Snooze has launched a new online Bed Builder tool on its website, allowing consumers to design a bed.

The tool will be used to strengthen Snooze’s online strategy, with the recent website analytics identifying a trend towards shoppers using mobile devices to research products and compare prices.

In the past year alone, mobile traffic on the Snooze website has increased by more than 400 per cent.

Snooze MD, Simon Beaty, said it is important for a new bed to be a representation of the customers individual style.

“The retail purchasing landscape is constantly evolving and, as a result, Snooze will continue to adopt new methods that respond to our customers’ needs and engage with them in new and exciting ways,” Beaty said.

In 2011, Snooze introduced Bed Match, which matches customers to a selection of mattresses.