Who is Floorify

Floorify, founded in 2016 by Pieter Buyck and Marie Callens, specializes in rigid vinyl flooring. They saw opportunities in this rapidly growing market. Floorify's products are thin, quiet, waterproof, and easy to install, making them ideal for both residential and commercial applications. The company sells through independent flooring specialty stores and offers a strong online experience with services such as "Find a dealer" and "Free sample service". Floorify is strongly committed to sustainability and customer satisfaction, with a focus on recycling and high-quality service

How did we help?

Floorify has clear digital ambitions that they want to pursue further by building a new website. For this, they were looking for a digital partner who could support them throughout the entire process.

Wieni was responsible for strategic support, UI design, full-stack development, hosting and a service level agreement. An important part of development was extensive implementation with external services. This included integration with Odoo as a CRM system, Shopware as an e-commerce platform, and Mailchimp for marketing communication.

The end result is a website that combines Floorify's various services and excels in SEO and performance. With DatoCMS as the underlying system, pages can be dynamically assembled using content blocks, and each dealer gets their personal environment on the website.

Five highlights

1. Content management system

Wieni has been a big fan of DatoCMS for many years. DatoCMS is a headless platform that allows content editors to intuitively build a multilingual website. Floorify is available in six different languages. With future expansions in mind, preparations were made in advance so that new languages can be added quickly. Using a modular design & development system of reusable content blocks, Floorify can quickly build dynamic pages. This includes sections with related products, custom forms, or rich text on speed where, similar to Notion, you can add various blocks within the text using a / command.

DatoCMS also has smart built-in features such as automatic image tagging, setting focal points for efficient image cropping, or automatically calculating dealers within a certain radius. Additionally, they offer publicly available plugins that efficiently load images and videos, improving user-friendliness on mobile devices.

Because DatoCMS is headless, it also gives Floorify the ability to allow other applications to use the data available in DatoCMS in the future. Their digital screens at dealers can be enriched with data added in DatoCMS. Or if they would like to develop their own mobile application they can also plug into this data.

Curious about our perspective on DatoCMS versus Drupal? Take a look at this blog post.

2. Shopware

To expand Floorify's sample order flow and enable orders for products, Shopware was integrated as an e-commerce platform.. Shopware seamlessly integrates with our tech setup using DatoCMS. Products and dealers are automatically synced from Odoo to Shopware and DatoCMS, ensuring all the data we wanted to display on the public website is available, as well as all the data needed to place orders and sync those back to Odoo (Floorify’s CRM tool of choice).

Shopware is the commercial powerhouse in this flow. Additionally, it allows Floorify to send emails to customers and dealers and, in the future, to send custom abandoned cart emails.

3. SEO

There was a strong focus on search engine optimization. Besides being a source of information, the Floorify website serves as a lead generation tool. Therefore, Wieni provided correct schema data for all products to ensure they can be easily found via Google. Correct hreflangs, a sitemap, and content pages focusing on additional traffic from search engines were also considered. In collaboration with Ants Agency, we obtain valuable data that allows us to continuously adjust and update the Floorify website both content-wise and technically. During the checkout process, we track the products being ordered and monitor each step customers take. This data helps us enhance the checkout experience over time and boost sales.

4. Centralized data

Odoo was retained as the central system for managing dealers, products, and orders. Before building the new website, Floorify also utilized Zendesk. Since the new website launch and using DatoCMS, the entire FAQ functionality has been integrated into the content management system. Allowing Floorify’s content editors to focus on one platform where they can manage all of the content.

5. Dealer mode

We'd like to highlight a particular feature that stands out. Floorify's vision for integrating e-commerce features was ambitious. They aimed to transform their website into a reseller platform for all their dealers, allowing customers to visit floorify.com and order products directly from their preferred dealer. Each dealer across Europe has a unique URL that redirects customers to a customized version of the main Floorify website, preselecting their store. This innovation means Floorify is not just a webshop but effectively 600 webshops in one. Dealers gain an additional sales channel, Floorify increases its product sales, and Wieni had the opportunity to develop an exceptional B2B2C platform.

Overall, Floorify was a successful (yet complex) journey that we wouldn't have missed for anything. The experience gained by everyone involved and the great teamwork showed Wieni's and Floorify's commitment to delivering top-notch products. Although this story is far from over, we are already very proud of what has been achieved and look forward to the years ahead.