Dalton—Sporting the catch phrase “Her floors, Her way,” Shaw Industries is set to launch a new photo upload feature on its completely Web-based room visualization tool, Try On A Floor, at the end of the month, which will be the first of its kind in the industry, according to the company.

The addition allows users to customize their uploaded photo with every Shaw flooring category available—carpet, hard surface and area rugs—as well as change wall, cabinet and other surface colors. “Try On A Floor upload feature is an invaluable tool that will help consumers take the guesswork out of choosing a new floor,” said Steve Abernathy, Shaw’s director of marketing and technology.

According to Mollie Allen, public relations and media relations specialist for Shaw, the tool stands apart from others because it is free of charge and is available 100% online.

“Users will be able to upload an image, get it on screen and begin applying Shaw floors, paint, rugs and more in five to 10 minutes,” she said. “And an added benefit of the new program is as soon as a customer is done designing, she can e-mail the room to a friend or save it for future reference.”

The tool is expected to bring buyers and dealers together as well, promoting in-house use. Allen noted the company is encouraging dealers to utilize this tool in their showrooms by uploading a photo of Ms. Consumer’s living room and showing her what Shaw floors really look like in her home.

Abernathy added, “Ultimately, our goal is to bring the consumer to Shaw dealers ready-to-purchase.”

According to the company, the purpose of the site’s revamp and added enhancements is to establish Shawfloors.com as the “premier flooring authority, while helping consumers make an informed purchasing decision at retail.” To achieve this feat, Shaw’s Web development team, targeted consumer behavior and redesigned the site based on in-depth consumer interviews, gender research, brand definition and strategic planning. Shaw worked closely with Swatchbox Technologies in Westborough, Mass., and Resource Interactive in Columbus, Ohio, on its technological makeover.

“Women want to see the big picture; they need to be inspired,” said Kelly Mooney, president of Resource Interactive. “Shawfloors.com’s design and visualization tools empower consumers by enabling them to explore, customize and even choose their flooring before they step into a store.”