Improving PDP Engagement at Engineered Floors with 360° Views

Customer

Engineered Floors (EF) is one of the largest flooring manufacturers in the United States, producing a broad range of residential and commercial carpet and hard-surface products. EF operates a content-rich website where product discovery and PDP engagement are critical upstream signals for sales.

The Challenge

Flooring is one of the most difficult product categories to evaluate online. A product image shows texture and color — but it tells a shopper almost nothing about how a floor will actually feel and look across a full room. This ambiguity is a core driver of PDP bounce and low product selection rates.

Engineered Floors' marketing team identified a consistent problem: shoppers were landing on product detail pages, browsing briefly, and leaving without engaging deeply. The flat product photography — while high quality — wasn't giving shoppers enough context to feel confident about a product's real-world appearance.

• Shoppers couldn't visualize scale — how a tile or plank would look wall-to-wall
• Color and texture perception from a swatch differed significantly from a full-room install
• High-intent visitors were dropping off PDPs before reaching the “request sample” or “find a dealer” stage
• The EF catalog included a large number of visually similar SKUs, making differentiation difficult through flat imagery alone

The Solution: 360° Room Views by Rara AI

Rara AI integrated 360° room visualizations directly into Engineered Floors' product detail pages. Instead of a static swatch or a flat lifestyle photo, each PDP now featured an immersive, pannable room view — showing the exact flooring product installed across a realistic room environment.

Key features of the implementation:

• 360° room renders rendered on-page with no external app or redirect required
• Multiple room environments (living room, bedroom, commercial) available per SKU
• Consistent rendering quality across EF's full catalog
• Mobile-optimized pan and zoom for shopper use on any device
• Minimal integration effort — deployed without restructuring existing PDP templates

The result was a fundamentally different PDP experience: one where shoppers could evaluate a product in context rather than in isolation.

The Impact

Why It Worked

The fundamental insight behind this project is simple: flooring is a spatial product. Shoppers don't buy a plank — they buy a floor. Any tool that helps them bridge the gap between product and space will directly reduce uncertainty and increase the likelihood of a purchase action.

By embedding 360° views natively in PDPs, Engineered Floors gave shoppers the spatial context they were missing — without requiring them to leave the page, download an app, or engage with a separate visualizer tool. The friction was zero; the confidence gain was measurable.