Transforming Anderson Tuftex’s flooring website with flexible enterprise CMS

Key project highlights

• Developed a reusable CMS template to simplify creating and managing websites across multiple brands. Learn more about our CMS development services.

• Integrated advanced e-commerce features, enabling detailed product data imports, dynamic filters, and customizable product displays.

• Empowered non-technical users to independently manage website content, styling, and e-commerce workflows.

• Streamlined operations by integrating third-party tools for marketing, accessibility, and compliance.

Business Challenge: Meeting Customer Demands with E-commerce Software Development

Anderson Tuftex, part of Shaw Industries, manufactures hardwood flooring products in Dalton, Georgia. The company offers hardwood, carpet, stairs, and rugs with hand-scraped wood grain and custom-dyed fibers, helping customers craft products that match their homes. Its approach is consumer-centric, aiming to simplify the online shopping experience and meet the sophisticated needs of today's customers. 

Seeking a solution, Anderson Tuftex partnered with Bits Orchestra, which was chosen for our expertise in delivering tailored digital transformations for the retail sector. The task for Bits Orchestra’s team was to upgrade a website with advanced CMS capabilities and e-commerce tools designed to simplify content updates and enhance the shopping experience. The goal of the collaboration was to create a user-friendly, efficient online platform that mirrored the high standards of their physical products, thereby improving customer engagement and driving sales.

Custom Solutions: Leveraging Flooring Industry Software for Modern Retail Experiences

As a trusted retail software development company, Bits Orchestra developed a customized CMS template for Anderson Tuftex. It is reusable, which allows the team to control the sites and create them efficiently across the other brands. The template gave them a strong foundation to stand on, so they were able to create new sites quickly, allowing them to make updates independently without relying on IT. Emphasizing the flexibility of the approach, we have guaranteed the solution develops together with the company's needs and expansion.

Content pages built with custom sections and widgets on Anderson Tuftex’s CMS platform, showcasing advanced flooring industry software.

 

Then we introduced advanced e-commerce tools to change the customer experience. These tools included the intuitive product filter, product customization, and product data import interface. Together, they have enhanced the end-to-end shopping experience, making it easier for customers to find, compare and purchase flooring products, while reducing workflow disruptions for the Anderson Tuftex team.

With our strong expertise in CMS integration, we also added third-party tools to their digital ecosystem to improve functionality and user experience.  Marketing automation tools helped to improve customer engagement and accessibility features, which ensured compliance and inclusivity.  These integrations helped to optimize processes on both the front and back end and enabled Anderson Tuftex to deliver a seamless and engaging digital experience for their customers.

Additionally, we focused on avoiding feature overload by prioritizing essential functionalities and maintaining a clean, user-friendly interface. 

Key Features Driving Value for Flooring Industry Software

We have focused on implementing features that deliver measurable value to both the company and its customers:

• Reusable CMS Template: The Kentico Xperience 13 platform, an ideal solution for flooring company software, allows for the creation and management of brand-specific websites with flexibility. Non-technical users in the marketing department can edit, copy, change elements, and style accordingly.

• Advanced e-commerce capabilities: Features such as dynamic product filtering, customizable product detail pages, and product import simplification make the process clear and efficient.

• Personalized Customer Experience: A/B testing, content personalization, and page layout plug-ins help customize customer interactions, resulting in higher engagement and conversion rates.

• Role-based permissions: The brand manager and the content editors can create, publish, and approve content separately without any error or brand violation. Controls are centralized at the brand manager level to create a proper hierarchical system while still allowing content editors their autonomy.

Custom controls designed to enhance the user experience for Anderson Tuftex's flooring company software.

 

Seamless Integration: Enhancing Retail Software Development with Advanced Tools

To make the platform a better solution, we have added some of the third-party tools that are meant to, among other things, optimize user experience, enhance security, and facilitate compliance:

• Cybersource: Guarantees the secure processing of transactions, therefore making the customers feel confident in their payment environment, and consequently, trust in the service is developed.

• AudioEye: It helps locate and eliminate accessibility issues in a mobile application or a website, thus ensuring that ADA standards are fulfilled and all WCAG guidelines are respected. Thus, users with disabilities will have more exciting experiences.

• OneTrust: Governs the users' consents and cookies so that users can be assured of their privacy and data protection, as well as the company's compliance with international privacy laws like GDPR and CCPA.

• Genesys Chat: Provides immediate customer support through live chat, which not only improves the customer service experience but also helps solve the customer's problems quickly.

• Bazaarvoice: A venue that permits buyers to publish their reflections on the product page directly, thus scoring the goods with trust and credibility.

• SharpSpring: Registers and records data on users’ interactions, such as the form post and newsletter subscription. Additionally, it serves as a lightweight customer relationship management (CRM) solution for marketing purposes.

• Roomvo: A visualization tool that lets customers see how the different flooring products will look in their rooms, thus helping them make better choices.

• Calendly: Making meeting times easy for customers who want to book appointments seamlessly is one of the functionalities of this tool.

Collaborative Teamwork 

Our team, divided into specialized groups, tackled different components of the project simultaneously. Front-end developers focused on building React-based components for customizable page layouts, while back-end developers configured widgets and sections using .NET development to support brand-specific designs. This division of responsibilities ensured that the final solution met Anderson Tuftex's need for flexibility, including different permissions for brand managers and content editors.

Through an interactive approach, we developed the workflows with their UI/UX team, enabling flexible page creation and easy content editing. We received frequent feedback from their stakeholders, which allowed us to make the platform more intuitive and free of unnecessary complications for their teams. 

Such close cooperation gave us the opportunity to synchronize each feature with Anderson Tuftex's operational objectives and brand vision, from content management to advanced e-commerce features.

Key Outcomes: Elevating the Flooring Industry with E-commerce Software Development

• Anderson Tuftex can now quickly create and configure websites for new brands, reducing time-to-market and operational complexity.

• Product data imports and configurations are easily managed within the CMS, eliminating the need for frequent developer involvement.

• Enhanced user roles allow content editors to focus on updates while brand managers maintain control over site configurations.

• Improved customer experiences through intuitive navigation, faster product discovery, and personalized e-commerce interactions showcase the effectiveness of flooring company software and multichannel retail software solutions.

• Page Views Increase (+62.0%): The website now attracts more visitors, indicating greater visibility and reach. This means more potential customers are engaging with the brand.

• Item Views Increase (+67.0%): Each product is being viewed more often, which typically correlates with higher sales opportunities.

• Event Count Growth (+19.7%): The actions taken on the site, like clicking on products or links, have increased. This shows that people are not only visiting but also more engaged with the content.

• Efficient Design Elements: Enhanced navigation and call-to-action buttons led to an overwhelming increase in clicks (+439,905%). This indicates that the new design effectively guides customers to take desired actions, such as making purchases or signing up for more information.

The website upgrade has successfully made the site more appealing and user-friendly, resulting in increased traffic and engagement. Continuous improvements can further improve user experience and drive additional revenue.

This project illustrates how a tailored approach, built on strong enterprise CMS and e-commerce foundations, can drive both business efficiency and customer satisfaction in the retail industry.