Beter Bed nominated for Experimentation Culture; M Line brand wins award

Dutch sleep specialist in retail, wholesale and B2B, Beter Bed Holding, has been nominated for the international Experimentation Culture Awards 2022.

The company has been recognised through its experimentation programme initiated several years ago. The experimentation programme has, among other things, resulted in the creation of an ‘excellent infrastructure and a streamlined business process for testing hypotheses in a short cycle’.

“This provides opportunities to effectively cash in on current and future e-commerce opportunities and to achieve the ambitious online targets (sales of at least € 100 million by 2025). With the launch of LUNEXT, Beter Bed’s digital organisation, the conditions have been created for scaling up experiments, once validated, quickly and efficiently to the business. The focus is no longer exclusively on ROI but also on supporting the business with validated decision-making,” the company said.

Thijs Nootenboom, responsible for E-commerce at Beter Bed, added: “Lessons learned from the experiments are shared with the entire organisation so that everyone can learn from them.

 “Experimentation has now become a mindset at Beter Bed, allowing the impact and deployment of strategic initiatives to be iteratively tested. It’s embedded in our daily activities thanks to the close cooperation between the development team and the commercial teams.

“This prevents internal debates about resources and capacity, increases the speed of testing and leads to better results. In the coming year, experimentation will be even more emphatically on the agenda as we enter into dialogue with other departments and share relevant lessons with each other.

“The prestigious nomination for the Experimentation Culture Awards 2022 strengthens our confidence that we are on the right track. This is a big compliment to the teams driving the development of an experimentation culture within Beter Bed Holding.”

Experimentation Culture Awards 2022

The experimentation programme and the development team’s role as accelerator are what prompted the Experimentation Culture Awards expert jury to nominate Beter Bed in the “Organisation-wide” category. Other nominees are Marks & Spencer (UK), TL (Switzerland), ASOS (UK) and Vattenfall Netherlands. The awards will be presented online on 7 July 2022.

Furthermore, during the 20th Shopping Awards Gala in Hotel Huis ter Duin on 7 June, mattress supplier M line, a brand of Beter Bed Holding’s DBC International, won a golden award for the best webshop in the category Sleep.

Dennis Touw, E-commerce manager of M line, commented: “Over the past year, our webshop has taken big steps. One of the key pillars is always how we can optimally present our range of products. The M line webshop has developed strongly in terms of brand perception, user convenience and customer service. It is brilliant to see that this has resulted into this amazing award!”

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