Developing a location-aware Craft Commerce site with dynamic filtering to support an evolving digital strategy.
Metroflor is a part of a privately-owned global organization manufacturing floor coverings solutions. The company wanted to redevelop their U.S. website to enhance their reach and clientele and provide effective and efficient results based on their clients’ requirements and location.
While the client didn’t require online ordering just yet, it did want the full product discovery experience that’s typical of eCommerce sites and the ability to switch on online ordering in the future. They also needed to have content and product personalization based on ZIP code and customer type.
We built a custom ZIP code filtering system that controls what content and products are displayed across the site, ensuring that users only see what is relevant to their region.
Custom product filters were created on the listing pages, adapting in real time based on location, user type, and selected attributes. Filters also dynamically update based on product availability, offering a tailored and efficient browsing experience.
The site allows visitors to order free product samples based on their ZIP code. We also built custom order notifications to keep users and the Metroflor team informed at every step.
Due to the complexity of the filtering logic and volume of data, we performed extensive backend optimizations to ensure the site remained fast and responsive across all pages and interactions.
The new Metroflor website delivers a highly customized user experience that adapts to each visitor’s location and needs. Built on Craft CMS and Craft Commerce, it gives Metroflor the flexibility to expand into eCommerce when ready, while already providing a high-performing platform to showcase products, drive engagement, and connect with customers.
With a modular backend and advanced front-end logic, the site now supports deeper personalization, more accurate product discovery, and a smoother user journey from start to sample request.
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