It’s no secret it’s tough out there. Shaw Industries president Randy Merritt has called it “the perfect storm.” Subprime lending practices, unrealistically priced homes and speculative investors together created the economic situation we have today. However, we must remember there is always light at the end of the tunnel, and sometimes we must create the light, or optimism, ourselves.

Cornerstone to success in a down market is aligning your business with manufacturers who create innovative, quality products and support those products with aggressive marketing and tools.

Promotions are a great way to drive business and create excitement. For example, Shaw recently kicked off the company’s biggest and best promotion yet, Spring is Green, which started March 1 and ends June 7. The promotion features messaging centered on budget-friendly and eco-friendly Shaw flooring. Running in conjunction with the company’s exclusive flooring sponsorship of the 2009 HGTV Green Home Giveaway, the promotion highlights the company’s recyclable Anso nylon, recycled ClearTouch PET filament and eco-friendly Epic hardwood. Spring is Green features national television, print and online advertising, directing consumers to shawfloors.com to download $200 off coupons and, ultimately, locate retailers. Exciting retailer and retail sales associate incentives are also part of the comprehensive promotion.

In addition to driving consumer traffic with Spring is Green, Shaw is hosting Nationwide Warehouse Sales in mid-May. The sales will take place in 30 Shaw facilities nationwide, including Chicago, Los Angeles, Dallas, Baltimore, Boston, Mobile and Orlando. True to the company’s commitment to innovation, Shaw is introducing 12 products during the event. All new products feature Shaw’s recyclable Anso nylon and Evertouch nylon. Both yarns feature Shaw’s new tufting technology, offering the softest fiber innovation on the market. Our softest, cleanest, longest-lasting, greenest products offer key differentiating factors that are sure to entice sales.

Floor covering companies can save time and money while reducing errors by conducting business electronically. With ShawOnline, retailers have instant access to a wide variety of services that can be managed conveniently via computer. ShawOnline users can search their own database of products using specific criteria. Additionally, financial information can be easily accessed and downloaded into a spreadsheet format. Invoices, credit memos, debit memos and checks can all be viewed online, and claims can be submitted instantly.

Training and product knowledge are especially important during a down economy. Shaw provides many continuing education tools and training for retail sales associates. The Shaw Learning Academy offers an impressive array of courses, online learning and training resource materials to help retailers succeed. Courses in business management, sales training, leadership development, technology and product knowledge are available.

Times are challenging. Remain optimistic and partner with companies that offer the tools to aid retailers in gaining market share and, ultimately, succeeding. Partner with companies that help create that light at the end of the tunnel.