A B2B digital transformation for a global mattress company

Manufacturers & Distributors

About

Answering the question, “How’d you sleep?” for almost two centuries, Serta Simmons Beautyrest is a leader in sleep technologies and one of world’s largest mattress manufacturers. They design and manufacture an extensive range of mattresses, smart sleep equipment, and accessories which are sold online and in-stores through dealers and retailers.

Challenge

When Serta Simmons Beautyrest came to Ntara, the goal was to connect their core line of Beautyrest-branded products with consumers and drive users to store locations through a dealer locator on Beautyrest.com. This goal would be reached by redesigning and rebuilding two separate, enterprise websites. Ntara was chosen to research and segment their target audience, provide technical recommendations, and execute a more secure and scalable website solution on the Kentico CMS.

Approach

The project began with an nSight study and Blueprint engagement to fully inform business decisions and marketing strategy. Through customer segmentation, technical requirements gathering, UX strategizing, and expert development, we designed and deployed a fully responsive, award-winning series of websites. In just 90 days, their sites went live, complete with a ratings-and-review platform to reinforce Beautyrest as a consumer-centric, mattress and sleep brand.

Final experience

In record time with record results, Ntara built a striking and intuitive brand website for Beautyrest and migrated the heritage Simmons site to Kentico. Adding to the high stakes launch plan, the Beautyrest website supported a $40 million, multi-channel Super Bowl campaign featuring Tom Brady. The holistic efforts brought a 31.6% increase in traffic and a seamless UX for consumers.

Results

31.6%

increase in traffic

30.6%

improvement in average session duration

45.6%

increase in visitors looking for a store location

14%

decrease in bounce rate

90-day

turnaround for a full redesign and launch

Finalist

Kentico Site of the Year

Beautyrest homepage

Customer segmentation

Business decisions based on real customer data

Before the web redesign work began, we conducted customer segmentation research—a wise move for any B2B manufacturer considering a direct-to-consumer shift. We found that mattress buyers want a direct consulting relationship with the manufacturer when shopping, including complete product data inclusive of pricing, reviews, and ratings. These insights helped the team make confident business decisions, adopting some of the key strategies we recommended such as product reviews, private label credit cards, financing, last-mile delivery, and more.

Beautyrest mattress showing reviews

Product reviews

Empowering consumers and building brand trust

Through our nSight study, we learned that consumers considering a new mattress may only research options for a few weeks tops before making a purchase. During this timeframe, product reviews play a critical role in influencing and informing customers. Therefore, we doubled down on securing and displaying real customer reviews—not just on the website itself but across other online channels as well. The Ntara team helped Beautyrest jumpstart their customer feedback loop by seamlessly integrating a ratings and review platform, BazaarVoice. As more and more reviews are collected, they can be shared automatically on Beautyrest.com product detail pages. Thus, opening another door to two-way communication with their end customer.

“Ntara helped us build revenue-driving assets against a high-stakes deadline. Their attention to detail, technical expertise, and customer-focused strategies helped make it a huge success.”
Jim Gallman Executive Vice President of Marketing and E-commerce

dealer locator Pushing consumers in-store

Beautyrest’s business, for the most part, took place in stores, so the main conversion for the site was to find a dealer. With a seamless UX, strong keyword research strategy, and enticing calls to action, the new Beautyrest site resulted in a 14% increase in find-a-dealer conversions. But the dealer locator wasn't just made to list locations nearest the search query. It was also tied to dealer statuses—dealers who sold more Beautyrest would receive preferential listings, promoting healthy competition amongst their dealer partners.

Two sites, one goal Pushing referral traffic to the new site

As Beautyrest prepared for the campaign launch, referral traffic and organic trends were analyzed. Users still searched for Simmons branded mattresses by the thousands, so the two sites would have to work together to move users from Simmons to the Beautyrest brand. All within the 90-day timeline, the Simmons site was also migrated to Kentico. Today, the two digital assets work together to help pull users through the Beautyrest sales funnel and into licensed retail stores.

Direct-to-consumer Redefining marketing strategy 

In addition to replatforming, Beautyrest sought consulting from Ntara to help them move into the highly competitive direct-to-consumer mattress category. Our research identified consumer preferences, price point segments, functional and technical requirements for assets and integrations, and more—all which helped drive strategic direct-to-consumer business decisions. By investing in this research, the project was able to unveil millions in potential revenue.

Like what you see?

Our team has been working to digitally transform businesses for 20 years. Check out our services and connect with us to talk about your next digital project.

What we did

What we used

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