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Wear-Dated® Website Leverages Social Web

New Web site reflects ‘By The Foot’ and introduces new features

KENNESAW, Ga. – Recognizing that consumers start the carpet purchase process online, Wear-Dated® has launched a new and improved Wear-Dated Web site to leverage the social web and reflect its award-winning By The Foot marketing campaign.

Wear-Dated’s By The Foot marketing, a quirky look at carpet from a foot’s perspective, introduces visitors to the new Web site. Colorful, witty and fun, the Web site is built around three directives: interact, share and assist. It speaks directly to homeowners and carpet lovers, as well as first-time carpet buyers. When visitors enter the site, they can check out a series of featured carpets, immerse themselves in useful information on carpets and carpet fiber, or learn how best to care for their home’s carpet investment. On each page of the site, they can print, email, or share information with friends via social Web sites like Technorati, and StumbleUpon!.

“We’ve designed the new Web site with customers in mind. The primary carpet consumer is a woman who not only values relevant information from a brand, but also appreciates being spoken to on her terms,” says Marianne Cone, director Wear-Dated marketing. “That was our original premise in developing the By The Foot campaign, and what we pursued with the new Wear-Dated Web site, which now has the look, feel, quirkiness and relevant content to educate about the carpet category and the beauty, comfort and durability of Wear-Dated carpet fiber.”

The new Wear-Dated Web site is easy to navigate. It enhances many of the previous Web site’s most popular features – the room viewer, for example, makes carpet the star. It also has added new tools, such as a Google maps feature on the retailer locator. The content is searchable, written in terms relevant to a consumer, and can be easily updated. “As we develop new content on installation or new carpet style trends, we can immediately add it to the Web site, improving quality and relevance,” says Christine Whittemore, director, in-store innovation.

Other features include carpet ratings and reviews, retailer ratings and reviews, a formal and expanded newsroom [subscribable via email or RSS - really simple syndication], carpet contests, and a design a room function. Additionally, visitors can use an advanced search feature, explore the year’s carpet colors, page through a carpet catalog, and receive recommendations from the online sales assistant.

“The Web site’s best feature is that it makes interaction possible between consumers, retailers and carpet lovers,” says Ramona Swain, marketing manager and web mistress. “Everyone can comment and contribute to the content on this site. Have a favorite carpet? Tell the world at WearDated.com.”

For blog information from Flooring The Consumer click here. For blog information from The Carpetology Blog click here.