The challenge
Shoppers browsing tile and hardwood online could not tell scale, texture, or how a product would look installed. Product pages were rich in specifications and thin on confidence, and sessions ended in saved carts rather than orders.
The digital experience team wanted real installations, real rooms, and real people on the page — without rebuilding the PDP template for every category.
The approach
Floor & Decor already had the answer in its stores: designers who walk a customer through scale, texture and pattern in person. Team put those designers online — recruited into the program, briefed by category, and filming the same walkthroughs they give in the Design Studio. Site published that library straight into product and category pages, with products tagged inside each clip so a shopper can add to cart without leaving the video.
Because designer video is tagged to SKUs, it also surfaces in on-site search results — a shopper searching "herringbone tile" meets a designer explaining the layout before they ever reach a spec sheet. Ecommerce integration keeps inventory and pricing in sync, and Track reports which videos, categories and designers produced engaged sessions and revenue.
“Creatable on site increases conversions.”
The designers are the content
Floor & Decor's designers produce a steady stream of walkthroughs, how-tos and room reveals. Rather than let that content live only on social, Team credits it to the designer who made it and Site places it where the purchase decision happens.
Designer video returns alongside products, so a broad query gets an answer instead of a filter panel.
Every SKU can show the same product installed, at scale, explained by someone who works with it daily.
The in-store consultation, available to every shopper — the associate clienteling play.
The results
Video-engaged sessions converted well above site average and lasted nearly three times as long, with the strongest lift on high-consideration categories.
- →5.9% on-site conversion rate for sessions that engaged with shoppable video.
- →2.7X time on site versus non-video sessions.
- →1.4M total views across product and category page placements.
- →4.1% social engagement rate on the same content distributed to social.