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Dreams starts talking 'digital stores' and 'digital sales'

New retail technology introduced at bed and furniture retailer Dreams is bringing about a new way of thinking at the business.

CEO Mike Logue has said this week that the implementation of a new system at the retailer aims to break down the silos between sales channels, as well as change the language used inside the organisation.

KPS-owned Envoy Digital’s solution is helping Dreams manage customer communications in one central system. Whether a shopper starts their journey online or in-store, the technology enables them to complete a sale on whichever channel they choose – with all information about the exploration and sales process captured on Envoy’s solution and integrated with the retailer’s existing SAP Hybris platform.

Logue 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.”

Interestingly, in terms of a change in culture at the retailer, he added: “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 views this move as a noteworthy shift in how Dreams conducts its business, and he is an example of a traditional retailer CEO who has been eagerly seeking ways to bring his organisation into a new age, using customer data management tools and better connected systems and software.

“This is a significant initiative for our business, and it’s important that we future-proof ourselves,” he noted.

“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 future-proofed for a number of years ahead.”