Dreams has been working with Monetate to increase online revenue, reduce external agency costs and streamline implementation of site changes. Monetate’s testing and targeting technology has reduced mobile bounce rates by over ten per cent and Dreams will use the data gained from this initial period of testing and targeting as the first step towards personalisation.
Founded in 1985, Dreams is a retailer and manufacturer which specialises in beds, mattresses and bedroom furniture, selling from its 170 UK stores. In recent years it has overhauled its order and delivery processes which involved the acquisition of its own fleet of delivery vehicles refurbished 60 of its stores and appointed a new CEO, Mike Logue. The business is now focused on expanding its online activities and engaged Monetate to evaluate how testing, targeting and personalisation could help it engage with its online customers. This has resulted in its most successful trading day in August 2014 with revenues up by 198 per cent and a tailored mobile site which has captured sales which may otherwise have gone to competitors.
Richard Voyce, head of eCommerce at Dreams said “We have a goal to be Britain’s biggest, best and most recommended bed retailer. For us, our success rests on putting the customer first and doing the right thing. Since adopting Monetate’s technology we have managed to cut our external agency costs dramatically, increase our conversions and reduce mobile visitor bounce rate by 10.8 per cent. Monetate allows us to do things we couldn’t before with ease and agility.”
Dreams found that online customers came from a mix of 50 per cent desk top, 25 per cent mobile and 25 per cent tablet users. As mobile and tablet users continued to grow it used Monetate’s technology to deploy a lightbox menu which appeared to users as they first entered the site. This allowed customers to navigate to key areas of the website using the store locator and sales sections.
The next step is to launch a responsive site using the intelligence and customer insight gathered, then to integrate testing and targeting, and deploy personalisation to a greater degree.
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