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Remodeling for the Digital Future

Astound helps Floor & Decor lay the groundwork for successful site transformation

ecommerce experiences
designed to inspire
Best Digital
ecommerce experiences
designed to inspire
Best Digital


Founded in 2000, Floor & Decor is a high-growth multichannel specialty retailer of hard-surface flooring and related accessories serving both homeowners and professional contractors seeking high-quality products to reinvent any space. At the end of December 30, 2021, the company operated 160 large warehouse-format stores and 2 design studios across 33 states, and it aims to continue its store growth in the coming years.

Combining innovative ideas and new product technologies, Floor & Decor provides a broad assortment of premium in-stock products such as tile, wood, stone, and laminate to meet any flooring needs.

In addition, the company focuses on creating local retail experiences with assortments tailored to regional preferences and trends and also offers additional services, including seven-day storage, design services, DIY classes, and samples.

page speed improvement


Digital commerce has evolved into the fastest-growing channel for home remodeling components and materials, with the home improvement market predicted to exhibit a compound annual growth rate (CAGR) of more than 4.3 percent from 2021 to 2027, according to Global Market Insights.

To capture the momentum of the shifting digital landscape and stay ahead of competitors, Floor & Decor entrusted Astound in late 2019 with upgrading its legacy Site Genesis architecture and outdated design. The goal was to create best-in-class web and mobile shopping experiences to boost customer acquisition, conversion, and retention.

Following the discovery phase during which we collected and analyzed data surrounding project requirements—including consumer preferences, competitor analysis, key features and functionalities, leading technology solutions, and more—we concluded that a full site upgrade to the latest Salesforce Commerce Cloud Storefront Reference Architecture (SFRA) using a phased approach would help lay the foundation for Floor & Decor’s ecommerce goals.

The challenge: maintaining the company’s then-current site architecture while rebuilding the platform from the ground up.


Floor & Decor agreed on a gradual upgrade to the latest SFRA with a series of sprint releases, a unique approach aimed at minimizing business disruption.

To achieve a full site redesign and provide optimized shopping experiences across multiple channels, we built cutting-edge digital tools and leveraged third-party integrations, including:

  • Custom AR room and grout visualizers
  • Store locator (leverages Google Places API)
  • PayPal, payment gateway, and Klarna (direct and post-purchase payments)
  • Amplience CMS (managing and delivering high-performing content across multiple touchpoints)
  • Tealium (customer data orchestration)
  • Google Analytics
  • Dynamic Yield (product recommendations and personalizations using rich digital experience analytics)

Following a co-development model, Floor & Decor’s IT team and Astound’s Maintenance and Visualizer teams worked simultaneously on a series of releases, allowing Floor & Decor to capture the value of the upgrade and see steady improvement over time.

Together, the teams rebuilt the site piece by piece, paving the way for creating immersive and personalized shopping experiences that, in turn, foster lasting customer-brand relationships.

Increased conversion rate on both mobile and desktop websites

“The redesign and SFCC [Salesforce Commerce Cloud] upgrade of has provided a dramatic improvement in the customer experience by modernizing the design and improving site speed. We’ve also seen significant improvements in conversion in the new streamlined checkout, and our customer care team is receiving fewer questions and issues for the website. It has been a pleasure working with the Astound team, from the initial ideation workshop through launch and ongoing maintenance.”

—DJ Baker, Ecommerce Director, Floor & Decor


With a carefully curated digital strategy tailored to the unique needs of Floor & Decor customers, Astound helped modernize the company’s ecommerce capabilities, leading to an 8-to-10-second average page speed improvement and an improved conversion rate on both mobile and desktop websites.

Having access to cutting-edge technologies and relevant up-to-date information, customers are supported and empowered to make informed choices along their shopping journeys. Installation professionals are now able to save and share projects with their clients, use custom flooring calculators, track rewards, and adjust job delivery/curbside pickup options based on their needs. Homeowners can find inspiration from other customers, learn installation techniques, sign up for free design appointments, and even use Floor & Decor’s visualizer tool, which leverages AR to make products come to life in any space.

A testament to our steadfast commitment to empowering success through expertly designed ecommerce solutions, Floor & Decor claimed the 2022 Modern Retail Award for Best Digital Transformation for its partnership with Astound. Additionally, by demonstrating excellence in website design, we received a silver w3 Award from the Academy of Interactive and Visual Arts (AIVA) and a gold DotComm Award from the Association of Marketing and Communication Professionals (AMCP) for our work with Floor & Decor.



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