Seamless delivery on online and in-store customer experience



Sleeplife strives for customer excellence and extends their in-store experience with an online customer journey from personalized advice towards the right product for online or offline conversion.

Case description

Sleeplife is a Belgian mattress and bedding retailer with a focus on customer excellence: their main objective is to provide consumers with personalized sleep and bedding recommendations, whilst taking into account sustainability and the environment. Their website serves as an additional and seamlessly integrated channel in the customer journey.

Supported by the Dropsolid Digital Experience Platform, the team was able to deliver a frictionless online customer journey.
We improved SEO to boost traffic to the relevant web pages.
Visitors are guided by professional advice on the website to help them find the right product or to lead them towards a form for making an in-store appointment.
Visitors can select a preferred store, resulting in a more personalized experience that displays relevant contact data and opening hours, quotes from local store managers and a quick option to make an appointment or pick up your order in the store.

The site is built in Drupal 8 using Paragraphs.

Bi-directional data synchronization is set up between eMmeubel, Sleeplife's ERP, and the website for daily automated product and customer data updates.

Drupal Commerce is used as an integrated end-to-end e-commerce platform with online payments and real-time inventory updates in the ERP’s decentralized inventory model.

Sleeplife marketers can now easily add new products, blog posts, multimedia content or additional stores online. Temporary promotions can be self-managed by Sleeplife's team and they are automatically taken into account during checkout.

Today, Sleeplife is continuing to experiment with more advanced website personalization. Piloting Dropsolid’s AI driven personalization engine, they have discovered different audience segments specifically looking for sleep and bedding advice or directly looking to buy a mattress whether or not in a specific store. This allows them to personalize the digital customer journey even further and optimize conversion online or in-store.

Case goals and results

The project’s main objectives are to:
Create online presence for Sleeplife as a professional sleep advisor and offering high quality sleep solutions;
Bring more people to the physical stores;
Add an additional sales channel for bedding and related accessories.

Sleeplife's investment in a more advanced digital customer experience tripled the number of in-store appointments and added the website as a fully-fledged sales channel for bedding and related accessories.


As with many digital projects, the main technical challenge was found in data integrations.

An integration with their ERP eMeubel was required to get their product offering online and their inventory in sync between the online and physical stores. eMeubel is also master for CRM customer data and integrated with the e-commerce platform. Regardless of whether a client changes his data online or in a store, the updated data is always reflected on his next visit or interaction with the brand.

A decentralized stock model introduced an additional complexity, where consumers can choose to retrieve their purchases from a physical store. Based on the order specifics, the actual back-office order is split into multiple orders which are sent to either headquarters or a specific store as well as the correct inventory is updated. Shipping costs, which are charged for orders below 50 euros, are also recalculated and split across the different back-office orders.

Community contributions

Dropsolid heavily invest in community contributions. This can be proven by the tracking that we’ve put with and can be read at

For this project and others we continuously review how Drupal sites should be built and how we can leverage the best contributed modules out there.

In practice this translates to the following projects:
Dropsolid Rocketship is a distribution that enables small to mid-market business to profit from an optimal start when getting your feet wet in Drupal. It provides best practices from deployment, configuration and ways to extend it, proven by many cases that have implemented and resulted in this learning.
The core of the Dropsolid Rocketship distribution. Contains a solid base to start developing any Drupal site, from SEO optimizations to a Page content type set-up according to best practices.
This is the install profile, best used with the Rocketship distribution. This allows us to quickly setup new sites using the multilingual best practices from the start
A collection of 14 paragraphs to kickstart your development

Why should this case win the splash awards?

This is not just another webshop.
The customer journey on the website guides the visitor with professional advice in selecting the right product or leading him to an appointment in his nearby store. Online and offline customer journeys are merged and personalized. AI is used to detect intent from online behavior and this data can be used to further personalize the website experience, but also for remarketing via advertising or in-store appointments.