Popular Dreams bed retailer to enhance customer experience with omnichannel services

Dreams, the specialist bed retailer, will switching up its omnichannel capabilities with the implementation of new software.

It is being delivered by commerce transformation specialists, Envoy Digital - part of the KPS Group.

Founded in 1985, Dreams sells 10,000 mattresses, bases and headboards each week through its 200-strong nationwide store estate and ecommerce platform.

Recently, Dreams has recognised the need to integrate its sales channels to meet customer needs at each stage of their buying journey, whether online or in-store.

The solution from Envoy Digital, which will be implemented via the SAP Hybris Commerce platform, brings together the siloed offline and online customer journeys into a single journey - which is said to give Dreams a 360-degree view of the customer.

Mike Logue, CEO of Dreams, said: “At the moment our business is very separate - from customers operating with us online to a customer being looked after by our store teams.

“The solution will totally change the way our business operates. A 360-degree view of the customer will enable us to follow that buying journey all the way through and allow for greater interaction for all our store teams with the customer.

“This means all of our 200 stores will turn into ‘digital stores’ and, instead of talking about online sales and offline sales, all our sales will become ‘digital sales’.”

After a 12-month selection process, Envoy Digital was chosen to deliver the solution and was selected for its extensive experience, not just in the omnichannel space but also in working with SAP Hybris as an SAP Gold Partner.

Logue explained: “Lots of people talk omnichannel, but Envoy Digital has actually done it.

“And, as we are working with a new platform, we wanted to work with someone who has worked with it, and understands all the opportunities and challenges it presents.

“But, most importantly for me and the management team is the passion Envoy Digital has shown for our business - it’s important to see a partner who is excited by a major initiative you are putting into the business.”