Dreams tackles omnichannel issues with Envoy Digital tech

Dreams has opted for a new omnichannel solution from Envoy Digital, which will be implemented via the SAP Hybris Commerce platform.

“At the moment our business is very separate – from customers operating with us online to a customer being looked after by our store teams. The solution will totally change the way our business operates,” says Mike Logue, CEO at Dreams.

“A 360-degree view of the customer will enable us to follow that buying journey all the way through and allow for greater interaction for all our store teams with the customer. This means all of our 200 stores will turn into ‘digital stores’ and, instead of talking about online sales and offline sales, all our sales will become ‘digital sales’.”

He adds: “This is a significant initiative for our business, and it’s important that we futureproof ourselves. We all know the world – and retail – is changing at such a rapid rate, even without all the digital changes that are taking place, and we need to keep up with that. The solution for us is all about the future – that Dreams is futureproofed for a number of years ahead. Lots of people talk omnichannel, but Envoy Digital has actually done it.”