CUSTOMER NEED
Quick-Step, market leader in laminate and parquet flooring, wanted to improve the means to advice and educate (potential) customers about its wide range of flooring options. Quick-Step selected INDG based on its long experience in digital product configurators and its ability to scale across all product categories and for all consumer touch points, both fixed and mobile.
INDG APPROACH
INDG realized the Quick-Step Floor Advisor, an interactive application that translates customer preferences into a tailored floor advice. TO realize the advisor, INDG create a set of photorealistic, pre-rendered rooms. By using INDG’s Digital Engagement Suite, a suite of customer engagement tools that allow users to experience products in an immersive way, the rooms were brought alive. Quick-step customers can select a sample (prerendered) room and customize the room style (paint walls, etc) to feel more at home. Next they can either pick any of Quick-Steps wooden or laminate floors, or use this built-in advisor to get support in selecting the most appropriate floor.
RESULTS
Since its launch in 2011, Quick-Step measured a dramatic 6-fold increase of site visit duration and substantial growth in lead-to-conversion ratios. By offering the Floor Advisor, Quick-step customers have proven to enter a flooring shop with a clear product in mind. This makes their shop visits more efficient and better prevents selecting a competitor product in-store.
“From the moment we saw the Floor Advisor 3D demo, we knew that it would help transform our business,” says Jurgen Derycke, international communications manager at UNILIN (floor manufacturer and owner of the Quick-Step brand). “Our mission has always been to create beautiful and convenient quality products—but customers have always had to buy the product before they could really see what it would look like. Now, with INDG and Adobe Marketing Cloud, we’ve brought our core mission of design, innovation, and quality to the online experience, so that customers can see exactly how our products would look in their homes.”
A separate case study, set up by partner Adobe can be found here.
NEXT STEPS
At the end of 2011, INDG delivered a key extension that allows consumers to upload a picture of their own room and then view what different Quick-Step floors would look like in their own room. Early 2012, INDG delivered a mobile app that offers similar functionality for tablet users.
More information and download instructions can be found here.
