Seeking to redesign their global eCommerce website, Tempur Sealy asked VML Commerce to define a multichannel customer experience strategy. Tempur Sealy wanted to understand how their customers behaved, interacted with the brand, and purchased their products in four key markets: the UK, Germany, Japan, and China.


With the aim of redefining their processes, online capabilities and digital roadmaps, VML conducted research across all key markets, talking to current and prospective customers, staff, sales outlets and retailers to help better understand the customer journey when purchasing Tempur Sealy's products online. We created a comprehensive CX map for each market, underpinned by a service design exercise to identify the department responsible for each pain point and the strategic changes they needed to make.


Based on the findings of the research, we helped wireframe and design the core customer journeys for their website. This involved holding workshops with the client to work with them to define these core journeys, and taking them from concept into design. These designs were passed onto Tempur Sealy's systems integration partner to begin the build of the new site.

Whilst Tempur Sealy's site was being built, Tempur Sealy asked us for assistance on a more strategic, future-thinking level. There were 3 main areas that we consulted and advised on:

  • Amazon Strategy: auditing their Amazon presence in the UK, Germany, and Japan, to create a strategy to understand the opportunity for each market.
  • The Tempur Sealy brand online: conducting ecommerce brand workshops with their digital team, to define what the brand stands for online, and ensure this is translated effectively on the website.
  • Tempur Sealy future roadmap: working with key stakeholders at Tempur Sealy to help define where they need to be in the next 3, 5, 10 years.

To ensure a smooth delivery, we provided project management support to help see the project through to completion, supporting the wider agency landscape throughout the development of the website.


The new eCommerce platform has delivered a very significant increase in online sales YoY.

Reflecting the success of the programme, we were awarded the management of Tempur Sealy's 20 global websites and appointed as their systems integration partner. As of today, we manage and support these 20 sites on Salesforce Commerce Cloud, and has implemented a customer experience and development roadmap, seeking to continually improve the global sites.

Tempur Sealy is passionate about providing customers a great experience. Supporting this goal, VML Commerce has really helped us to think big, think differently and innovatively in the development of our new global website, always finding solutions where problems occur. Their quality of work and expertise in digital and eCommerce is apparent, which has helped to develop our strong working partnership. They have helped us understand our consumers and their journeys in depth and we look forward to working with them in the future to define our long-term digital strategy, which will be crucial to our success in the coming years.

Barbara Callicott

Director Ecommerce and Consumer Experience - International, Tempur Sealy

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