case study

B2B digital transformation for the largest mattress brand in North America

A large bedroom with beige walls, a beige carpet, and beige bed. The bed has a Beautyrest mattress on it.
A digital illustration of a Beautyrest mattress. The materials that make up the mattress are separated into layers.

The challenge

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. 

An image of a mobile phone with the Beautyrest sleep app pulled up.

Our approach

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.

An image of a mobile phone with the Beautyrest sleep app pulled up on the phone.

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 ad campaign featuring Tom Brady. The holistic efforts brought a 31.6% increase in traffic and improved UX for consumers.

Results

31.6%

0 %

increase in traffic

30.6%

0 %

improvement in average session duration

45.6%

0 %

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.

An image of the Beautyrest homepage.
An image of a page on the Beautyrest website.

product reviews

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.

Beautyrest website mock ups

dealer locator

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.

An image of a Beautyrest landing page on their website.

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 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.”

Jim Gallman 

Executive VP of Marketing and Ecommerce

Beautyrest Logo Black

About the client

Serta Simmons Beautyrest is a leader in sleep technologies and the world’s largest mattress manufacturer.

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Two men stand outside talking. There is a tree with pink blooms behind them.