How Innovative Floors Built a B2B and B2C Ecommerce Store with Lead Gen at Its Core

Innovative Floors is a trusted Canadian distributor offering a wide range of high-quality flooring solutions from porcelain tiles and slabs to luxury vinyl and hardwood. Their customers include everyone from architects and interior designers to homeowners and commercial project managers.

But they were missing a crucial piece: a central online hub that could handle both product discovery and lead generation. They needed an ecommerce experience that served B2C shoppers while also speaking to the needs of their B2B audience especially builders and design professionals. Their goal wasn’t just online sales. It was visibility, credibility, and lead capture.

Digital Domingo was brought on to build a flexible ecommerce store that could showcase Innovative Floors’ wide product range while supporting their service offering and lead gen strategy. We didn’t just build a site we created a platform that could convert across multiple customer types, with a tailored user experience for each.

B2B + B2C Shopify Store Build
We built a hybrid ecommerce store on Shopify that could support both direct online purchases and quote requests. The store was structured to let homeowners shop easily, while offering commercial clients the tools to explore, inquire, and start projects.

Clear Product Showcasing & Navigation
With a wide and varied catalogue, we focused on clean filtering, clear categorisation, and high-impact visuals. The result was a store that didn’t overwhelm but made browsing effortless for both retail and trade customers.

Service Highlighting & Trust Signals
Beyond just products, we made space for Innovative Floors’ service offerings installations, consultations, and trade programs.

SEO Strategy for High-Intent Traffic
We focused SEO around commercial search terms flooring solutions for developers, architects, and interior designers. This attracted qualified traffic with serious project intent, not just casual browsers.

Lead Generation Funnel
We structured the site to guide commercial prospects into lead capture forms with tailored messaging and strong calls to action. This created a steady stream of inbound opportunities from builders and design professionals.

Follow-On Ecommerce Strategy
With lead generation in place, we layered in online shopping flows enabling smaller orders, sample requests, and product enquiries directly from the site to serve the B2C market without compromising the trade experience.