 24th year and the Capture the Spirit (CTS) incentive is 15 years old. These are valued programs in the industry and we wanted to do what we could to make them even better and more rewarding for dealers.” To kick the year off, CTS and AAA have joined forces for a “Seeing Double” promotion. “This will help dealers and salespeople gain greater value out of these two long-running business-building programs,” said LaShon McGinnis, advertising manager for the EFSM division. In addition, there will also be a roll promotion to help dealers “jumpstart” 2006. Retailers who register for Seeing Double, open until March 31, can earn double co-op on all incremental yards. This happens once his January to June 2005 base yardage earnings are exceeded. To register, go to www.ansoseeingdouble.com. Shaw is also offering a year-long bonus cash incentive through the Capture the Spirit program on its newest Anso collection, Visions, which is part of the mill’s 4- and 5-Star Assurance System. Salespeople can earn up to $1 per yard on qualifying sales. Visions, which also has its own display, is constructed with Anso Caress ultra-soft nylon and features Shaw’s patented R2X stain and soil fighting system, along with its proprietary SoftBac Platinum backing. It includes a full range of constructions—from luxurious cut-pile textures and cables to cut-and-loop patterns. The initial collection comes in 18 core styles, plus jewel and Berber tones. Visions’ two-tiered display can be had for free through a special rebate promotion. Retailers who purchase the unit by April 1 can earn rebate dollars on qualifying Visions styles through the end of the year. The 2006 roll promotion offers incentives to dealers who sell any product, regardless of style, weight, construction or mill, made with Anso nylon. Retailers can receive up to $75 per roll up to 20 rolls. Coupons for the promotion will be distributed via Anso Residential Merchandising Specialists (ARMS) as well as all the shows, markets and conventions where Anso is present. “For nearly four decades, the Anso brand has been synonymous with innovation, performance and trust,” McGinnis concluded. “2006 promises to be a year in which customers will experience our brand commitment at an even greater level through rich incentives for dealers and their salespeople as well as beautiful product introductions to meet the consumer’s desire for performance and design.” To learn more about Anso products and promotions, visit its Surfaces booth, #1920, contact your local ARMS rep or visit www.anso.com. |