Wilsonart Flooring’s New Website is All About You!
TEMPLE, TEXAS - Wilsonart Flooring has just launched its new consumer website which has been specifically designed to meet the needs of a very well-defined target audience. After spending more than two years researching who was buying Wilsonart® Flooring products and why, the company's marketing team developed a real-life profile of the typical Wilsonart Flooring consumer and has been catering to the married 36.2 year old mother of 2.1 children buying habits ever since!
“We named our consumer Kimberly,” comments Tammy Weadock, Marketing Manager. “Giving her a name and really getting to understand the things that are important to her and her life helped us maintain a higher level of objectivity as we developed our marketing and advertising strategies. It's not about what we think is important. It's totally about what Kimberly wants and expects from us as a manufacturer.”
For example, while men are doing more household work today than ever before, Wilsonart Flooring's consumer research revealed women are still spending twice as much time on chores as men. “On average, women like Kimberly spend 14 hours a week on household chores. Since Kimberly is most likely to be employed outside the home, we know housekeeping's a big issue for her and the low-maintenance aspect of our flooring products address this life issue in a very positive way,” comments Weadock.
The new Wilsonart Flooring website also combines the durability aspect of the flooring within the larger framework of a fashion-driven, exciting website that presents practical decorating tips and ideas that anyone can use. Says Weadock, “Homeowners today are extremely fashion conscious -- yet that doesn't always mesh with their actual lifestyles. For example, according to the American Pet Products Manufacturers Association, pet ownership is at an all-time high -- and with approximately 73 million dogs and 90 million cats living with us, homeowners are demanding high-performance flooring that not only looks good when it's new, but that will stay looking good over time with a minimum amount of effort.”
A consumer-centric driven marketing approach was the impetus behind Wilsonart Flooring's 2007 consumer brochure as well as the new website. “It all works together to tell Kimberly a cohesive, comprehensive story,” says Weadock. “The website brings the look and feel of our brand to life on screen. We've chosen the content and designed the site functionality with great care to make sure consumers like Kimberly have exactly the information they need to feel confident in choosing our products.”
One of the new website features designed to give consumers added confidence when considering Wilsonart Flooring is the “Design Studio.” This interactive feature allows consumers to select from a variety of room types and then view any of Wilsonart Flooring's 100+ designs in that setting. “It's a great reference tool for consumers to visualize how different flooring designs affect the overall look and feel of a room,” said Weadock. “And, when the consumer is ready to go from a virtual experience to a 'reality-based' experience, they can simply use the Flagship Retailer Locator feature on the website to find their nearest retailer.”
Wilsonart Flooring invites Kimberly and her friends to test drive the all-new website today at www.wilsonartflooring.com!
Wilsonart Flooring is a leading manufacturer of laminate flooring and one of the largest manufacturers of high-pressure laminate flooring. For more information on Wilsonart Flooring, visit www.wilsonartflooring.com or call 800-710-8846.