Mannington’s residential business division announced that it has launched a new consumer-facing website, Mannington.com, as well as a new Phenix branded consumer-facing site, 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.”
“We completed a number of rounds of research with RSAs, consumers, and designers to ensure our branding is attractive and we are providing an experience for the consumer during their shopping journey which creates a bond with our brand,” said Lori Keith, vice president, residential marketing. “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.”
“In addition, we’re now showcasing our top-tier retailers on our product pages to help build brand recognition between the consumer and their local flooring store,” continued Keith. “But the innovation we’re most excited about is that we’ve integrated our visualization tools into each product page. 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.