Bed retailer Dreams has taken control of its digital transformation, opting to overhaul its stores and online purchasing experience with the help of e-commerce transformation experts Envoy Digital.
The company wanted to bring together its bricks and mortar presence with its online shopping experience, allowing customers to receive better service whether they buy online or in one of the company's 200 stores.
Dreams' legacy systems and processes weren't able to keep up with customer demands and so the retailer turned to Envoy Digital to smooth over the transition as much as possible.
"At the moment our business is very separate from customers operating with us online to a customer being looked after by our store teams," Mike Logue, CEO of Dreams said.
"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'."
The company integrated SAP's Hybris Commerce platform, enabling the online and offline customer journeys to be better aligned, not only offering customers a better experience whether buying in-store or online, but also offering key insights about the customer to staff. This information can then be used to help customers make better buying decisions.
"The omnichannel solution we are building for Dreams means customers will be able to start their buying journeys online or in-store and complete their purchase in any of those sales channels, even through multiple touchpoints," Branwell Moffat, Director of Commerce Consulting at Envoy Digital, said.
"Very few retailers, especially in the furniture industry, have created such an omnichannel solution. So, it's exciting to see how Dreams is really embracing this, in order to drive the business forwards and solidify their position as the leader in this field."
