Why Blueport for E-Commerce?Blueport.com

One of the biggest challenges in big-ticket retail is how to provide an ecommerce online shopping experience that approaches the feel of the in-store shopping experience. This is particularly true when you are selling an item like hardwood flooring online, as our client Flooring America knew all too well.

We were determined to improve the ecommerce online shopping experience for their web site, which features thousands of products all represented by a uniform square image of the flooring.  We turned to our merchandising partner Allurent, whose goal is to create the most compelling online shopping experiences with their product Allurent on Demand.

The solution we came up with is the Flooring Explorer, a 5x3 grid of flooring squares that sits at the top of each category page.  Simply mousing over each image gives you the details of each product, including price, and the ability to add the item to your cart. The ability to quickly look at a half dozen products without scrolling helps bring the store experience of dozens of physical swatches to the ecommerce online shopping experience.  

Once live, the analytics around the online shopping widget proved its success. Visitors who used the Flooring Explorer view 8x as many products and added 2x as many to cart. This is an indicator of a successful ecommerce shopping experience.


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