Flexsteel Unveils New MicroD Website

July 27, 2021  by Laurie Northington in Business Strategy, Industry   

Flexsteel has been an industry leader with its advancing product and approach to the retail channel and digital growth. The furnishings manufacturer aimed to reimagine its existing website to offer more capabilities and compelling content that connects its retailers and consumers for a superior website experience.

The new website hosts powerful new features that simplify the retail buyer’s product experience. Some of these notable new features include the intuitive product configurator for Flexsteel’s custom furniture line, easy-to-use room planner integrated into the operation of the website, a fully responsive website with versatile navigation to guide any buyer from any channel through the shopping journey.

“Our website is about providing inspiration, information and communicating our brand story to shoppers,” says Sharad Mathur, vice president of marketing at Flexsteel. “The robust digital tools we now provide are designed to lead site visitors to retail stores to complete their purchase, and to assist those stores in positioning and promoting our brand to their customers.”

All of the product data shown on the website is obtained from Flexsteel’s PIM through a fully automated process so that it is accurate and up-to-date. Superior search engine optimization greatly enhances brand visibility online.

“MicroD delivers the best product presentation experience within the home furnishings industry. They are very quick to respond to our requests,” said Flexsteel’s team. “They know our industry well and can anticipate many of our needs and offer insightful solutions as we grow the capabilities that we offer our retailers and consumers. MicroD supports many of our retailers, and as a result, the product presentation on our website can be leveraged by our dealers on their website so it is really a double benefit.”

Flexsteel’s new website is just the beginning of the industry leader’s vision. The website technology, powered by MicroD, leverages integrations with Flexsteel’s critical business systems and partners, eliminating the technology silos that produce bottlenecks and loss of profitability.

“MicroD’s OmniVue website platform is rich with features for a leading manufacturer like Flexsteel,” said Ronald Gordon, chief technology officer at MicroD. “This new website reflects the best of MicroD’s product navigation and presentation to showcase Flexsteel’s innovative vision, brand, and products. We are proud of the work our teams created together and its on-time delivery resulted in a successful branding launch for Flexsteel.”