Beds retailer Dreams looks to optimise online sales

Putting the structure in place to ensure customers make a purchase when visiting a website can often cause retailers nightmares, but beds specialist Dreams has placed this goal at the heart of its multichannel strategy.

The website conversion rate optimisation project will see the UK retailer undertake a detailed analysis of the current barriers to making a sale online and put the processes in place to improve its customers' digital journeys.

Dreams has partnered with retail consultancy Practicology, which will lead the assessment of the website and help enhance usability on the key pages of its customer-facing website.

It comes at a crucial period in Dreams' recovery plan, following its administration two years ago. Web sales now account for around 10% of overall revenue at the retailer, which announced earlier this year that it had returned to profit in 2014.

Dreams head of eCommerce Richard Voyce said: "Dreams has great people across its stores, web team and delivery arm; and we already have the processes and systems infrastructure ready to support further growth.

"Now is the time to accelerate our online and multichannel activities, and optimise performance significantly."

Under the leadership of CEO Mike Logue, Dreams has ramped up its investment in new technology, as well as overhauling its order and delivery processes which included acquiring its own fleet of delivery vehicles.

Testing, targeting and personalisation solutions provider Monetate is another vendor working with Dreams to help the retailer boost online revenue, and the business will soon be launching a responsive web design off the back of this partnership. The retailer is looking to cater for a growing number of customers who are accessing its website on mobile devices.

Dreams says that 50% of its online customers visit on a mobile or tablet, and working with Monetate the retailer has deployed a lightbox menu that appears when shoppers first come online, allowing them to navigate key areas of the website such as the store locator and sales sections.

Implementing this lightbox reportedly reduced the bounce rate of mobile users by 10%, and this focus on conversion rate optimisation looks set to continue in the months ahead.

Speaking last month, Voyce commented: "The bed industry is quite far behind when it comes to technology so it's great that Dreams has a head-start.

"Working with Monetate has allowed us to create an industry leading digital offering and continually strive for improvements. The next step of the Dreams journey is to look into personalisation in more detail and use it to provide our customers with a better, more customised shopping experience."

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