Mannington Unveils New Websites, Residential Rebranding

Mannington Mills’ residential business division has launched a new consumer-facing website.

“Being more relevant to the millennial and female consumer is our top priority,” says Mannington Residential president Zack Zehner. “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.”

Phenix Flooring has also developed a new consumer-facing website. The brand is part of the Mannington family of companies.

The new websites include a number of innovative experiences that aren’t currently offered within the flooring industry, says the company. This includes a ‘floor finder quiz’ that uses nearly 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,” says Mannington’s vice-president of residential marketing, Lori 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.”

Along with the new websites, Mannington Residential has completed its initial phase of a rebrand.

“We completed a number of rounds of research with retail sales associates, consumers and designers to ensure our branding is attractive and we are providing an experience for the consumer during their shopping journey that creates a bond with our brand,” says Keith.