Midwestern Floor Covering Industry Leader

Rethinking Retail Marketing

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Injecting a modern digital marketing approach to a very traditional marketing industry

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For over 50 years, this midwestern floor covering retailer has provided customers the very best floor covering selection and personal customer service. Unlike the big box stores, this industry leader makes every client feel like they are the only client tailoring the purchase experience to individual needs and preferences.  

Fueled by a network of national buying programs, they offer commercial products, design and installation services unique to any other retailers in the industry.

Pain points

As an omnichannel advertiser, the client allocated a large amount of its strategy and budget to traditional media marketing. While very effective in creating traffic, those visiting the website were met with an outdated and less than optimal user experience.  

Their current state digital footprint was not keeping pace with ever-changing consumer purchasing behaviors. They needed to modernize how it captured, organized, and remarketed to their web leads.

Integrity’s retail marketing team was charged with architecting a fully integrated strategy that included the most current marketing best practices and more engaging online user experience and leveraging their customer relationship management (CRM) system for more effective lifecycle communications.

Integrity developed a new “digital storefront” that delivers a comprehensive experience to customers by:

  • Redesigning the website showcasing product selection
  • Updating content that highlighted the benefits of shopping with a locally owned and operated company
  • Coupling an effective lead management strategy with a best in-class CRM to better capture and track the increasing quantity of inbound inquiries 

Once fully implemented, Integrity trained the client’s sales team on how to better qualify prospects and optimize communications in a way to convert more leads than ever before.

Tools & Technologies
Google Cloud
Google Analytics
Technology platform audit
Data Studio
Persona segmentation and definition
Font Awesome
Business Case Development
Google Tag Manager
Business process analysis
Elementor Pro
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