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Flooring Meets the Future

Transforming the showroom shopping experience with interactive technology

Location: Nationwide (US)

Industry: Retail

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Reimagining the floor 
BUYING EXPERIENCE

Objective

The convenience of online shopping has fundamentally changed buying behavior, yet shoppers still recognize the value they get when they can see and touch certain products in person. What if you could combine the benefits of both experiences to create a more personalized, reliable and easy shopping experience? 

After an extensive consumer research campaign, CCA Global Partners discovered that the average flooring consumer found the overall process confusing and the number of options overwhelming. They wanted to turn the traditional shopping experience on its head and put the customers in control of their purchase journey.  

As part of the organization’s innovative Retail 2.0 initiative, CCA needed a partner who could leverage the latest technology to help transform smaller, independent flooring stores into engaging retail environments that rivaled their larger competition. Supporting a large network of stores across the country, they needed someone with the right solutions and ability to deliver at scale. They turned to Diversified.    

"We wanted to eliminate the disconnect between when the customer is first browsing the store website online and when they’re ready to speak to a sales professional in the showroom. We needed a partner who could help us create a digital experience that seamlessly bridged the two. Diversified is that partner."

Andy Valeriani
Vice President of Digital Marketing, CCA Global Partners

D Flair
Group 187

Solution

Shopping for flooring for your home should be an enjoyable adventure, not a daunting chore. As part of CCA’s consumer research, they found that most shoppers prefer to explore their options independently before speaking with a salesperson. This is where the technology at the core of their Retail 2.0 initiative comes into play. 

CCA wanted to make the overall process more enjoyable with an interactive experience and augmented reality to modernize the shopping experience. When the customer was ready to engage with a sales professional, it was important that they felt well-informed and confident in their choices. To make sure the work the customer had already done to narrow their options wasn’t in vain, the sales associates needed to be able to pick up right where the customers left off, without feeling like they were starting back at square one. 

“This new digital experience in the showrooms is shortening the buying process and removing hurdles that in the past have deterred customers from making a purchase altogether. Now the overall experience is more engaging, and we’re closing sales at a higher rate because of it."

Andy Valeriani,
Vice President of Digital Marketing, CCA Global Partners

3,400+

Monitored Devices

Shop smarter, not harder:

To help engage customers in the stores, CCA installed self-service kiosks where shoppers can interact with floor samples. These Product Experience Platforms (PXP) empower customers to browse and learn more about their favorite samples at their own pace, transforming the traditional shopping experience into a more dynamic and personalized journey.  

By scanning the unique QR code on each sample, shoppers can immediately access detailed information to compare features, specifications and pricing. This innovative approach not only makes the process more convenient and informative but also helps shoppers to narrow down their selections with confidence. When they’re ready to discuss their options with a sales representative, they have a clearer understanding of what they want for a more productive and focused sales discussion.  

1,000+

Interactive Kiosks

Seamless Shopping from Screen to Showroom:

Once customers zero in on some options they'd like to explore further, a salesperson steps in to join them at the Customer Experience Platform (CXP). These mini collaboration stations let reps and customers dive into the details of their specific room and installation plans.  

For those savvy shoppers who started browsing the flooring options on the store’s website, this is where the magic happens. The in-store sales reps can instantly pull up the specific options the customer favorited online, seamlessly picking up right where they left off.  

With cutting-edge room visualization capabilities and precise project calculations, these CXPs give a comprehensive view of the product, cost and how the new flooring will look in the customer's actual home. It’s all about making the experience as smooth and satisfying as possible, from start to finish. 

900+

Upgraded Locations

Keeping a Pulse on the Experience:

Thousands of kiosks across multiple store locations nationwide means countless opportunities for malfunction but zero room for error. As part of Diversified’s Pulse remote monitoring managed service, each device and endpoint are monitored remotely to ensure optimum performance at all times. If an issue is detected, it’s quickly addressed remotely—often without any impact to the end user experience. When a more hands-on approach is required, an on-site technician is dispatched to get everything restored. By ensuring their technology is constantly working and up to date, CCA can minimize downtime and maximize client satisfaction and sales engagement.  

Working with Diversified has been refreshing. They’ve been very responsive in terms of customer service and to our needs—not only through the design, build and rollout of this program. They’ve been very responsive to the individual stores and quick to resolve any issues identified through the remote monitoring.” — 

- Andy Valeriani, Vice President of Digital Marketing, CCA Global Partners 

Impact

Rolled out across hundreds of stores nationwide, CCA Global Partners' bold Retail 2.0 initiative is revolutionizing retail spaces for flooring customers and in-store sales teams alike. This cutting-edge approach puts the customer firmly in the driver’s seat, streamlining the selection process and enhancing customer engagement with interactive features like QR-coded samples and room visualizers. It's not just about browsing; it’s about experiencing. 

By streamlining the shopping process and enhancing the visual experience, CCA is making it easier for customers to visualize their flooring choices, leading to higher satisfaction and shorter sales cycles. Before this solution, CCA found that it took customers on average 90-120 days just to make a decision. At the same time, 40% of those customers would throw their hands up and walk away from the entire process all together because it was so confusing and overwhelming. 

This strategic enhancement isn’t just a win for customers; it’s a game-changer for sales, driving impressive growth for member locations and setting a new gold standard for the flooring retail industry. 

“Our members love the technology, and it’s become an integral part in how the sales teams interact with customers. It’s shortening the buying journey and opening the doors for us to introduce more digital tools that will continue to elevate and separate our stores from the rest of the pack.”

Theresa Fisher,
SVP Visual Merchandising, CCA Global Partners

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