Serta’s Direct-to-Consumer launch drives $30M growth in first year Forte Group
Serta’s Direct-to-Consumer launch drives M growth in first year

Serta’s Direct-to-Consumer launch drives $30M growth in first year

Serta’s Direct-to-Consumer launch drives M growth in first year

Direct-to-consumer web marketplaces have made it increasingly difficult for even the strongest retail brands to maintain the margins required of a three-tier distribution model. Forced to compete with tighter pricing structures, many traditional wholesalers are making a dramatic shift to selling directly to their customers online. The U.S. mattress market is no exception.
In the last few years, wholesalers and new market entrants have crowded the direct-to-consumer space, making it a highly competitive market. Undeterred, Serta Simmons Bedding, North America’s largest traditional mattress manufacturer, saw this as an opportunity given its nearly 150 years of expertise in bedding manufacturing.
Having maintained a successful wholesale business model since the company was founded in 1870, the company spun off an innovation business, Tomorrow Sleep, to make a quick entry. Forte Group helped them do just that — position itself as a brand with a future as rich as its history.

The direct-to-consumer
E-commerce platform

Client:
Serta Simmons Bedding

Industry:
E-commerce

Website:
sertasimmons.com

Magento, JMeter, JUnit, Selenium WebDriver

Background

  • Direct-to-consumer web marketplaces have made it increasingly difficult for even the strongest retail brands to maintain the margins required of a three-tier distribution model.
  • Forced to compete with tighter pricing structures, many traditional wholesalers are making a dramatic shift to selling directly to their customers online. The U.S. mattress market is no exception.
  • Having maintained a successful wholesale business model since the company was founded in 1870, the company spun off an innovation business, Tomorrow Sleep, to make a quick entry. Forte Group helped them do just that.

Results achieved

  • Tomorrow Sleep successfully launched in 2017 and grew from $0 to $30 million in less than a year.
  • Built on a foundation of quality assurance, Tomorrow Sleep transitioned to an improved third-party logistics provider within three weeks.
  • The launch made Serta a viable contender in the direct-to-consumer market: in just under a year, Serta acquired mattress upstart Tuft & Needle, further advancing the company’s direct-to-consumer business.
  • Through technology, the world’s leading mattress producer was able to shift its business focus to align with the current of its customers’ expectations.

Business challenges:

Serta’s Direct-to-Consumer launch drives M growth in first year

Enter the direct-to-consumer market smoothly and maintain success

Serta’s Direct-to-Consumer launch drives M growth in first year

Overcome delivery stagnation and piled up quality assurance issues

Serta’s Direct-to-Consumer launch drives M growth in first year

Launch a fully-functional storefront in just
under six months

Featured-based challenges:

Serta’s Direct-to-Consumer launch drives M growth in first year

Stabilize the system by getting rid of testing bottlenecks and improving performance

Serta’s Direct-to-Consumer launch drives M growth in first year

Create a reliable manual and automated testing structure

Serta’s Direct-to-Consumer launch drives M growth in first year

Establish seamless and uninterrupted customer experience

Serta’s Direct-to-Consumer launch drives M growth in first year

“Forte Group definitely was one of the factors for Serta being able to attract leading brands. With Forte’s help, we were able to make Serta an effective competitor in the direct-to-consumer mattress space.”

Brian Walker
Former Chief Technology Officer, Tomorrow Sleep

Solution highlights

Serta’s Direct-to-Consumer launch drives M growth in first year

The Forte team began working on getting the development of Tomorrow Sleep back on track with QA, direct placement, and staff augmentation services. The primary focus of Forte’s work was QA.

Serta’s Direct-to-Consumer launch drives M growth in first year

Forte built an automated performance testing platform, which was essential in stabilizing the system. With each code change, the automated platform would trigger 30 minutes of tests, which provided useful feedback that improved subsequent stages of development.

Serta’s Direct-to-Consumer launch drives M growth in first year

As part of its manual testing, Forte tested every system function against the system’s requirements to ensure it performed correctly. This required testing assorted data sets as well as usability testing.

Serta’s Direct-to-Consumer launch drives M growth in first year

With a quality assurance system in place, the Tomorrow Sleep e-commerce platform began to stabilize and show significant performance improvements.

Serta’s Direct-to-Consumer launch drives M growth in first year

Forte created a manual and automated testing structure to build QA into the development cycle.

Serta’s Direct-to-Consumer launch drives M growth in first year

Implementation of cross-browser tests that ensured that the e-commerce system worked flawlessly across all platforms.

Serta’s Direct-to-Consumer launch drives M growth in first year

Serta Simmons commissioned Forte to provide QA leadership, help build an in-house team, and take over the development of the e-commerce system.

Serta’s Direct-to-Consumer launch drives M growth in first year

QA and testing checkpoints were built into the delivery system.

Outcome

Serta’s Direct-to-Consumer launch drives M growth in first year

$0 to $30 million in revenue
in less than one year

Serta’s Direct-to-Consumer launch drives M growth in first year

QA and continuous
integration implementation

Serta’s Direct-to-Consumer launch drives M growth in first year

Launch of an e-commerce
platform in less than 1 year

Consider Forte your trusted digital commerce partner

More customer success stories

Serta’s Direct-to-Consumer launch drives M growth in first year
Serta’s Direct-to-Consumer launch drives M growth in first year

How BMO Harris

Reduced BCP Review

Time by 40 Percent

Serta’s Direct-to-Consumer launch drives M growth in first year
Serta’s Direct-to-Consumer launch drives M growth in first year

Relativity accelerates value

delivery through quality and

testing modernization