Digital Transformation for a Multi-Location Tile Retailer

Tile Mart is a 40-year-old tile and flooring retailer with 7+ locations across Victoria and Tasmania — Tottenham, Grovedale, Tasmania, Bendigo, Warragul, Horsham, and Stawell.

When I joined as Chief Digital Officer, the business needed a complete digital overhaul:

• Fragmented operations across multiple physical locations with no unified digital system
• Manual processes for inventory, quoting, and order management
• An outdated web presence that didn't reflect the scale or quality of the business
• No digital trade portal for B2B wholesale customers
• Staff relying on phone and paper for tasks that could be streamlined with software

This wasn't a freelance project — I took on the CDO role to lead the transformation from the inside.

Unified Digital Presence Tile Mart now has a modern e-commerce site serving both retail and trade customers, with practical tools that help customers calculate exactly what they need before visiting a showroom.

Streamlined Multi-Location Operations Custom internal tooling connects 7+ locations with a unified platform, replacing fragmented manual processes with purpose-built software.

Trade Portal B2B customers now have a dedicated wholesale portal — a capability that previously required phone calls and manual quoting.

Custom Tooling at Scale Over 33,000 lines of custom code across multiple services means Tile Mart has tooling built specifically for their workflows, not shoehorned into off-the-shelf software.