CASE STUDY — FLOR

Optimizing Digital Assets to Sell Optimal Products

Astound helps FLOR create a showcase platform for its designer carpet tiles.

42%
YOY REVENUE
INCREASE

38%
DESKTOP CONVERSION
RATE INCREASE

16%
MOBILE CONVERSION
RATE INCREASE

72%
DESKTOP ADD-TO-CART
RATE INCREASE

13%
BOUNCE RATE
IMPROVEMENT

Business Environment

Modern interior design necessarily reflects the numerous priorities that now define the 21st century marketplace. Textiles and furniture must be beautiful, functional, and expressive of individuality. They must also personify sustainability and environmental harmony.

FLOR is a company that understands this multidimensional mission, gaining plaudits from interior designers and homeowners for its elegant and captivating rug and carpet tiles. FLOR tiles are produced in a dazzling array of styles and materials, allowing the creation of bespoke and highly creative floor schematics that precisely express mood, style––even personal philosophy.

Owned by Interface, FLOR is committed to using sustainable materials, employing low-carbonemission production processes, and promoting social equity. It’s a global presence, competing directly against major manufacturers that include Crate & Barrel, CB2, and West Elm.

Challenge

FLOR’s stellar product line and principled ethos have inspired legions of devotees. But as retail shifted from brick-and-mortar to ecommerce, the company found itself hobbled by its own success: in simple terms, it had outgrown its Magento platform.

Site performance was mediocre at best. Particularly tender pain points included a design that had a poor user experience and wasn’t optimized for mobile conversion. (Though FLOR has a relatively high base of desktop users, company leaders were all too aware that mobile is the future of ecommerce.)

Beset with concerns that the company was behind the ecommerce curve, FLOR came to Astound Commerce to alleviate its pain.

Want to leverage Astound’s expertise in creating a holistic content and technology strategy?

Strategy

Astound’s analysts and engineers assessed the issue from a holistic perspective, quickly apprehending that the quality and versatility of FLOR’s modular carpet tiles could be difficult to communicate in a digital environment. The solution: a platform that was as beautiful, elegant, and exciting as FLOR products. The site had to be easy to navigate and update, and it had to be bulletproof.

Execution

First, Astound created an attractive and easy-to-use product listing page that lets customers view products by lifestyle or tile “layflat” photography, optimizing navigation and checkout. Our engineers also revamped Flor’s product detail page, ensuring a smooth customer voyage from product description to Add to Cart. We also reconfigured and improved Design Studio and implemented Page Designer, a proprietary technology that allows rich storytelling and ancillary content and provides easy and instantaneous page updating for new product launches and marketing campaigns. Finally, Astound assumed development support for Flor after migrating the site to Salesforce Commerce Cloud. Flor had long been dissatisfied with its prior system integrator, and Astound’s deep bench of diagnosticians and troubleshooters quickly alleviated the company’s systems integration pain points.  

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Results

FLOR executives report spectacular results from Astound’s efforts. Direct quotes include:

  • “All of the dev team did such an amazing job and went above and beyond. That kind of dedication is just amazing.”
  • ”What we hear from our customer services team members––who have been through many launches––[is] ‘This is the best site launch we’ve ever had. No one is calling and complaining. No one.’”
  • “The creative team … just did an outstanding job on the project. People are saying, without us asking, ‘We love the shop flow and how easy it is to order.’ ”
  • “It would not have gone as well or as seamlessly without Astound.”
  • “We absolutely made the right choice in partner.”
  • “We have a lot of partners and make decisions on partners frequently. I am so proud of the choices we made [here] and so glad we have this long-term relationship with Astound.”
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