In an industry traditionally defined by in-store experiences and tactile product interactions, Roomvo, a Leap Tools brand, has emerged as a transformative force bridging the digital and physical worlds of flooring retail. What began as a visualization software provider has evolved into a comprehensive platform serving manufacturers, retailers, designers and consumers throughout the entire purchase journey. 

Roomvo initially focused on creating custom visualization software for manufacturer websites, allowing visitors to see how products would look in real spaces. However, their business model experienced significant expansion approximately five years ago with the launch of the Roomvo Partner Program. 

This program marked a strategic pivot, enabling manufacturers like Mohawk to distribute their visualizer and product catalog to dealers, designers and other partners. The first product in this ecosystem was Roomvo Assistant—a free widget that retailers could add to their websites to display products from selected brands complete with visualization capabilities. 

From this foundation, Roomvo now serves more than 7,000 retailers globally, primarily in North America, and partners with more than 200 manufacturers. Their product suite has expanded to include embedded catalogs, industry-specific website builders, elite custom websites, digital marketing campaign management and comprehensive in-store solutions—all designed to help flooring retailers close the deal quicker.  

Partnership with Omnify Plus

Roomvo's exclusive partnership with Mohawk through the Omnify Plus program delivers full-service websites purpose-built for flooring retailers with custom designs that integrate Roomvo's product catalog and visualizer. 

These websites mirror the in-store experience with appealing visuals and clear calls-to-action, featuring user-friendly product catalogs that help customers research before visiting showrooms. A key differentiator is the automatic updating of dealer catalogs when manufacturers add or remove products, eliminating a major pain point for retailers who previously struggled to maintain current offerings across multiple brands. 

For products not in Roomvo's extensive catalog, retailers can take photos and create custom entries that sync across the online catalog, in-store kiosk, and Roomvo Pro for retail sales associate (RSA) system, ensuring a seamless experience regardless of inventory.

The custom websites are the cornerstone for all of Roomvo’s digital solutions and through Roomvo Sites can be designed and running in less than five minutes, according to Brandon Shidlowski, vice president of sales, Leap Tools.   

“Think about it like Shopify but specifically for the flooring industry, where you can go in and build your website from a series of templates,” he said. 

Roomvo offers custom websites as well that are aimed at larger retailers with multiple locations. These sites are built from the ground up, offering the dealer the opportunity to take their online presence to another level of differentiation. Roomvo’s new digital marketing campaigns are another avenue to drive more traffic to dealers’ custom websites with the capability to manage ad campaigns with Google, Meta and social media.  

Mohawk further supports dealers with advertising through its Edge Local Advertising (ELA) program, which enables any retailer with co-op dollars to participate at 50% of the monthly ad spend, according to Reid Waxman, director of dealer operations, Leap Tools. The program is ideal for retailers who are just beginning to navigate digital advertising, removing several barriers, as well as those who are well-versed. Initially, the program was only available to Omnify Plus retailers; however, it is now available to all Mohawk dealers.  

In-Store Tools 

Once customers make their way to the showroom, they are greeted by a 43-inch touchscreen kiosk where they can continue to explore the flooring products viewed on dealer sites.  

“The touchscreen display helps customers and RSAs work together to bring Mohawk products to life in the showroom as well as sample checkout tools and lead management tools in the event the customer is not ready to make a decision they want to go home with,” Shidlowski said.  

While embracing digital transformation, Roomvo recognizes the unique nature of flooring retail, where tactile experiences and expert guidance remain essential. Their kiosks and visualization tools aren't designed to replace RSAs but to enhance their capabilities—helping them close deals faster and upsell to higher-margin items. 

The Floor Finder Quiz, exclusively developed for Mohawk’s showroom support program, is a resource available on the in-store kiosk where customers run through a series of product-specific questions such as color and style preferences, lifestyle, performance needs, and whether or not there are pets in the home.  

The quiz distills the responses into a carousel of product selections from Mohawk, Karastan and Pergo. Customers can upload a photo from their home and view the products in their own space.  

“Being able to zero in on products that meet their criteria right off the bat will aid in the overall experience within the showroom and ultimately cut down on the sales cycle,” Waxman said.  

Another tool, Roomvo Pro for RSAs, consists of two core components: a lead management system that captures customer information for follow-ups while in the showroom and sample checkout with automated email communications. The sample checkout is designed to utilize a strategic three-email sequence with visualizer links and return reminders. For example, the first email highlights the customer’s information, the showroom’s information and the products that were checked out with links to the visualizer on the retailer’s website, keeping the customer connected to the dealer site.  

“It was created out of a need from our customers suggesting that they don’t have a great solution for handling samples in their showroom,” Waxman said. “For a lot of them, it’s pen and paper, but for even more, it’s this trust they have with their customers where they don’t take any information and let them walk out with the samples. The samples are incredibly important to the retailer to have in their showroom because you can’t sell a product that a customer can’t see.”  

In addition to remedying communication between retailer and customer, the sample checkout system ensures valuable samples return to the showroom floor. Missing samples can add up from a cost perspective. The system communicates with territory managers, alerting them which samples have been checked out and if they have been out for an extended period of time and need to be replenished. Roomvo has automated features in place for that as well. Future developments for the sample checkout emails include customizable marketing emails featuring product "romantic statements” or stories. This can be specific messaging that highlights the benefits and features of that respective product to help the customer move further down the buying process funnel.  

Streamlining Storytelling

To address the "broken telephone" problem in flooring retail—where product stories created by manufacturer marketing teams get diluted before reaching the end consumer, Roomvo’s solution enables sharing manufacturer marketing content directly with consumers through digital channels while maintaining the retailer's ownership of customer relationships. Automated emails include links to specific products in the visualizer and feature the "romantic statements" or stories crafted by manufacturer marketing teams but sent from the RSA's name. 

With the Roomvo kiosk, training is designed to ensure retailers know how to use the products and can show customers, and when to introduce the kiosk into the buying journey. Training for Roomvo Pro for RSAs teaches how to search for products, how to add it to the cart, how to create the lead, what the email format consists of, and how to accept a sample when it is returned.  

According to Waxman and Shidlowski, customers using Roomvo are five times more likely to convert (samples, purchases, appointments); website visitors using the platform spend two times longer on retail sites; over 80% of users upload photos of their own spaces, which is highly encouraged; and the average customer views 15 to 20 products per visualizer session. 

"The forward-thinking retailers, the ones that will win, are the ones that use technology to ease customer concerns and find interesting upsell opportunities," Shidlowski said.