Practicology is now Pattern

By Joanna Perry | Head of Marketing

Dreams is working with multichannel retail consultancy Practicology on a website conversion rate optimisation project to support the UK retailer’s mission to be the home of a good night’s sleep.

The UK’s leading bed specialist has engaged Practicology to help it analyse performance and enhance usability on key pages of its ecommerce site. Conversion rate optimisation (CRO) involves understanding the barriers to making a sale and improving the customer experience so a higher percentage of visitors to a retailer’s website buy something. CRO is key to increasing total online sales and maximising online profitability.

Practicology uses a mixture of data on how customers currently use the website, as well as best practice customer experience principles to make recommendations on ways to improve site usability. Once recommendations are made, Practicology will work with Dreams to ensure they are tested before being implemented across the retailer’s website.

“Dreams has great people across its stores, web team and delivery arm; and we already have the processes and systems infrastructure ready to support further growth. Now is the time to accelerate our online and multichannel activities, and optimise performance significantly. Practicology’s retail and customer experience insights will help us to perform at our peak,” said Dreams’ Head of Ecommerce, Richard Voyce.

Nupur Manchanda, COO of Practicology added: “We are delighted to be working with Dreams to help deliver more sales through its multichannel activities. In addition, the Dreams brand is all about well-being, and Practicology believes that enhancing the experience of using Dreams’ website and multichannel services supports its brand mission well.”

For further information please contact Practicology Head of Marketing Joanna Perry on +44 (0)20 7323 0539


About Dreams

For 30 years, Dreams has been passionate about providing the perfect night’s sleep. A leading bed specialist, the company is committed to providing the highest standard of expert customer service and advice, and offers an extensive selection of high quality products including mattresses, bed frames, divans, bedroom furniture and soft furnishings, many of which are hand-crafted in the UK at the Dreams Bed Factory. Founded in 1985, and owned by Sun European Partners since March 2013, Dreams has more than 160 retail stores and a transactional website at Its head office – known as ‘Bedquarters’ – is located in High Wycombe, Buckinghamshire.

About Practicology

Practicology is a strategic multichannel consultancy with offices in London, Sydney and Melbourne, founded in 2009. The 40-strong team continues to grow, with every consultant having worked within retail and understanding our clients’ challenges. We offer an end-to-end portfolio of services including strategic consulting, CRM, analytics, design, marketing, ecommerce trading and training. Clients include Hobbycraft, House of Fraser, Selfridges, Rapha, Thomas Pink, Ted Baker, Konditor & Cook, Nike and Kathmandu.


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