Transforming Sleep Retail: How Beter Bed Modernised Customer Experience and Operations

The challenge

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Despite its success, Beter Bed recognised the need to modernise its operations to stay ahead of evolving customer expectations. The company sought a technology-driven approach to enhance customer experience, streamline processes, and future-proof its business. The solution had to:

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• Enhance customer and market focus: to differentiate itself in a competitive market, Beter Bed needed to provide seamless, personalised customer experiences across all touchpoints. The company aimed to centralise customer data, gain deeper insights into customer behaviour, and improve engagement through automation.‍
• Drive technology and platform innovation: Beter Bed’s technology ecosystem included multiple legacy systems and paper-based logistics processes. Managing fragmented data and manual workflows was inefficient, making it difficult to scale operations and introduce new digital solutions. A modern and integrated platform was essential for future growth, especially with the upcoming implementation of a new order management system that will be used in the stores in 2025.

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The solution

To support Beter Bed’s digital transformation, Gen25 designed a customised CRM ststem that addressed both immediate pain points and long-term strategic goals. The solution included: 

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• A unified CRM platform for seamless customer management: Gen25 implemented Salesforce as the central CRM, providing a single source of truth for all customer interactions. This allowed Beter Bed to deliver faster, more personalised service and create a 360-degree customer view across sales, service and marketing.
• Future-proofing with system integration: recognising the importance of a scalable architecture, Gen25 ensured that Salesforce could seamlessly integrate with Beter Bed’s upcoming order management system from Magnus Oil. This integration will enable real-time updates between Salesforce and SAP, improving efficiency in order processing and customer management.
• Digitalising Logistics with the BoardComputer App: one of the most significant transformations was the digitisation of Beter Bed’s logistics processes. Gen25 developed a custom Salesforce application on the Salesforce Mobile App, the BoardComputer app, to replace outdated paper-based workflows. This app now manages all transport and delivery operations, ensuring real-time tracking and operational efficiency.
• Seamless data flow with Connect 25: using Gen25’s proprietary Connect 25 solution, Salesforce was integrated with various platforms, enabling instant notifications for new or updated orders. This streamlined communication across departments, reducing delays and errors.
• Automating customer communication with Marketing Cloud: to enhance customer engagement, Gen25 deployed Marketing Cloud’s transactional email platform. Automated workflows now trigger transactional emails directly from Salesforce, ensuring consistent and timely communication.

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The results

With Gen25’s expertise, Beter Bed has achieved significant improvements across its business:

• Enhanced customer engagement: centralised customer data enables more personalised and timely interactions, improving satisfaction and loyalty.
• Streamlined operations: digitising logistics processes has eliminated manual paperwork, resulting in faster, more efficient deliveries.‍
• Improved integration and scalability: real-time updates between systems have reduced manual errors and the scalable Salesforce platform ensures readiness for future growth.

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Conclusion

By partnering with Gen25, Beter Bed has taken major steps toward a connected, future-ready retail operation. With Salesforce at the core and new systems on the horizon, teams can work from one unified platform: improving efficiency, elevating customer experiences and creating a solid foundation for ongoing innovation.

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As Luuk Stoop (former Project Manager at Beter Bed) shared: “We chose Gen25 as our implementation partner not only because of their extensive knowledge and experience but also because our companies are a good cultural fit. Thanks to the commitment of Gen25’s team and our own, we’ve been able to achieve a lot in the last months.”