Salem, N.J.—Mannington’s residential business division has launched a new consumer-facing website, Mannington.com, as well as a new Phenix branded consumer-facing website, PhenixFlooring.com. In addition, the residential division under the Mannington brand has completed its initial phase of a rebrand.
“Being more relevant to the Millennial and female consumer is our top priority for the Mannington residential brand,” said Zack Zehner, president of Mannington Residential. “Our key goal for the new website is to drive more business to our retail partners, as well as to
make the consumer’s shopping experience easier and to build an affinity towards our brands.”
According to Lori Keith, vice president, residential marketing, the company has completed a number of rounds of research with RSAs, consumers and designers to ensure its branding is attractive and the customer can create a bond with the brand. “We have launched a number of innovative experiences with our new websites that aren’t currently offered within the flooring industry, like a Floor Finder Quiz that uses almost 300 points of data to accurately provide the consumer with the right floor for them based on their performance needs and style preferences,” Keith said.
In addition, the company is now showcasing its top-tier retailers on its product-pages to help build brand recognition between the consumer and their local flooring store. “But the innovation we’re most excited about is that we’ve integrated our visualization tools into each product page,” Keith said. “The consumer uploads their photo once, and their room now becomes a part of their shopping experience. Every product they look at is automatically shown to them in their own room without disrupting their shopping process and progress.”
The new websites are now live and consumers can test out all the great new features for Mannington and Phenix.