Wilsonart Launches New “Targeted” Consumer Website

Temple, TX, August 15, 2007--Wilsonart Flooring has just launched its new consumer website.

After spending more than two years researching who was buying Wilsonart Flooring products and why, the company’s marketing team developed a real-life profile of the typical Wilsonart Flooring consumer and has been catering to the married 36.2 year old mother of 2.1 children buying habits ever since.

“We named our consumer Kimberly,” said Tammy Weadock, Marketing Manager. “Giving her a name and really getting to understand the things that are important to her and her life helped us maintain a higher level of objectivity as we developed our marketing and advertising strategies. It’s not about what we think is important. It’s totally about what Kimberly wants and expects from us as a manufacturer.”

For example, while men are doing more household work today than ever before, Wilsonart Flooring’s consumer research revealed that women are still spending twice as much time on chores as men.

“On average, women like Kimberly spend 14 hours a week on household chores," Weadock said. " Since Kimberly is most likely to be employed outside the home, we know housekeeping’s a big issue for her and the low-maintenance aspect of our flooring products address this life issue in a very positive way.”

The website also presents practical decorating tips and ideas that anyone can use.

A consumer-centric driven marketing approach was the impetus behind Wilsonart Flooring’s 2007 consumer brochure as well as the new website. “It all works together to tell Kimberly a cohesive, comprehensive story,”  Weadock said. 

One of the new website features is the “Design Studio.” The interactive feature allows consumers to select from a variety of room types and then view any of Wilsonart Flooring’s 100+ designs in that setting.