Design Within Reach

The Power of Floor Design online

Challenge: Design an online home for a customizable floor.

Design Within Reach's InterfaceFLOR, a cutting-edge customizable tile product, hit the market in 2004. Featured in-store and in catalogs, it needed an Internet presence to realize its full potential. Fluid was chosen to put the power of floor possibilities online for customers and sales associates.

Three areas were known barriers: Starting the configuration process, the inability to view designs in progress and the ability to engage others in the decision process.

Solution: Floor design planning turned into an online art.

Fluid's proven process delivered an online 3-D room in which customers can design and view their flooring creations immediately. We simplified the sales cycle of this complex and configurable flooring product.

With a tight timeline and budget, Fluid's solution speaks to discovered customer clusters - "Design Hesitant," "Design Savvy" and "Problem Solvers." The technology is scalable and able to be maintained by DWR's internal staff. Printable and emailable floor designs aid the decision process.

Results: Floored by the sales.

Fluid turned the InterfaceFLOR process into online plans and pictures that are driving purchase - in just 10 weeks. Sales are up. Returns are down. Everyone from cautious beginners to savvy designers are able to "Play, Plan and Purchase" the product. All three actions have exceeded expectations.

Picturing customizable flooring prior to purchase is proving compelling. DWR's in-store employees have become its biggest advocates.