Bed trio to get new online presence
Steinhoff UK Beds is to invest in three new websites for its Slumberland, Relyon and Dunlopillo brands, as part of a new digital strategy.
The new websites, which will be launched next month, will reflect each brands’ USPs and will present a clear and simple user journey for customers and provide a clear path to purchase via two call to actions: buy online via a partner or try in-store.
Each will feature a ‘Sleep quiz’ to inspire and educate customers on finding the right mattress for them. By taking customers through a series of questions the quiz will suggest a selection of beds best matched to the customers’ sleep style and preferences to support the consumer decision making process and drive business into retailers’ stores or websites.
Social media and digital content will also play a key role in Steinhoff’s digital drive to build brand advocacy and drive effective engagement. Creating optimised content that guides customers to finding the right mattress via different social channels will be crucial in driving awareness, educating customers and converting prospects through to the new websites.
To support the launch of the new websites, Steinhoff will also be investing heavily in search engine optimisation and pay per click. With the purpose to boost brand awareness and customer acquisition, increased emphasis will be put on ensuring each brand appears for key searches in search engine results pages.