Focusing in on four consumer demographic segments, Corsicana used carefully researched data to illuminate each group’s path to purchase: what influences them, where they shopped, where they eventually bought. By using this data to sharpen its marketing approach and also shape the development and positioning of its newest mattress collections— including the uncomplicated American Bedding line and the millennial-focused Early Bird brand—Corsicana is shifting away from a traditional transactional sales approach to a more consultative engagement.
Signature Sleep’s Honest Mattress is a compelling option for the conscientious sleeper. The new model utilizes ethically-sourced natural materials like USDA certified organic cotton and OEKO-TEX certified chemical free natural wool, which deliver moisture wicking properties to help regulate temperature. The mattresses’ independently encased micro coils offer support and help eliminate motion transfer. Complete with a convenient reversible construction, this line also comes with a mattress pad that features a washer-and dryer-friendly Aloe Vera treatment that moisturizes the skin. As an added bonus, for every Signature Sleep Honest Mattress sold, one tree will be planted thanks to the brand’s partnership with One Tree Planted.
Diamond Mattress’ new Diamond Mattress University (DMU) is a mobile-friendly RSA training program that offers three levels of specialized sales training and certification. Approaching the project with the needs of the RSA top of mind, the Diamond Mattress leadership team developed this innovative new tool to empower sellers with the knowledge they need to educate the shopper. Using gamification to help its users absorb a mix of product information, health and wellness research and sales techniques, DMU provides the comprehensive information RSAs need and delivers it in an engaging and fun format.
Classic Brands is thinking outside the box with its newest mattress packaging innovation. Instead of shipping its roll-packed Chic Couture Collection in a standard cardboard box, the company designed a new reusable duffel bag. Made of tear-resistant nylon and featuring a drawstring closure at the top, the duffel is not only lighter weight, easier to handle and more affordable to transport—but it is also environmentally-friendly, as it can be reused by the consumer after the mattress is all set up.
Making its High Point debut this spring, Therapedic’s new Hybrid line delivers a strong feature-benefit story at a price point that ranges from $799 to $1,999. In addition to the Therawrap Encased Coil System and premium memory and latex foams, the collection is made with a layer of advanced pocketed Air-Coils. Developed by Leggett & Platt, this new support technology integrates airflow into the pocketed coil to deliver a distinct contouring feel and enhanced pressure-relieving characteristics.
Designed to help individuals achieve optimal sleep fitness, The Pod—Eight Sleep’s new high-tech bed—combines dynamic temperature regulation, biometric tracking, smart home integrations and sleep coaching. Built using data from more than 43-million hours of tracked sleep as well as a circadian rhythm research, the system’s dynamic temperature feature allows users to manually adjust the sleep surface temperature—or set it to auto-adjust to their unique sleep habits via artificial intelligence. The proprietary AI-engine also tracks and monitors sleep health, analyzing dozens of factors like sleep duration, quality and consistency—then powers a sleep coach tool that delivers personalized insights and sleep tips.