Carpet Court, Case Study

Reinventing Retail Flooring with Carpet Court

When Carpet Court invited Morris Misel to speak at their national franchisee conference, they weren’t just seeking a keynote they wanted a wake-up call. With lived experience in the flooring industry dating back to his own family business, Morris didn’t just know the industry he understood its soul.

In his keynote and follow-on strategy sessions, Morris reframed Carpet Court’s purpose: not as flooring providers, but as storytellers of life’s moments. A child’s first crawl, a home’s first makeover, a family’s final renovation all played out on their floors. He pushed the brand to move beyond price and product into a deeper emotional narrative that honoured both legacy and innovation.

Morris introduced foresight around AR visualisation, personalised showroom journeys, and customer-driven storyboarding. He challenged franchisees to make showrooms less like warehouses and more like living galleries each display telling a story and inviting customers to picture their own.

Shift: From transactional floor sales to emotionally resonant retail experiences that blend tech and storytelling.

The result? Carpet Court began reimagining their in-store experience, piloted AR-based design tools, and aligned their customer language with moments, not metres deepening loyalty and creating a more meaningful retail presence in a highly competitive market.