Bridging the Gap Between Online Shoppers and In-Store Sales: How Nourison Home Built a Seamless Path to Retail
Nourison Home is a global leader in floor coverings and home accents, supplying a wide range of retailers worldwide. While primarily operating B2B, their website was attracting significant consumer traffic, with visitors ready to buy but lacking a seamless path to purchase.
Nourison Home, a global leader in floor coverings and home accents, operates primarily in the B2B space, supplying a wide range of retailers. However, its website was attracting significant consumer traffic, with potential customers ready to purchase but with no easy way to find or buy the products they were interested in.
The business needed a solution that could direct shoppers to both online and brick-and-mortar retail partners without creating friction. This required full integration with Nourison Home’s existing product information management system, Salsify, and the flexibility to maintain brand consistency across every consumer touchpoint.
After reviewing alternatives, Nourison Home selected ChannelSight’s Where to Buy platform for its quick integration, high level of customization and reliable support.
With the syncing of product data, the Where to Buy solution made it possible for product availability and listings could be kept up to date across all retailers. Product pages were enhanced with Buy Now buttons linked to approved eCommerce partners and a branded Store Locator that directed visitors to nearby physical retailers.
By embedding this functionality directly into the site, Nourison Home created a cohesive buying journey that catered to the preferences of both online shoppers and in-store buyers. The flexibility of the platform also allowed the team to adapt the design and business rules to their specific needs, ensuring a consistent and on-brand experience.
The introduction of ChannelSight’s tools transformed Nourison Home’s website into a true conversion driver. Consumers could now go from product discovery to purchase in just a few clicks, whether buying online or in-store.
This resulted in a 98% increase YoY for unique clicks, a 20% conversion rate for Amazon and a 10% conversion rate for Walmart, putting Nourison Home well above the 4-5% conversion industry average.
For retail partners, the benefits were equally clear. The new path-to-purchase funneled qualified traffic directly to authorized retailers, strengthening partnerships and supporting mutual sales growth. The platform also provided Nourison Home with valuable insights into shopper behavior, including which retail channels consumers preferred, allowing for more informed marketing and distribution decisions.
The Nourism team noted the ease of use, minimal development overhead and the collaborative approach from ChannelSight, including implementing product improvements based on Nourison Home’s feedback.
“I would recommend ChannelSight to other companies looking at a similar solution. The integration is very straightforward. The support team has been really helpful and quick to resolve our issues,” Al Pascale, Director of Digital Products at Nourison Home, said. “And the customization is nice as well.”
Building on this foundation, Nourison Home is developing a Featured Retailer program with ChannelSight. This initiative will spotlight high-performing partners in the Where to Buy experience, giving them greater visibility to consumers.
Retailers that meet criteria will be highlighted in a tiered system based on performance.
“This will be a long‑term, evolving feature, but ultimately it will help us elevate key retail partners and drive more qualified traffic to them,” Pascale said.
The program will be rolled out in phases, starting with an initial list to build the technical infrastructure before expanding dynamically over time.
This next step reflects Nourison Home’s long-term vision to use its digital presence not just to connect with consumers, but to actively strengthen and reward its retail network.
