Despite a century of success, DeSitter Flooring faced the inherent challenge of evolving a deeply ingrained traditional sales process. The company recognized the need to adapt to modern consumer buying habits, which increasingly involved online research and interaction before an in-store visit. Without a robust digital solution, DeSitter risked missing opportunities to engage with potential customers early in their purchasing journey and streamline the path from online interest to in-store conversion. The traditional approach required significant effort from sales associates to educate customers and generate leads, making it difficult to scale and maintain profitability in a competitive market.
DeSitter Flooring partnered with Cyncly Websites to implement its Digital Retailing solution, focusing on creating a seamless online-to-in-store experience. Key components included:
- Enhanced online shopping experience: Providing customers with an easy-to-navigate website.
- Product Visualizer: Allowing shoppers to upload images and virtually see flooring products in their own homes, fostering deeper engagement and self-education.
- E-commerce sample ordering: Enabling customers to order samples online, reducing the initial friction of an in-store visit and generating high-quality leads.
- Integrated lead management: Equipping DeSitter's sales team with immediate insights into customer interests and sample orders, allowing for proactive and targeted follow-ups.
This integrated approach transformed how DeSitter engaged with customers, setting up sales associates for success by providing them with warm, informed leads.
The implementation of Digital Retailing quickly yielded significant improvements for DeSitter Flooring. The dramatic 51% increase in Masland sales within three months highlighted the solution's effectiveness in driving revenue, even as many competitors faced market downturns. The 430% boost in product pageviews and nearly 1,000 visualizer uploads demonstrated a profound shift in customer behavior, with shoppers actively engaging with products online and arriving at the store well-informed. This digital engagement translated into higher-quality leads, empowering DeSitter's sales team to focus on closing sales rather than initial education. The solution not only accelerated production without added headcount but also simplified the buying experience, reinforcing DeSitter's position as a forward-thinking leader in the flooring industry.
