About the client

As the distribution division of leading U.S. porcelain tile manufacturer Crossville, Inc., Crossville Studios provides porcelain tile, natural stone, glass, mosaics, porcelain countertops, and more at more than 23 locations across the nation.

In 2018, we worked with  Crossville, Inc., to transform their Crossville Tile brand website. With this project, we tackled the digital transformation of Crossville Studios, their distribution and in-store experience division.

The challenge

Crossville’s previous website was built on WordPress and had no proper way of managing tens of thousands of product data points. All their product information was being managed in different systems and multiple spreadsheets—with only one person with the full knowledge of getting the information displayed on the website.

In addition, Crossville had recently installed a new ERP. Upon audit, we found that the ERP data was extremely inconsistent with many duplicate data points, causing all sorts of issues internally and externally.

screens on multiple devices

Our approach

Digital transformation doesn’t happen overnight. It takes organizational support and diligent planning. We first conducted a customer segmentation study to understand every angle of Crossville Studios’ business. The result of that study was a three-year roadmap that outlined investments, trends, and action items.

Through the research we conducted (e.g., data analysis, stakeholder interviews, and customer surveys), we identified a huge priority: the new website must display accurate, clean marketing data. And the reliability of data across the organization was poor. The ERP data had hundreds of errors and duplicate data points. Searching for a single product could bring back multiple misspelled or incorrect products due to errors caused by manual entry. Before we could ingest their data into PIM, Crossville had to fix it.

Additionally, Crossville Studios customers expected to see the products that were available in their specific regions. So, we focused on getting enriched PIM data displayed properly across the site.  And we designed a new way for customers to experience Crossville Studios.


Confirming approach and path forward

Our data audits are informed by stakeholder interviews and documented business requirements. Through this process, we identified what product data needs to live on the site and which users need to have access. We asked Crossville to put together internal use cases to determine data must-haves, nice-to-haves, and items that could be executed post-launch.

The product data errors identified in the audit resulted in a data cleanliness score of 3 of 5. This score indicated that there was significant work needed to cleanse the data of errors—errors that could ultimately cost the company thousands of dollars if not resolved.


Prepping product data for launch

The results of the data audit and analysis further solidified our approach by including a new, more robust data model. The combined power of much-needed data cleansing and the approved data model allowed products to be represented all the way down to the individual SKU level.

It also made it simple and easy to manage product lines for Studios employees, increasing speed to market. We built one outbound connector from inriver PIM to Kentico Xperience DXP.

Final Result

We built a process where new products are seamlessly launched from inriver to Kentico. And when users visit the website, they’re now able to see available tile products down to the SKU level within their region, based on ZIP code.

Crossville Studios and its clients now have access to accurate, up-to-date product data, brochures, and imagery to ensure they are getting the right product for their project, big or small.

And not only is the website a single source of truth for product marketing data for all users, it is also a lead gen source for sales and marketing. The Crossville Studios site allows potential customers to contact the sales team to start new residential or commercial projects. It also directs customers to find a showroom near them if they prefer a more personal touch.



hours of efficiency gained per year


systems consolidated


source of truth for marketing data

“Our sales leaders gave a very warm reception to the new site. As much as it’s a sales enablement tool, it’s also a customer experience destination. This transformation delivers a cohesive brand and product experience that feels seamless. I’m proud of the work and the results of the project.”

Lindsey Waldrep

Vice President of Marketing at Crossville, Inc.

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