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Dreams: A new customer journey for the leading furniture retailer



Facts & Figures

  • Dreams is the UK’s number one specialist bed retailer and manufacturer
  • Dreams manufactures and ships up to 10,000 mattresses, bases and headboards per week from its factory in Oldbury, West Midlands
  • Its website attracts over 18.5m visitors a year
  • 1,900 empoyees
  • 196 stores nationwide
  • www.dreams.co.uk


  • To become the ‘authority on sleep’, Dreams aimed to meet customers’ growing expectations for an omnichannel proposition
  • With the new system implementation and content, Dreams aimed to break down the sales-channel silos and change the internal organisational language


  • Evidence-mapped ideal user journey plotting, enabled by the new SAP Commerce platform
  • Intelligent and easily managed content
  • Fully visual interactive bed builder (digital assisted sale)
  • Seamless link to the in-store experience (at any point in the journey)
  • Digital capture for every touchpoint of a customer’s journey, both on and offline – allowing greater opportunity to iron out issues and raise conversion rates than ever before
  • A 360-degree view of the customer and a more enhanced, joined-up experience
  • Significant YoY growth in digital


  • Research of customer behaviour in order to be able to support it on the part of Dreams with content, advice and tailor-made solutions
  • Optimization of the website to increase the number of visitors to the store
  • Connecting the in-store experience with online customer surveys
  • Integration of continuous customer service / sales consulting


  • SAP Commerce Cloud
  • In-store sales tablet to provide sales staff with a 360-degree customer view and to manage customer wishlists / baskets

Reshape and transform rapidly. Your business in a digital world.