Beaulieu of America Engages Definition 6 for Complete Website Redesign to Support Company Growth and Innovation

February 7, 2011

ATLANTA, Feb. 7, 2011 /PRNewswire/ — Definition 6, a unified marketing agency, announced today that its website redesign project for Beaulieu of America, a leading carpet and flooring specialist, has launched at www.blissflooring.com. Offering new design solutions, including functionality enhancements, improved usability and interactivity, and a dealer locator tool, the innovative website serves as a carpet and interior design information resource for all its customers, specifically geared towards its female audience.

Beaulieu engaged Definition 6 to revitalize its previous outdated, non-engaging website, to promote its brand for Bliss Flooring, showcasing its feature-rich carpet product line. The new site is more interactive and better aligns with the company’s growth strategy, focusing in on the core demographic for its largest decision-makers on flooring – women. Definition 6 created a website that would simplify the buying process and empower its female customers with all the information needed to select the right product for her lifestyle, whether it’s with her kids, hosting a party or an evening of luxury. The new site content is rich, search engine friendly and provides Bliss’ target customer with valuable insights into the carpet and home design industry.

Definition 6 developed functionality not previously available including:

  • Carpet selection tools specific to function, room, lifestyle, in addition to color and texture
  • Interactive product support and guidance through “Ask a Bliss Expert”
  • Carpet comparison tool
  • Design and style center including “The Bliss Blog”, the Trend Hub and advice from the style editors
  • Dealer locator tool that allows customers to search for the dealer closest to their home or office

“We understand the high level of involvement and consideration in buying new carpet and the team at Definition 6 really captured both the emotional and functional considerations in a way that will truly add real value to our customers,” says Patricia Flavin, VP Marketing, Beaulieu of America. “We are extremely proud of our new site and enjoyed working with Definition 6 on this project.”

“To truly engage customers, Definition 6 utilized a more personalized, user-friendly design approach when creating the website,” said Stephen Boyd, Group Account Director, Definition 6.

“The storytelling, online videos were a perfect solution for the homepage to showcase the benefits and features of Bliss’ many products, important to its core female customer base. Bliss Flooring is a company dedicated to customer satisfaction and innovation and we strived to create a website that reinforced their customer-focused philosophy.”

As the third largest carpet manufacturer in the world, Beaulieu of America has a broad, deep product line designed to fit the needs of a variety of customers – both private and commercial. The improved website provides access to all four brands – Beaulieu, Bliss, Coronet and Hollytex – and feature product benefits and differentiators for each.


Beaulieu of America is the largest carpet-only producer in the world, employing over 5,500 associates in over 26 facilities. It is based in Dalton, Georgia and markets carpet branded Bliss by Beaulieu for the residential replacement market, Hollytex for main street commercial installations, Beaulieu Property Management Solutions for multi-family housing and Armstrong FashionSmart for new home construction.


Definition 6 is a Unified Marketing Agency that creates brand experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. Since 1997, Definition 6 has been helping clients redefine brand experiences by unifying the disciplines of marketing and technology.

With offices in Atlanta and New York, Definition 6 supports a fast-growing client base that includes The Coca-Cola Company, HBO, La Quinta Inns & Suites, Verifone, Cox Enterprises, Nickelodeon, Mitsubishi and Cinnabon. For more information on Definition 6′s Unified Marketing Services, or to learn more about the agency’s award-winning work, please visit http://www.definition6.com.

SOURCE Definition 6

Source: newswire

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