New solution to furnish Dreams with enhanced omnichannel capabilities


Dreams, the specialist bed retailer, will revolutionise its omnichannel capabilities and digitally transform its store estate, thanks to the implementation of a new solution, delivered by commerce transformation specialists, Envoy Digital, part of the KPS Group.

Founded in 1985, Dreams is now the UK’s largest specialist bed retailer, selling 10,000 mattresses, bases and headboards each week through its 200-strong nationwide store estate and ecommerce platform.  Since its launch, the bed brand has proudly continued to manufacture all its products in the UK at its Dreams Bed Factory in Oldham.

Dreams recognised the need to integrate its sales channels to better meet the needs of customers at each stage of their buying journey, whether it was online or in-store - something its disparate legacy systems were no longer able to sufficiently deliver.

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 unified journey, affording Dreams a 360-degree view of the customer.  This will enable Dreams’ sales teams to drive enhanced interactions with its customers, while delivering shoppers more seamless omnichannel experiences, no matter which channel they engage with the brand in. 

Mike Logue, CEO of Dreams, commented: “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’.”

Logue continued: “This is a significant initiative for our business, and it’s important that we futureproof ourselves.  We all know the world – and retail – is changing at such a rapid rate, even without all the digital changes that are taking place, and we need to keep up with that.  The solution for us is all about the future – that Dreams is futureproofed for a number of years ahead.”

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, as Logue also 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.”

Branwell Moffat, Director of Commerce Consulting at Envoy Digital, said: “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.  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.”

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