Beter Bed recently launched its new website (www.beterbed.nl). In addition to an advanced product information search, the new website also offers the possibility to purchase products, consult branch details and make an appointment with a consultant at a specific branch. The website is the logical follow-up to the widespread integration of 83 physical retail outlets and Beter Bed’s customer service centre.

Beter Bed initiated a pilot webshop in 2009. The volume of sales was so positive that the chain engaged the services of an e-commerce specialist, responsible for developing a multi-channel platform. Beter Bed had to implement multi-channel software during the design phase of this platform. Following an intensive selection process, the chain opted for Product Information Management (PIM) and the e-commerce platform hybris. This platform is able to manage, maintain and enhance complex product relations, enabling the customer, for example, to choose the right mattress with the right bed. Beter Bed has opted for Unic as its implementing partner, partly because this organisation’s technical profile best matches Beter Bed’s needs. The functional design of the website was further developed in cooperation with Unic.

Dirk de Bruijn, e-commerce specialist at Beter Bed: “Our new website enables us to assist the customer and generate additional turnover at the same time. Visitors to the website can see which beds are available in which branches. The possibility of making an appointment with one of our sales assistants in the various retail outlets is a unique feature.”

The hybris PIM system ensures that product information within the various channels is optimised. “Good product information is essential if you want to offer your customers optimum service via several channels,” says Jorij Abraham, Director of Consulting at Unic. “The customer – certainly online – wants to know everything about the product before making a purchase. If an organisation wants to share the same information across all channels, then a PIM solution is essential.”

The introduction of www.beterbed.nl is the first step in implementing Beter Bed Holding’s multi-channel strategy. “We are proud that Unic and hybris have been selected as Beter Bed’s partner for the further rollout of the bed giant,” adds Berend Bouwmeester, Country Manager Benelux at hybris.

About Beter Bed Holding
Beter Bed Holding operates in the European market for bedroom furnishings. The company’s activities include the retail trade with a total of 1,148 retail outlets as at September 2011 operating via the chains Beter Bed (the Netherlands and Belgium), Matratzen Concord (Germany, Austria, Switzerland, the Netherlands, Belgium and Poland), El Gigante del Colchón (Spain), BeddenREUS, Dormaël and Slaapgenoten (the Netherlands) and MAV (Germany).