B2B digital transformation for the largest mattress brand in North America
When Serta Simmons Beautyrest came to Ntara, the goal was to connect their core line of products with consumers and drive users to store locations through a dealer locator. This goal would be reached by redesigning and rebuilding their two enterprise websites. Ntara was chosen to research and segment their target audience, provide technical recommendations, and execute a more secure and scalable website on the Kentico CMS.
The project began with a customer segmentation study and discovery 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. We also built a custom integration for Bazaarvoice, which integrated reviews across major retailers into one place, where Serta Simmons Beautyrest could manage feedback and customer service issues.
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 ad campaign featuring Tom Brady. The holistic efforts brought a 31.6% increase in traffic and improved UX for consumers.
increase in traffic
improvement in average session duration
increase in visitors looking for a store location
B2B 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. 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.
Empowering consumers and building brand trust
The Ntara team helped Beautyrest jumpstart their customer feedback loop by integrating a ratings and review platform—opening another door to two-way communication with their end customer. As more and more reviews are collected, they can be shared automatically on Beautyrest.com product detail pages.
Pushing consumers into stores
Beautyrest’s business, for the most part, took place in stores, so the main conversion for the site was to find a local dealer. The new website was designed to facilitate that customer journey, not interrupt it. With customer-focused user experience, strong keyword research strategy, and enticing design and calls to action, the new Beautyrest site resulted in a substantial increase in find-a-dealer conversions. The site also began highlighting featured dealers, creating healthy competition in the dealer channel.
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 spending time up front to understand goals and requirements, the project was able to unveil millions in potential revenue and progress at lightning speed when it came time for design and development.
“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.”
Executive VP of Marketing and Ecommerce
About the client
Serta Simmons Beautyrest is a leader in sleep technologies and the world’s largest mattress manufacturer.