How The Wooden Floor Store Built a More Accurate Online Flooring Experience with roomWIZ

For The Wooden Floor Store, improving this part of the buying journey was a priority. As an established flooring retailer selling online and through showrooms across the UK and Ireland, The Wooden Floor Store wanted to give its customers a more accurate and consistent way to explore products digitally, from the product images they see on the website through to visualising a floor in their own room.

Working with roomWIZ, the business has created a new digital foundation for its flooring range based around three areas:

• Accurate texture scanning
• High-quality room visualisation
• Scalable content creation

Starting with an accurate digital representation of every floor

The Wooden Floor Store had a problem we see from many online retailers; inconsistent product images. The images below show the same floor being used in 4 different customer installations under different lighting conditions, making it extremely difficult for a customer to visualise what the floor will look like in their home.

When trying to recreate a floor digitally everything starts with the flooring texture itself. If the source texture is inaccurate, every image, visualisation or piece of marketing content created from it will also be inaccurate. roomWIZ digitally scanned 138 products from The Wooden Floor Store range, including:

• 62 hardwood floors
• 31 laminate floors
• 45 vinyl floors

Each product was professionally scanned and colour corrected to create an accurate digital representation of the physical flooring.

Rather than relying on product photography taken under different lighting conditions or images supplied from multiple sources, The Wooden Floor Store now has a consistent future proof digital reference for each product.

This becomes the foundation for everything else created through roomWIZ.

Helping customers see the floor in their own home

Once the textures had been created, the entire range was added to the roomWIZ Floor Visualiser. Customers can now upload a photograph of their own room, select a product from The Wooden Floor Store range and instantly replace the existing flooring in the image.

It means a customer no longer has to imagine how an individual product swatch will translate across an entire room. They can compare different colours, products and flooring types using a space they already know.

For The Wooden Floor Store, the quality of the visualisation itself was particularly important. The team had tested a number of flooring visualisation platforms before choosing roomWIZ and felt the visual quality produced by roomWIZ gave customers a more realistic representation of the finished floor.

The platform can also reproduce real-time floor reflections, helping more polished flooring products behave more naturally within the lighting of the customer's room.

The result is a visualiser designed to do more than simply change the colour of the floor. Its purpose is to give customers more information and confidence while they are deciding which products to consider.

Solving the flooring content problem

Accurately visualising products was only part of the challenge. Like many flooring retailers, The Wooden Floor Store also needed a large volume of lifestyle imagery and product content for its website.

Historically, much of this content relied on user-generated installation photography. While useful for showing real customer projects, UGC naturally varies enormously. Images are taken on different phones and cameras, under different lighting conditions and with different levels of processing. As a result, the colour of a floor in one photograph can look noticeably different from the same product in another.

Creating professional imagery for every SKU through conventional photography or CGI presents a different problem: producing hundreds of high-quality room images can take months.

Generative AI offers another possible route, but The Wooden Floor Store found that using general-purpose AI tools introduced its own challenges. The process could be time-consuming and unpredictable, with floors being generated in the wrong colour, scale or laying pattern.

The roomWIZ Content Studio was designed specifically to solve this problem. Because Content Studio uses the same colour-corrected flooring textures already created for the visualiser, the product itself remains at the centre of the image-generation process.

This allows The Wooden Floor Store to create realistic lifestyle imagery while retaining important product characteristics such as:

• flooring colour
• texture and surface appearance
• plank proportions and scale
• laying direction
• laying pattern

The result is marketing imagery that looks aspirational while remaining representative of the product being sold. The system is also able to generate top down laying pattern shots to show how the floor looks without any room around it. Another process which would have taken a lot of time previously.

More than 500 marketing quality images created in two days!!!

Once the flooring textures and visualiser had been set up, The Wooden Floor Store used Content Studio's batch creation tools to begin rebuilding the imagery across its website.

In just two days, more than 500 lifestyle images and product texture swatches were created. A project of this scale using traditional CGI or photography could previously have taken months to coordinate and produce. More importantly, every image could be built from the same accurate source texture.

That gives The Wooden Floor Store greater consistency across its website. A customer can view a product swatch, see the same product in lifestyle imagery and then place it into a photograph of their own room, with the same digital flooring texture underpinning each stage.

One source of truth for digital flooring content

The project demonstrates a broader challenge facing flooring manufacturers and retailers. As the amount of digital content required to sell a product increases, maintaining accuracy becomes harder.

Product photography may come from one source, lifestyle imagery from another, visualiser textures from another and social content from somewhere else entirely. Small inconsistencies at each stage can result in a product being represented differently depending on where the customer sees it.

The approach taken by The Wooden Floor Store is different. By starting with an accurate digital scan of the physical product, that texture can become a single source of truth used across the digital customer experience.

For The Wooden Floor Store, that now means:

• Accurate product textures that provide a reliable digital representation of the physical floor.
• Realistic room visualisation that allows customers to see products inside their own homes.
• Consistent marketing imagery created using the same underlying flooring data.
• Faster content creation that makes it practical to provide high-quality imagery across a much larger proportion of the product range.

The end result is not simply more content. It is a more useful and consistent online experience designed to help customers make better-informed flooring decisions.

For flooring retailers and manufacturers managing hundreds or thousands of products, that consistency is becoming increasingly important.

roomWIZ combines professional flooring texture scanning, room visualisation and Content Studio in one platform, allowing flooring brands and retailers to build their digital content around an accurate representation of the product itself.