Refloor – Enhancing Customer Scheduling with an Intelligent Estimation Platform

Refloor is one of the fastest-growing flooring installation companies in the United States, headquartered in Troy, Michigan. Specializing in luxury vinyl plank (LVP), hardwood, and laminate flooring, Refloor delivers high-quality solutions with a lifetime guarantee and next-day installation promise. The company focuses on making home flooring simple, fast, and customer-friendly, combining craftsmanship with technology to enhance customer experience.

As Refloor expanded its reach across multiple states, it experienced challenges managing leads generated through various digital marketing channels including Google Ads, Meta Ads, and referral partners. The company needed a centralized system to streamline customer appointment scheduling for in-home flooring estimations and integrate these leads with its internal CRM workflow.

Key challenges included:
- Need for a unified online scheduling platform for end customers.
- Lack of tracking between ad channels and lead conversions.
- Requirement for integration with existing middleware (i360) and Salesforce CRM.
- Limited visibility into real-time appointment data and attribution tracking.

MRANK designed and developed a custom Scheduler Application to automate appointment booking and tracking. The solution enabled customers to book flooring estimations directly from the website while seamlessly routing data through i360 middleware to Salesforce CRM.

Key Objectives:
1. Simplify the booking process for end customers.
2. Enable source tracking for every lead and appointment.
3. Provide API-based communication with i360 and Salesforce.
4. Deliver a responsive and intuitive user experience using React.js.

The Scheduler Application was built as a modern, API-driven solution using React.js on the frontend and open REST APIs via middleware communication.

Frontend:
- Developed using React.js for performance and responsiveness.
- Optimized for both mobile and desktop browsers.
- Integrated dynamic validation and form auto-fill for a smooth booking flow.

Integration Layer:
- Built Open APIs to communicate with i360 middleware.
- Each booking triggers an API call to i360, which forwards data to Salesforce.
- Captured UTM parameters to identify referral sources (Google Ads, Facebook Ads, etc.).

Middleware & CRM:
- i360 acts as a processing layer validating and enriching scheduling data.
- Salesforce stores and manages lead details, appointment data, and performance analytics.

Frontend: React.js
Backend APIs: Node.js / Open REST APIs
Middleware Integration: i360 API Gateway
CRM: Salesforce
Tracking & Analytics: Google Analytics, UTM Tracking
Hosting: AWS Cloud
Development Methodology: Agile (Scrum-based delivery model)

- 100% visibility into lead source attribution (Google Ads, Facebook, referrals).
- Real-time synchronization between customer bookings and Salesforce.
- Improved lead response times through instant notifications.
- Increased appointment booking efficiency and accuracy.
- Enhanced ad performance tracking leading to optimized marketing spend.
- Better user satisfaction with a simplified, transparent booking experience.

Through MRANK’s expertise in React.js and API-driven integration, Refloor successfully deployed a unified Scheduler Application that connected marketing, sales, and operations seamlessly. The platform improved customer engagement, enhanced operational transparency, and empowered Refloor to track campaign ROI with precision.