Making flooring feel like high fashion with a digital transformation and branding.
Digital Transformation for Flooring Powerhouse HMTX
HMTX INDUSTRIES
Digital Experience Strategy & Design
Custom Development
Headless Implementation
PWA Implementation
Design & Branding
TotalCare
3D Sources
Yotpo
Avalara
Klarna
Narvar
Listrak
Braintree
Livechat
RECOGNITION
Gold W3 Award for Best Homepage and Best Art Direction
Web Excellence Award for Banding and Website Design
Background
HMTX Industries is a global luxury vinyl flooring manufacturer serving a diverse cross-section of the construction marketplace through a wide swath of channel strategies and corresponding lines of business. The business started with humble origins and has now grown into a $900 million industry powerhouse.
Flooring is an industry that has been primarily serviced through local brick and mortar flooring companies, large retail chains such as Home Depot, and various construction and architectural firms who will often buy from HMTX directly. With the launch of their new D2C experience, HMTX hopes to change that by bringing luxury flooring directly to the consumer.
HMTX’s family of brands wanted to expand not only their commerce channels but also their customer intimacy by launching a D2C transactional website built with modern best-of-breed standards. The goal was no less lofty than to revolutionize the flooring industry.
Together, Corra &
HMTX
achieved:
Challenge
Making Luxury Vinyl Tile Feel Like High Fashion
The first challenge was to make HMTX’s premium brand, Allure, feel fashionable, even sexy. To do this they asked Corra to conduct a competitive review of both the flooring industry as well as finding inspiration from high-luxyry apparel brands.
Simultaneously, HMTX needed to be set up with long-term dependable commerce architecture that would serve them now, while also positioning them with a blueprint to continually upgrade and optimize their solution.
Introducing the new shophmtx.com.
Solution
Digital Transformation, Branding, Channel Strategy and Ecommerce Technology
As a growth-oriented business, HMTX needed a new go-to-market strategy for their product line, Allure. We begin this journey of digital transformation at the beginning: the customer. In order to help HMTX’s executive team get their many various internal stakeholders aligned, Corra crafted an idealized customer journey that began with advocacy on social media, followed the customer through various marketing messages and into the site experience that include augmented reality 3D renderings and the ordering of floor tile samples. The journey concludes not only with a purchase but with the expansion of awareness to HMTX’s other B2B lines of business.
Once this broad, cross-channel journey was defined and agreed upon, we focused on the brand. Beginning with Allure, Corra helped HMTX define its brand positioning and values, as well as designing the logo and visual identity. Corra also drafted the copy for the homepage and designed Allure’s packaging and positioning for the samples.
Preview of the new design
Solution
The new homepage design features stark angles inspired by the shape of the product and parallax scrolling to invite the consumer into a luxurious lifestyle. While the refined PLP design features a robust category description (good for SEO and usability) as well as the option to visualize the product with an augmented reality 3D experience on mobile devices.
Preview of the new design
Solution
As a growth-oriented business, HMTX needed a new go-to-market strategy for their product line, Allure. We begin this journey of digital transformation at the beginning: the customer. In order to help HMTX’s executive team get their many various internal stakeholders aligned, Corra crafted an idealized customer journey that began with advocacy on social media, followed the customer through various marketing messages and into the site experience that include augmented reality 3D renderings and the ordering of floor tile samples. The journey concludes not only with a purchase but with the expansion of awareness to HMTX’s other B2B lines of business.
Once this broad, cross-channel journey was defined and agreed upon, we focused on the brand. Beginning with Allure, Corra helped HMTX define its brand positioning and values, as well as designing the logo and visual identity. Corra also drafted the copy for the homepage and designed Allure’s packaging and positioning for the samples.
Results
HMTX began their relationship with Corra as leaders in luxury flooring purchased through brick-and-mortar stores. Now, they still have dominance in that vertical, but a new channel has opened up: D2C transactional ecommerce.
HMTX has a new future-proof commerce solution that serves their current needs and is highly scalable to meet the roadmap of the future.
The Allure product line, a stalwart in HMTX’s stable, received a go-to-market strategy complete with Corra designed logo and packaging. Building a new technological framework isn’t complete without a strategic reimagining of how a company's products fit into that new strategy.
Corra continues to work with HMTX in our TotalCare program offering maintenance, support and ongoing strategic guidance.
Through this project, HMTX has shorn up their already strong position and built roads to expand that position. Corra is the industry leader in providing growth-oriented initiatives to all kinds of brands, and this project was no exception.
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