;

Milliken

The Milliken page has loaded.

Milliken

Related Features

      grey tiled floor with modern brown couch

      Overview

      Milliken: Unifying multiple websites under one global brand experience

      Growing pains are a normal part of the process for even the most established companies as they expand and innovate. But with the right partnership, growing pains can turn into growing opportunities. 
       

      Milliken has been a leading manufacturer of flooring, textiles, chemical, and healthcare products for 150+ years. Despite their rich history and innovative advancements, Milliken faced significant challenges due to rapid growth fueled by new acquisitions and numerous product launches.  

      As a result, the company's digital presence had become fragmented, with 45 websites spread over more than five different platforms. This decentralization hindered new customers from efficiently finding the right products and taking the next step to contact a sales rep. Milliken recognized the need for a streamlined solution to enhance customers’ experiences and unify their online presence across their owned brands.  

      milliken phone mockup

      The Situation

      From fragmentation to unification for a stronger digital identity

      The new Milliken website experience needed to streamline the customer acquisition funnel and easily showcase the wide breadth of offerings across verticals, all while elevating and celebrating the Milliken brand. 

      The sheer number of websites and platforms for Milliken’s global brands created confusion for users navigating between digital destinations. This fragmentation led to customers encountering irrelevant products and information, detracting from the overall user experience.

      The Response

      Crafting the formula for greater connected customer experiences

      Reducing the proliferation of domains into a streamlined customer experience required a multi-phased approach.  

      First, Horizontal conducted stakeholder interviews and in-depth discovery sessions to align on an understanding of what barriers customers were experiencing across the entire user journey. After 50+ interviews across 10 different teams, the most critical content and functionality was identified—creating the best MVP roadmap and establishing a baseline for redesign. 

      Horizontal then set out to identify customer interaction patterns and audit usability issues to restructure their site’s components and enable new features (like product filtering and global search abilities). 

      • Through close collaboration with Milliken’s team, Horizontal: 
      • Created a digital experience that expresses Milliken’s brand story and values. 
      • Tied together their disparate brand sites under one main Sitecore platform. 
      • Centralized their asset repository across multiple domains to reduce maintenance costs and personalize content. 
      • Simplified the user experience for faster, easier interactions. 
      • Enhanced the site’s language translation, search capabilities, and multi-regional infrastructure for content delivery. 
      • Built a framework for tracking customer engagement across channels. 
      • Prepared the website for self-service and consistent lead nurturing.

      The new Milliken.com truly embodies our brand ethos, filling the space where mystery and science meet, all unified under a singular brand...

      Richard Freeman | Digital Lead for Milliken's Marketing Center of Excellence

      The Results

      Creating lifelong customer relationships through a revitalized site design

      Milliken envisioned their website as a tool to drive deeper customer interactions that lead to greater customer lifetime value.  

      Through the Sitecore migration and redesign, Horizontal made this vision a reality. We consolidated the client’s 12 disparate digital properties and migrated content from multiple systems—creating one seamless, user-friendly platform. This made it easier for customers to find the right products, improving retention, repurchases, and the ROI of customer relationships. 

      Their team saw significant improvements: increased returning site traffic, higher sales contact form completion rates, reduced bounce rate, and lower site maintenance costs. Reflecting their brand’s connection between curiosity and innovation, Milliken’s new website brings their trusted 150-year-old brand story to life and unifies their customers’ favorite products in one place.

      Promoted Content

      Work

      Re-imagining an iconic brand from the customer up Formica

      See More
      Formica

      Work

      Expanding ecomm capabilities to connect Alaskans

      See More
      GCI