The Cormar Carpet Company is one of the UK’s leading carpet manufacturers. Founded by Neville Cormack in 1956 - a pioneer of tufted carpet who was awarded an OBE in recognition for his services to the industry in 1987 - Cormar now have over 3,000 stockists across the UK. Their continued growth is embodied by the award of Best Carpet Manufacturer in 2018.
Following the success of our B2B Trade Portal - a system which enables independent carpet retailers to easily order Cormar’s carpets, track delivery of orders, pay invoices and order samples - Cormar approached us to design and develop a new B2C website. The previous website had become dated from a design perspective and was unresponsive across multiple devices and browsers. 70% of carpet consumers search online before visiting carpet retailers and, therefore, Cormar required a new website that effectively presented their carpet ranges. Furthermore, the new website needed to improve brand visibility, incorporate functionality to support key business and sales processes, and provide an engaging experience for users across all devices.
Considering the aesthetic nature of the product, we placed great importance on the look of the website, working in collaboration with Cormar during the design phase to create a clean and immersive digital journey. The new website is built on the Umbraco content management system (CMS). We created a set of design components with different layouts, combining text and media elements. These components can be grouped together and collated in any order, giving the client the flexibility to create unique landing pages. With Umbraco, the marketing team at Cormar now enjoy a high-level of autonomy over content on their website, enabling them to deliver an engaging digital experience.
Users can draw inspiration for their next carpet by visiting the Inspiration page - where ideas and suggestions are presented in distinct categories including Family-Friendly Carpets, Striped Carpets and Lounge Carpets - via a custom teaser component that we designed. Furthermore, Cormar present their expansive collection of carpet ranges via teaser blocks, helping users to choose the perfect carpet for their home...
Carpet samples are a big influencer in the decision-making process for people looking to buy new carpets. Consequently, the sampling process is critical for Cormar's sales opportunities. We implemented a custom basket system to facilitate this process where customers can add up to three carpet samples to their basket, simply by selecting “order sample”. The Umbraco CMS records details of prospective customers who have requested samples, enabling the marketing team to follow up with targeted email communications.
This tool enables prospective customers to find their nearest Cormar retailer via an integrated postcode lookup tool. Users enter a town, county or postcode and the system returns the 10 nearest retailers with key contact information, a clickable web address and a Google Maps preview. The team at Cormar can easily add new retailer records in the Umbraco CMS.
Blog articles are an important marketing initiative for Cormar. Customers can find carpet maintenance tips, and an insight into the world of interior design with imaginative décor ideas. Our design components allow the marketing team at Cormar to create engaging blog articles with interesting layouts, combining a mixture of text, images and call to actions. Furthermore, blog articles are a useful SEO tool that help drive organic traffic to the website.
The new website won Gold for Cormar in the Marketing category at The National Flooring Innovation Awards 2018. This excellent achievement rewards the collaborative effort of the Cormar and CSI Media teams and their originality, creativity, and dedication to the project.
We have had an overwhelmingly positive response to the new look of the site and the user interface. CSI Media are a brilliant company to work with, always friendly and efficient, and deliver on time and to budget. I highly recommend them.
Jason Steer, Marketing Manager, Cormar Carpet Company