The background

With over 470 shops in the United Kingdom, the Netherlands, and Belgium and almost half a century of experience, Carpetright are the long running experts in floorings. Their new store concept, launched in 2016, is a good example of the continuous improvement Carpetright strives for. To fully embrace their new concept, Carpetright started its digital transformation by entering the e-commerce world with the Adobe Commerce platform.

It all started when Carpet-land was founded in Belgium in 1974, many stores followed with expansion into the UK, Netherlands, France, Germany, and Switzerland. Although they have grown considerably over the years, Carpetright is still proud to stick to their core values with which it once started: selling quality products at competitive prices, with a high level of service to their customers. It was important then that these values were translated to the e-commerce world.

Making the switch to a customer-centric strategy and transforming the company into a service retailer is a complex operation in which the new online experience was key.

Our solution

Engagement started with strategy mapping and concept workshops to get a better understanding of the overall direction we needed to work towards. We worked closely with their existing offline branding agency to ensure brand synergy across all channels.

Adobe Commerce

In a parallel track, we started taking over the existing e-commerce environment and adding a new Pimcore installation to replace their outdated PIM environment. Further optimisation was undertaken to improve stability, performance and upgradability. When the environment was stable enough, work was carried out on the implementation of the redesign, further technical optimisation, along with the addition of some valuable functions such as a sample request flow and store locator.

In addition, Carpetright strived to offer its customers a better online experience. The website didn’t only need to offer products, but also to provide its users with service and inspiration. Carpetright has traditionally presented itself with a strong product focus. Making the step to a customer-centric strategy and transforming the company into a service retailer is a complex operation in which the new online experience is key. To make this transformation successful the new Adobe Commerce platform also needed to get across Carpetright’s value add services such as measuring at home, installing of floors and window decorations, and free sample service.

Creating a better customer experience

Carpetright has always been highly competitive on price and they wanted to change that image into a brand that delivers quality in products along with great customer service. So, the design and user experience had to match their core values. We created Carpetrights online branding, starting with UX workshops, from which the creation of clear user flows to fit in with Carpetright's new identity. Based on this, we entered an iterative design process in which we worked closely with them to create designs focused on customer experience aligned to their vision.

The results

The result is a 100% on-brand website that fits in with Carpetright's new positioning, vision, offline communication and in-store branding. The website portrays quality and no longer has a low-cost image, but still remains recognisable as Carpetright. Now Carpetright has a website that helps them deliver a top class service and experience. The Adobe Commerce and Pimcore integration ensures Carpetright has the stable foundations future-proofing it for years to come.

Key features

Adobe Commerce platform

Pimcore integration

Sample request flow

Store locator

Launch Site

Get in touch

Think we could be the right partner to help grow your commerce business? Contact us to see how we can help.