Temple, Tex.—A consumer-centric driven marketing approach is the emphasis of Wilsonart’s new Web site, www.wilsonartflooring.com. After extensive consumer research, the company revamped its site to cater to its average customer, who it dubbed Kimberly—a 36.2-year-old mother of 2.1 children who spends approximately 14 hours a week doing household chores. “It’s not about what we think is important,” said Tammy Weadock, marketing manager. “It’s totally about what Kimberly wants and expects from us as a laminate manufacturer.”

The site combines the durability aspect of Wilsonart flooring with style-driven decorating tips for the practical and fashion-conscious customer, Weadock noted. One of the site’s features is Design Studio, an interactive program that provides users with a variety of room settings in which to view Wilsonart’s 100-plus designs. “It’s a great reference tool for consumers to visualize how different flooring designs affect the overall look and feel of a room.”

For more, call 800.710.8846.