E-commerce platform development for premium flooring brand

#Ecommerce web development services #Content Management #E-commerce websites #ASP.NET MVC #Kentico Xperience #React

Project goals

Upgrade the COREtec Floors website to make it more flexible, adaptable to the brand’s needs and require less involvement from the development team.


Easy-managed e-commerce platform with multilingual and multicurrency features, integrated with payment and order processing system for Shaw Industries’s brand

About the client

COREtec® is a top brand in premium, hybrid flooring in the US, founded in 2012. In 2016, it was taken over by Shaw Industries, Inc., a major player in the global carpet market and a Berkshire Hathaway subsidiary. Shaw, with a headquarters in Dalton, Georgia, has an annual profit of more than $6 billion and a global workforce of around 22,000.

Project goals

Our main aim was to upgrade the COREtec Floors website to make it more adaptable and user-friendly, reducing the need for constant technical support. We wanted a website ready for now and the future, meaning it could easily adapt to new demands from the brand, stay up-to-date with technology, and meet customer expectations. Our plan was to empower the marketing team to make updates and changes without relying heavily on developers. This approach was focused on making the website scalable, which means it can grow and change easily over time, keeping COREtec Floors competitive in the digital space.

Key challenge

The major challenge was balancing advanced technology with a website that's easy for the team to update and manage. We needed a robust back-end system that supports the website's operations without any hiccups and a front-end that's engaging for users. The idea was to create a back-end that's strong and reliable for the business needs while also making sure the front-end is user-friendly, allowing quick and easy content updates by the marketing team. This strategy was crucial for maintaining an up-to-date and effective website, ensuring that COREtec Floors remains a strong market player.

Our solutions

Kentico Xperience, specifically its 13th version utilizing MVC Core, appeared to be the perfect platform to meet these challenges. With Kentico 13, we've managed to upgrade to a modern tech stack, improved the website’s security, simplified scaling, and made maintenance efforts easier. For an improved front-end user experience, React with Server-Side Rendering was used.

By integrating Kentico Page Builder, we've freed up content editors and marketers to create original pages and layouts without requiring help from developers. With the new site, it’s now possible to create and innovate with a combination of 5 unique and 1 generic page template.


Features & Integrations:

  • Kentico with its built-in e-commerce system and an integrated custom e-commerce platform makes a great shopping experience possible.
  • Administration tools provide page builders, A/B testing, content personalization, widgets, adaptable content page layouts, and filters for Product Shelf pages, for a better user experience.
  • Cybersource makes all transactions secure as it offers a safe online payment environment that boosts customer trust.
  • AudioEye identifies and fixes issues with accessibility that disabled people usually face. This tool also makes the app compliant with ADA standards and WCAG guidelines.
  • OneTrust effectively deals with privacy and data protection concerns as it handles user consents and cookies, ensuring compliance with global privacy laws such as GDPR and CCPA. 
  • Genesys Chat elevates the customer service experience by enabling instant, real-time support reps' help.
  • Bazaarvoice allows customers to leave feedback directly on product pages.
  • SharpSpring is similar to a CRM system that tracks form submissions or newsletter sign-ups.
  • Roomvo offers a visualization tool that lets customers see how floors will look in their rooms.
  • Calendly makes scheduling with designers meetings easier and more intuitive.


Following a comprehensive upgrade of the COREtec Floors e-commerce website, we observed significant improvements across multiple metrics, demonstrating the success of the project in achieving its goals. The enhancements were strategically designed to modernize and streamline the site's administration, enhance its online presence, and ultimately improve the overall user experience. Here's a detailed look at the project's key deliverables:

  • Cost Reduction on Development Team: Implementing comprehensive administration tools for page building significantly cut down on the need for constant developer involvement, reducing costs and enabling the marketing team to manage content more efficiently.

  • Increased Traffic: Post-upgrade, the website witnessed a 23% increase in traffic, demonstrating improved visibility and engagement.

  • Higher Conversion Rates: A 34% increase in conversion rates indicates a more compelling user journey.

  • Enhanced User and Shopping Experience: The integration of modern technologies and tools has made the website more user-friendly, securing consumer trust in the COREtec Floors brand.

Thanks to its complete makeover, the COREtec Floors website now functions better and is much easier to find online. This made it possible for the content and marketing teams to react quickly and stay ahead of rivals on the internet. The website is now more secure and ready for future changes, such as adding user personalization. This was made possible by the new tech configuration. The website has become more user-friendly thanks to improved features and integrations, which facilitate purchasing and win consumer trust in the COREtec Floors brand.




Client location




Kentico Xperience


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