The background
NOW Digital partnered with Armstrong Flooring to build a foundational website that would serve as the cornerstone of its digital commerce transformation. The project focused on creating a scalable, content-rich platform that could support future integrations, product expansion, and customer engagement.
The challenge
Armstrong Flooring’s previous digital presence did not fully capture the breadth of its product offerings or its leadership in sustainable manufacturing.
Key challenges included:
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Fragmented product presentation makes it difficult for users to explore flooring options by application or material.
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Limited content management capabilities, restricting marketing and product updates.
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No integration with digital tools such as visualisers, sample ordering, or product configurators.
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Lack of scalability to support future enhancements like eCommerce, CRM, and advanced search.
Armstrong Flooring needed a modern, flexible platform that could showcase its product innovation and support its long-term digital strategy.
The solution
NOW Digital delivered a custom-built website designed to elevate Armstrong Flooring’s digital presence and provide a seamless user experience. Key features included:
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Segmented product navigation: Users can explore flooring solutions by category (e.g., vinyl sheet, hybrid, laminate), application (e.g., healthcare, education), and design style (e.g., timber, concrete).
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Modular CMS architecture: Empowering Armstrong’s internal teams to manage content, launch campaigns, and update product listings with ease.
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Responsive design: Optimised for mobile and tablet use, supporting trade professionals and consumers across devices.
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Sustainability messaging: Highlighting Armstrong’s commitment to local manufacturing and environmental responsibility throughout the site.
The outcome
The new Armstrong Flooring website launched as a future-ready digital platform that reflects the brand’s values and supports its commercial goals. Early results include:
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Improved product discoverability through intuitive navigation and filtering.
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Enhanced brand perception with a clean, modern design aligned to Armstrong’s heritage and innovation.
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Operational efficiency via streamlined content workflows and product updates.
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Digital foundation for growth, enabling future integrations with Ecommerce, CRM, and marketing automation platforms.
Armstrong Flooring’s new website is more than a digital catalogue; it’s a strategic platform designed to support the company’s continued innovation and customer engagement. With a strong foundation in place, Armstrong Flooring can expand its digital capabilities, deepen relationships with specifiers and customers, and reinforce its leadership in sustainable flooring solutions.