Taking Tarkett from B2B to D2C with composable commerce
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Discovery for Tarkett
Tarkett's Discovery into Direct-to-Consumer (D2C) ecommerce
Tarkett Group is a leader in the flooring industry and sport surfaces industry, with over 140 years of experience, and works with other top flooring brands worldwide. With 34 industrial sites, 12,000 employees, and sales of 1.3 million square meters of flooring every day in more than 100 countries, Tarkett Group combines the strengths of global strategy with the hands-on expertise of local teams to manufacture and design products and services suited to local customer needs and trends.
Flooring the path to D2C success
Tarkett, a renowned flooring brand with a rich history, faced a challenge common to many B2B companies entering the digital era: exploring new business models and establishing a direct-to-consumer (D2C) ecommerce presence.
To move forward with confidence, Tarkett needed a clear understanding of the value proposition, customer journey, technical requirements, and potential risks of launching a D2C site.
With customer insight at the core of their transformation, they sought an experienced ecommerce and CMS implementation partner to provide both strategic guidance and technical expertise.
Building the roadmap
Vaimo proposed an agile and comprehensive discovery framework to address these challenges to define Tarkett’s D2C digital vision, goals, and strategic pillars.
By collaborating with a wide range of stakeholders from Tarkett’s organization, Vaimo conducted an in-depth analysis of the current delivery models, IT infrastructure, and end-customer needs.
“As the world becomes increasingly digitalized, our customer’s needs are evolving. Our vision is to be the easiest, most innovative, and most sustainable flooring and sports surfaces company to work with. Having a D2C approach was a clear step as we want to offer a best-in-class experience to all our clients.”
Vincent Petrognani
EMEA Digital Director at Tarkett
Project delivery
Based on the insights gathered, Vaimo and Tarkett co-created a vision, set goals, and defined a high-level roadmap for the D2C ecommerce solution. A system overview was developed to support the vision, and a gap analysis identified the areas that needed to be addressed for successful implementation.
Through this collaborative and data-driven approach, Tarkett acquired a deeper understanding of the value proposition for their customers, the customer journey, and the technical platform recommendations.
The comprehensive framework empowered Tarkett’s management to make an informed decision on investing in a D2C ecommerce solution, as they could see the alignment between customer needs, financial viability, and technical feasibility presented in the business case.
A foundation for success
By partnering with Vaimo and leveraging their expertise in strategy and implementation, Tarkett positioned itself for success in the digital era.
The pre-study laid the foundation for Tarkett’s digital transformation, enabling them to enhance their market reach, strengthen their value proposition, and effectively compete in the flooring industry’s evolving B2B and B2C landscape.
“We needed to partner with a company experienced in ecommerce that could leverage the project at a European scale and be able to work closely with each one of our countries. Vaimo was the fit to help us build the business case, considering our strategy without losing sight of our local customers’ feedback.”
Vincent Petrognani
EMEA Digital Director at Tarkett
The next steps
Once the pre-study had been conducted, Tarkett could make an informed decision about committing to the project, with a clear vision and expectations for project implementation cost and time frame. As a result of the alignment between Tarkett and Vaimo, the first pilot market site was launched within nine months of conceptualization. The site is built on composable architecture, supporting central federation and brand alignment. With the intention to build scalable composable commerce using a headless CMS, this approach allows for rapid expansion into new markets. It empowers local market teams to optimize the brand experience while leveraging central architecture for fast time-to-market.
Discover the Tarkett flooring online shop here.
All credits to Tarkett for photos and pictures.
“Entrepreneurship is part of Tarkett’s DNA, D2C is a new world to explore, and we have found in Vaimo a guide to start this journey. We also needed to find a partner to help us deliver the promise, find the right IT tools, and integrate them into our environment.”
Vincent Petrognani
EMEA Digital Director at Tarkett
Want to know more?
Reach out to Marko Rytkönen, Business Development Director, Nordics, directly at [email protected] or fill out the form below.
Tarkett composable commerce implementation
Taking Tarkett from B2B to D2C with composable commerce
Visit the siteThe challenge
Tarkett, a global leader in innovative flooring solutions, found themselves at a crossroads. Despite their strong position in the B2B market, they recognized the growing importance of having a direct relationship with consumers. Tarkett engaged Vaimo for a discovery phase that laid the strategic foundation for their digital transformation.
Vaimo’s process gave Tarkett confidence that they truly understood the business before recommending any technology. By thoroughly mapping needs and guiding them through the complexities of digital transformation, Vaimo demonstrated they were the right implementation partner.
The approach
Vaimo used agile methodology that focuses on collaboration and continuous improvement. The project began with an in-depth analysis and co-creations sessions to define Tarkett’s roadmap and keep focus on the goal: a consistent brand experience with unique customer requirements for each market.
The first pilot market site launched within just nine months of conceptualization. Following this initial success, Vaimo and Tarkett established a continuous development and optimization cycle, incorporating customer feedback and market learnings into each iteration.
The solution
Vaimo delivered a comprehensive D2C ecommerce solution built on modern composable architecture. At the heart of the implementation was a flexible and scalable platform designed to support Tarkett’s ambitious growth plans across European markets.
The solution centers around several key technologies:
○ commercetools provides a flexible ecommerce foundation
○ Contentful Headless CMS empowers Tarkett’s team to create visually appealing customer experiences
○ Alokai delivers a decoupled frontend experience optimized for performance
○ Zendesk enhances customer service capabilities
○ Akeneo PIM and ERP integrations ensure that product data flows seamlessly
Stronger customer connections
Tarkett now builds direct relationships with consumers, gaining insights that inform product development and personalize the customer experience.
Unified yet flexible brand presence
The platform ensures consistent branding across markets while supporting local customizations to meet regional needs.
Faster, smarter operations
With automated workflows and integrated systems, Tarkett accelerates product launches and adapts quickly to changing market demands.
“What sets Vaimo apart is their specialized expertise in digital commerce. They are true experts who understand all the different aspects of e-commerce, and they can help with so much more than just building a site.”
Elisabeth Jagevik
Digital and E-commerce Manager, Tarkett
Looking ahead
The Tarkett team was glad they picked Vaimo first—before diving into tech choices. Instead of jumping straight to solutions, Vaimo started by listening and digging into the real business challenges. That thoughtful approach laid the groundwork for a platform that genuinely supports Tarkett’s goals.
Now, as customer expectations keep shifting, Tarkett is ready. Their new digital experience meets customers wherever they are—showcasing the same quality and innovation that’s made them a flooring industry leader.
All credits to Tarkett for photos and video.
Want to know more?
Reach out to Marko Rytkönen, Business Development Director, Nordics, directly at [email protected] or fill out the form below.