Shaw Floors

Flooring Inspiration from the Top Down

Shaw Floors set out to modernize its residential digital experience by helping customers better visualize flooring choices and connect their online research with the in-store dealer journey. The initiative focused on reducing friction in the path to purchase, improving confidence during decision-making, and creating a more inspiring, conversion-oriented experience.


The Challenge

Customers were spending significant time in the research phase, often overwhelmed by too much information and uncertainty around product selection. Shaw needed a digital experience that could simplify the process, connect inspiration with action, and strengthen trust while supporting both online engagement and dealer conversion.

The Solution

Built in Kentico, the experience introduced interactive 3D room scenes, augmented reality, product galleries, and storytelling to help customers visualize products more confidently. The redesigned journey simplified research, connected digital exploration with the dealer showroom experience, and added voice-enabled support for care and maintenance.

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A Different View All Day

Using the concept of “day-in-the-life storytelling”, we were able to demonstrate Shaw’s full line of products in everyday life scenarios, highlighting features and benefits, while providing customers with inspirational ideas to update the look of their home

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Shopping Simplified

With innovative design and development solutions, the latest digital experiences for Shaw Floors have served as a beacon to new and existing customers, providing increased traffic, engagement, and leads for dealers.

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The Impact

The result was a more engaging and effective digital experience that helped guide customers from inspiration to purchase with greater confidence. By improving visualization, simplifying shopping, and better connecting online and offline touchpoints, Shaw Floors increased traffic, engagement, and dealer leads.

More Sales Leads

12X

increase in sales leads for dealers in one month than the prior year

Increase

62%

increase in total page scroll depth

Increase

54%

increase in user engagement

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