CASE STUDY

Excess Flooring

We developed a comprehensive ecommerce and service platform for Excess Flooring including website design, development, ecommerce functionality, and local SEO. The task involved driving both product sales and installation bookings while establishing the company as the region's flooring specialists offering complete solutions from selection through professional installation.

Description

AREA

Ontario

INDUSTRY

Flooring Retail & Installation

INVOLVEMENT

Website Design, Web Development, Ecommerce, Local SEO

THE BRIEF

A comprehensive platform for flooring products and installation services.

Excess Flooring provides flooring materials and professional installation services across hardwood, laminate, vinyl, tile, and carpet categories. The objective was to drive both product sales and installation bookings while establishing the company as the region’s flooring specialists offering superior value through combined product-service expertise.

The Challenge

Flooring retailers face intense competition from big-box stores with massive marketing budgets and online-only retailers offering low prices without service. Excess Flooring needed to differentiate through expertise and full-service offerings that justify premium positioning.

Key challenges included:

Competing with large retail chains (Home Depot, Lowe's) with vast product selection and advertising reach
Product selection requiring effective presentation across thousands of SKUs and options
Balancing product sales and installation services with different margin structures and sales processes
Educating customers on flooring options in confusing category with technical specifications
Converting browsers to consultations overcoming price-comparison shopping behavior
Building trust for significant home investments where installation quality determines satisfaction
Online-only competitors offering lower prices without showroom or service
Installation quality perception overcoming concerns about contractor reliability
Material selection anxiety with customers unsure of best choices for needs
Long sales cycles as customers research extensively before major purchases

The Solution We Implemented

Ecommerce + Service Website

Product catalog with categories and filters enabling easy navigation across flooring types and styles
Installation service information clearly presented alongside product offerings
Free consultation booking reducing friction for estimate and design assistance
Project gallery and case studies showcasing completed installations across home types
Educational content library addressing selection criteria, maintenance, and benefits
Mobile-responsive shopping experience for research and comparison on any device
Room visualizer tools helping customers envision flooring in their spaces
Sample ordering allowing at-home material evaluation before commitment
Live chat support answering questions during browsing and selection

Flooring Specialist SEO

Product category optimization for hardwood, laminate, vinyl, tile searches with local modifiers
Installation service content targeting "flooring installation [city]" searches
Educational guides and comparisons ranking for informational flooring research queries
Local SEO for showroom traffic driving visits for material viewing and consultation
Room-specific content (kitchen flooring, bathroom flooring, basement) matching search intent
Problem-solution content addressing common flooring issues and replacement triggers
Material comparison guides helping customers evaluate options objectively
Brand-specific content for premium product lines carried in showroom

Full-Service Positioning

Expert consultation services included with every project regardless of size
Professional installation by certified installers rather than subcontracted labor
Product-installation packages bundling materials and labor for convenience and value
Warranty and support covering both materials and installation workmanship
Free in-home measurement ensuring accurate material estimates
Design assistance helping customers select styles coordinating with interiors
Post-installation support addressing any concerns or maintenance questions

The Unique Approach

1. Expertise Emphasis

Positioning knowledge as competitive advantage:

Flooring selection guidance based on room use, traffic, moisture, and aesthetics
Material comparison content objectively evaluating options for different situations
Installation best practices explaining why proper installation determines longevity
Product demonstrations in showroom showing differences in quality levels
Custom recommendations based on customer lifestyle, budget, and preferences
Long-term cost analysis comparing lifetime value vs. upfront cost
Manufacturer relationships providing access to premium lines and technical support

2. Full-Service Advantage

Creating convenience through integration:

Product selection through installation coordinating entire process with single provider
Coordinated project management handling subfloor prep, installation, finishing
Quality assurance throughout maintaining standards from purchase to completion
Single-source accountability simplifying customer experience and problem resolution
Warranty simplification covering both materials and labor comprehensively
Timeline reliability controlling schedule without coordinating multiple vendors
Budget clarity providing complete project cost upfront without surprises

3. Value Beyond Price

Competing on total value rather than lowest cost:

Quality material selection emphasizing durability and performance over budget options
Professional installation included highlighting value of expert vs. DIY or cheap labor
Long-term performance focus positioning investment in quality as cost-effective choice
Warranty value demonstrating peace of mind and protection of investment
Customer service emphasis showing support beyond transaction completion
Satisfaction guarantee backing quality commitment with recourse
Showroom experience providing value through in-person consultation and viewing

4. Education-Driven Sales

Building informed, confident buyers:

Flooring selection guides helping customers understand options systematically
Room suitability information explaining appropriate materials for different spaces
Maintenance requirements setting realistic expectations for care and longevity
Installation process education demystifying what customers should expect
Budget planning tools helping customers make informed financial decisions
Trend insights showing current styles while respecting timeless design
Material technology explaining innovations in flooring products and performance

Results & Impact

Increased consultation bookings by 65% through improved online presence and booking system
Grew installation service revenue by 55% as percentage of total business
Improved product-service package sales representing 70% of projects (up from 45%)
Established flooring specialist position with strong local market recognition
Built sustainable dual-revenue business reducing dependence on product margin alone
Achieved $1.8M annual revenue with significant digital marketing contribution
Expanded showroom traffic by 40% through local SEO and online engagement
Increased average project value from $4,200 to $7,800 through consultation-driven upselling
Developed designer and contractor relationships generating B2B installation opportunities
Maintained 92% customer satisfaction rating reflected in reviews and referrals

Final Takeaway

Excess Flooring demonstrates how specialty retailers can compete against big-box and online competitors through full-service positioning, expertise emphasis, and education-driven sales that create value beyond product price, building customer relationships and justifying premium positioning.

What Do Our Client Say About Us?

" We needed to drive both product sales and installation bookings, and Volts Studio delivered a platform that does both seamlessly. The consultation booking system has been particularly valuable, turning browsers into qualified leads. Sales have grown consistently since launch. "

Richard Campbell, Owner