Mattress companies are a great example of how the digital revolution can disrupt an industry. For traditional mattress brands to thrive they need to find creative ways to adapt as consumer behavior evolves.
Many retail sectors have recently undergone dramatic shifts due to technological and digital innovation. The bedding industry is an excellent example. Popular “mattress-in-a-box”, direct to consumer bedding brands have already taken 12% of the market and continue to grow in popularity with consumers. In order for traditional mattress companies to continue to thrive, they will need to find creative new ways to reach their customers.
In a recent interview on CMO.com, Michelle Montgomery, the VP of Marketing communications for Beautyrest at Serta Simmons Bedding described her brand’s ongoing journey to keep up with the digital revolution.
One of Montgomery’s key insights about her experience in riding the digital wave was to double down on the customer experience:
Over the past six years, the Beautyrest brand has been on a journey to become a more consumer-centric sleep brand versus a seller of mattresses.
For example, the brand now dedicates 63% of their marketing spend to digital, a big shift for the brand.
Montgomery also highlighted the importance of understanding that your customers no longer experience your brand for the first time in-person. Online reviews and ratings will likely be the first experience your customers have with your brand, so it’s important to make sure that your first impression is a good one by partnering with industry thought leaders, influencers, and celebrities.