The World Floor Covering Association (WFCA) has launched a completely revamped consumer flooring web site at

The World Floor Covering Association (WFCA) has launched a completely revamped consumer flooring web site at

The organization’s design team re-imagined the portal to provide consumers with improvements in navigation and accessibility, in addition to cutting-edge digital tools and an enhanced user interface, according the WFCA. The new site showcases an ever-changing line-up of content including design articles and advice from Annette Callari, A.S.I.D., the latest in floor trends, as well as consumer-relevant industry updates. It also features an interactive design tool, Virtual Designer by EcoColor, which allows visitors to view hundreds of different floor styles in rooms that resemble their own. The tool not only showcases every flooring variety in dozens of colors but it also allows visitors to match grout color, lay down an area rug over their newly designed floor, change cabinets and wall and ceiling colors from a selection of Benjamin Moore Paints.

The ever-important member locator search engine that pairs consumers with retailers in their area was also redesigned for the new site. This unique and popular tool allows WFCA retailer members access to tens of thousands of leads that are generated through the WFCA website on any given month. All visitors need to do is enter their zip code and they will instantly receive a list of retailers in their surrounding neighborhood.

Content and visual facelifts were not the only changes made to The backend and infrastructure have also been completely revamped and rebuilt.

Employing the latest technology, the new site offers quicker response time, a more stable user experience and improvements that will increase user traffic to the site, the WFCA said.

“Web site technology has evolved very rapidly and WFCA wants to ensure we continue to provide consumers and our members with the most advanced and up-to-date tool to make flooring decisions both fun and educational,” said Chris Davis, president and ceo, World Floor Covering Association. “ is the only unbiased communications vehicle the flooring industry has with the consumer market. Our solid digital strategy will ensure that it continues to flourish and grow as an information resource and destination.”