Dreams online business remains strong despite store closures according to Stickyeyes report
Despite recent news that bed and mattresses store Dreams has been sold to private equity firm Sun European the store has been identified as one of the highest performing bed retailers online.
Trading as normal online following the sale with some physical stores closing their doors, the report from digital marketing agency Stickyeyes, which covered the ‘beds’ online retail sector, revealed that Dreams’ website achieved over 400 individual number one positions within Google’s organic search engine, giving them an aggregated click share of 19.02 per cent; over seven per cent ahead of second place Argos.
Gary Robinson, head of e-commerce at Dreams addressed the number store closures as part of the sale commenting: “Whilst the recent sale of our business meant some store closures, Dreams Ltd continues to trade without interruption both on the UK high street and online.”
The report showed that Dreams dominated the organic search keyword ‘beds’ with a click share of 27 per cent, 11 per cent ahead of second place Argos. Dreams extensive coverage of long-tail keywords contributed to 51 per cent of its total click share within the beds sub-vertical.
Dreams was found to lead the mattress market with a click-share of 19.36 per cent followed by Amazon, Argos and John Lewis. These non-specialist retailers were found to have increased their aggression during 2012 in order to maximise exposure with the bed market slowly recovering from the recession as expected growth is estimated at £1.54 billion in 2013.
The Stickyeyes report also found that nearly half (41 per cent) of consumers within the home furniture sector are using the internet to either buy online or facilitate their buying decisions.
Robinson added: “We’ve seen a 175 per cent increase in sales value generated from organic traffic, from 2011 to 2012, and we’re confident this trend will continue for the remainder of 2013.”
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