Premium flooring from Parador turns any home into “the world’s most beautiful home”. Parador's product range includes premium engineered wood, laminate and vinyl flooring. Manufacturing exclusively in Germany and Austria, Parador values sustainable climate-neutral production highly. Parador's online presence consists of a corporate site with retailer shop integration and external editorials centered on the brand and design.
As market leader, Parador aims to pioneer the flooring segment by offering a digital springboard for retailers and by launching a website that equally presents the brand, editorial content and their products to best accompany customers during an extended buying process of up to three months. The existing site was to be dissolved and all content transferred to the new online shop.
Inspiration, information and pleasure are the key focus of the digital commerce strategy. Premium product presentation and exceptional storytelling aid the selection of the perfect flooring. Whether conversion takes place online or via a retailer is secondary. Most importantly, Parador serves as an innovative ecommerce lever for retailers offering editorial content on design, lifestyle, service and sustainability in addition to presenting it's product line.
SinnerSchrader Commerce provided the site concept and design and implemented the digital commerce platform with Shopware, extending the system with a CMS component. With a strong interest in design, information and technology, Parador’s audience was at the center of the site concept from the start. The result is a fully responsive shop in flat design with a progressive navigation concept.
Navigation and shop widget
Mobile first: the site’s off-canvas navigation runs across all devices. The tilt effect upon opening the site is a reference to Parador’s triangular brand element and creates spatial depth.
The "shop widget" serves as the central menu for all shop features and has been positioned like a stamp on all pages, allowing customers direct access to customer login, their shopping cart and wish list.
Service for Online Retailers
In February 2018, the analog and digital shopping worlds were merged with the online retailer service. This service brings the online shops of the participating retail partners together with the brand identity of Parador in order to benefit from the high coverage and content & commerce concept of parador.de.
Click & buy: Customers learning about a product are transferred directly to a partner's shop, where they start the purchasing process.
Click & collect: Customers leaning about a product can reserve it and pick it up at the retailer of their choice.
Parador’s corporate fonts were integrated as web fonts in order to maintain visual harmony across all media. Running text is especially legible thanks to the hyphenation engine hypher.
"Brand confidence is attained by an excellent brand and product experience paired with a sophisticated digital commerce concept. This is what distinguishes our new online presence."