Touted to be Australia’s ‘most progressive retail floor coverings group’, Choices Flooring has earned itself quite the name across a majority of Australia’s households. Maintaining a strong independent streak that stems from their humble beginnings, Choices Flooring continues to remain a pioneer in the field of flooring and wanted an agency who could replicate that within their digital presence. Enter Newpath.
The Process
To ensure their online identity remained as dynamic as their physical presence, Choices Flooring wanted to revamp their basic WordPress platform. From an end-user perspective and web-admin perspective, it lacked usability and therefore had decreased engagement which is what Newpath addressed through our digital innovation.
A highly ambitious project, our human-centered design process enabled us to design and build tools that empathised and resonated with buying audiences while digitally-enabling their 135 stores around Australia and New Zealand, ultimately, helping them to create exceptional customer experiences.
Keeping in mind the goal of increasing audience engagement, Newpath Web devised strategies to implement the same through innovation that would appeal to Choices Flooring as well as their audience.
They also needed a way to automate and self-manage a lot of their digital campaigns – Choices Flooring has an active annual campaign calendar that requires their digital marketing team to be closely engaged and manage brand campaigns.
Handling this project meant centralizing a majority of Choices Flooring’s activities – from digital marketing to their sales. Automation was key to this project, while keeping creativity at the forefront. Choices Flooring firmly believes in the saying, “The floor is the fifth wall of the house.” Newpath integrated design rooted in that very purpose.
The brand-new website gives consumers a modern experience while remaining comprehensive. Irrespective of an individual’s lifestyle or budget, the new experience seamlessly provides inspiration.
Points of engagement increased significantly through contextual enquiries, an AI chat bot, a comprehensive FAQ section, and the ‘My Choices’ component which provided consumers with an ‘inspiration station’.
The [Newpath] team has the ability to think outside the square creatively, push the boundaries and are very passionate about their work and their clients. Their knowledge in the digital space is exceptional, they are easy to work with and very patient when it comes to technical aspects, which as a client we have limited knowledge, meaning the relationship is strengthened by this approach they take.
Ingrid Powell – Digital Marketing Manager – Choices Flooring
