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Daltile, AO enhance virtual experience

New web catalogs, websites unveiled

Oct. 7/14 2013; Volume 27/number 12

By Louis Iannaco

Screen Shot 2013-10-15 at 11.21.42 AMDallas—The customer journey from desire to research to purchase is rapidly changing, and Daltile is at the forefront in developing digital solutions to make that journey easier—and more rewarding—than ever before through the launch of its first virtual web catalog. This online platform is an interactive version of the physical catalog customers have used for more than 15 years.

The virtual catalog is the latest addition to the company’s expanding suite of digital tools, including the recent relaunch of, that provide consumers with easily accessible information for tile and natural stone projects of any scale.

At the same time, the American Olean brand also debuted its first virtual web catalog as well as relaunched

“Today’s consumer has high expectations about design, building and remodeling thanks to an abundance of information available through the web and social media,” said David Warren, digital marketing manager, Daltile. “Our virtual web catalog is the latest addition to Daltile’s suite of online resources, ensuring our customers are as informed and confident as possible during that product selection process.”

The catalog’s features include:

•On demand access: The digital format allows customers to quickly browse Daltile’s suite of products thanks to a searchable interface and interactive table of contents.

•Multiple versions: Three versions of the Daltile virtual catalogs are currently available, including the 2013 full product catalog, the 2013 new product catalog and 2013 dimensional stone catalog.

•Downloadable for anytime access: All catalogs can be downloaded to the user’s desktop for ongoing reference and use when disconnected from the Internet.

•Customizable PDF option: Users can select, download and print pages based on their specific needs.

•Social sharing tools: Consumers can share design inspiration with others from the catalog via email, Facebook, Twitter or LinkedIn.

For those on the go, the virtual catalog is also available in an app compatible with Android and Apple devices. Users can download and reference the complete set of interactive catalogs on their devices, even while disconnected from the Internet. The iOS virtual catalog app is available for download on iTunes and Google Play.

From the virtual catalog, users can navigate directly to with enhanced features that successfully achieve simplified navigation, easier access to information and even greater design inspiration for users. These features were a direct response to the findings of a usability study that revealed a need for simplified browsing and enhanced functionality. The proof of Daltile’s success is in the numbers.

In five short months, the company has seen a “24% increase in overall website traffic and page engagement, a 48% reduction in home page bounce rates, and an average of 372,000 unique visitors per month,” Warren said. “Together with the virtual catalog, the website is sure to empower Daltile’s customers to design with confidence like never before.”

American Olean has also debuted its first-ever virtual catalog. An interactive interpretation of American Olean’s familiar printed catalog, the platform utilizes features that let customers explore and interactScreen Shot 2013-10-15 at 11.23.30 AM with the brand’s palette of products. Together with the re-launch of the brand’s website,, the virtual catalog reflects American Olean’s commitment to its customers’ product selection needs through enhanced resources, easy information access, greater efficiency and real-time design support.

“We’re constantly re-evaluating our customers’ online shopping experience and applying the enhancements they need to complete their projects successfully,” said Warren. “Our research indicates design products like tile and stone are commonly researched online prior to purchase, and we’re confident our virtual catalog and enhanced website will help our customers bridge the gap between browsing to purchasing.”

Through the catalog’s easy-to-use digital format, similar to Daltile’s, consumers can quickly browse an entire suite of products thanks to a searchable interface and interactive table of contents. The catalog also features an option to create a customizable PDF version based on the specific content users need. Also featured are the social sharing tools integrated within the application. Users have the ability to share their own design inspiration from the catalog via email, Facebook, Twitter or Instagram.

American Olean’s virtual catalog is compatible with Android and Apple devices. Consumers can have a complete library of all American Olean products at their fingertips with the iOS App available for download on iTunes and Android App available for download on Google Play.

From the catalog, users can also navigate directly to the newly relaunched American Olean website for additional product information and dealer locations. Highlights of the site include an enhanced design, a new home page and navigation tools featuring new look dropdown menus, a revised location finder which prompts visitors to share what type of customer they are, and a new product search system which models a Google-style auto population and returns exact matches to the search terms. “This is a major improvement for American Olean customers looking for an individual tile as the previous site only offered product lines in groups,” Warren concluded.