Dreams is implementing a new omnichannel solution, delivered by commerce transformation specialist Envoy Digital, part of the KPS Group.

Dreams recognised the need to integrate its sales channels to better meet the needs of customers at each stage of their buying journey, whether 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. This will enable Dreams’ sales teams to drive enhanced interactions with its customers, while delivering shoppers more seamless omnichannel experiences.

Mike Logue, Dreams CEO, comments: “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.

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

Branwell Moffat, director of commerce consulting at Envoy Digital, adds: “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.”