Beter Bed announced the launce of the ‘Beter Slapen ID' system that takes just a few minutes to provide an independent mattress recommendation based on the customer's personal needs. Introduction of the new system is in line with the company's strategy presented last year for modernising its current stores. Beter Bed intends switching to three different types of stores.

The first are experience stores such as the one recently opened at the Sontplein retail area in Groningen; these stores have a strategic function within a region. They will be joined by city stores, with the first (200 m2) opening at the Mall of the Netherlands in June. Beter Bed also aims to introduce this concept in inner-city shopping streets.

Over the next few years, the company's current shopping-centre stores will also be modernised. In line with its “Sleep Better, Live Better” mission, Beter Bed is supporting these shopping concepts with a new service: Beter Slapen ID. This system uses sensors to measure the customer's body and matches the results with data about entire mattress range.

Using the results of this test combined with the knowledge of sleep consultants, can offer customised, independent mattress advice. The device has been successfully tested in two stores over the past few months. Following the success of the Peter de Beter Bed-weter campaign, the introduction of the Beter Slapen ID will be supported by an extensive marketing campaign on TV, radio and online.