Abbey Carpet & Floor is America’s largest retail floor covering franchise, with over 800 locations in the US and Canada. The Abbey Carpet team recognized that the shopping habits of our customers have changed. They shop differently today than they have in the past. They require much more research prior to a purchase, especially for big ticket purchases like flooring. And, today's customer is much more demanding regarding their experience along the way.
Abbey Carpet & Floor has been a Sitecore customer for nearly a decade. Sitecore powered the brand website and the majority of their member retailer websites. The site design and functionality was dated, and the older version of Sitecore didn’t provide the modern marketing and merchandising features that retailers enjoy. In short, it was time to upgrade and redesign.
Themed around a new tagline, ‘Create your own lifestyle’, the project was tasked with engaging with customers that are in the market now, and improving their experience through the buyer journey along the way. The project started with an upgrade to Sitecore 8.2 and refactoring of site content to support a new component based design. With that foundational effort complete we were able to update and improve both design and functionality. Some highlights from this project include:
- A new, modern graphic design that lets the in-room product imagery pop
- A responsive design with adaptive layouts for key pages
- A new product catalog that includes product variants
- Room visualizer functionality
- 100% Sitecore component-based presentation, that is managed within the Experience Editor
- New shared content structure that includes brand-level, store-level and page-level content organization
The project was introduced to Abbey Carpet & Floor members at their national convention in February and launched on April 4th, 2017. An overview of the convention response is captured in this trade publication article.
The modern design and new functionality has been well received. The new data structure and component based design supports upcoming personalization initiatives. And, the team is now empowered to use digital in a more meaningful way to make a positive impact in the customer journey.