Carpet One Reinvents How a National Retailer Manages Its Digital Presence
The Background
Carpet One Australia is one of Mettro’s longest-standing clients and one of our closest partnerships. Over many years, we’ve worked as an extension of their marketing team, helping shape the digital strategy of one of Australia’s leading flooring retailers and a member of the world’s largest flooring cooperative.
Originally, that meant building and managing a network of more than 50 individual store websites, supported by a content strategy designed to maximise each store’s local search presence. As the business evolved, so did its digital needs. The decision was made to consolidate the entire network into a single national platform, reducing complexity, lowering ongoing costs and creating a better experience for both customers and members.
The Challenge
Managing a large network of independent stores had delivered strong results for many years, but it also created significant overhead. Every design improvement, content update and technical enhancement had to be rolled out across multiple websites, increasing both complexity and ongoing maintenance costs.
The challenge was to rethink the entire digital ecosystem. Rather than simply rebuilding what already existed, we needed to create a platform that delivered a better customer experience, simplified content management and reduced ongoing costs, while continuing to support the unique needs of independently owned member stores.
Our Strategy
The best digital platforms aren’t built around software. They’re built around the people who use them.
This wasn’t approached as a website redesign. It was a complete rethink of how Carpet One’s digital ecosystem should operate. Built on GreyboxPro, the platform combines a streamlined national website with custom functionality developed specifically for Carpet One. We created a lightweight Product Gateway, allowing the team to manage their product catalogue without the cost and complexity of an enterprise product management system. Every feature was designed around the way Carpet One works, rather than forcing the business to adapt to bloated software.
Data also played a central role. Using Hitlist, we analysed customer demand to shape the site’s structure, navigation and content strategy. We worked closely with our AI search partner to implement a conversational search experience that helps customers find products and information more naturally, while MediaMate enabled us to create consistent AI imagery at a scale that would have been impractical through traditional photography. Custom interactive widgets completed the experience, creating a modern, engaging platform tailored to the needs of both customers and members.
The Results
Carpet One now has a digital platform that’s easier to manage, more flexible to evolve and better equipped to support both the national brand and its member stores.
The custom Product Gateway has simplified product management, conversational AI search has created a more intuitive customer experience, and the platform continues to evolve as new technologies and marketing initiatives emerge. More importantly, Carpet One now has a digital foundation that can adapt as the business changes, without the complexity and cost of constantly rebuilding.
Ready to Transform Your Digital Platform?
The best digital platforms don’t stand still. They evolve alongside the businesses they support, creating better experiences for customers while making life easier for the teams behind them. If your website has become more complex than it needs to be, we’d love to help you rethink what’s possible.
