Case Study: Neiman Marcus’ New ‘Art Of Sleep’ Collection

What retailers can learn from this well-curated selection of luxury sleep products.

Framed as a magazine editorial, Art of Sleep by Neiman Marcus really feels like an art piece and not just a place to buy products. The recently launched web-exclusive shop features luxury mattresses and assorted sleep products, along with a step-by-step guide to how to get a good night’s sleep that makes the relevance and value proposition of each product incredibly clear. A pleasure to peruse, there’s much to learn from this high-end marketing and ecommerce approach—we’ve highlighted some aspects of it that we think will most resonate with shoppers.

It Tells A Story

Instead of simply offering up another interface for buying items consumers may or may not need, Neiman is presenting each sleep product as a piece to a larger and more holistic narrative—a process by which consumers can build a sleep routine that will lead to healthy rest and ultimately, wellness. By emphasizing how and why each piece of the collection fits into the whole and contributes to a good night’s sleep, Neiman makes its hard to resist adding tall the items in the collection to the shopping cart. It wouldn’t be a complete story without all the narrative threads, would it?

It Feels Luxurious And Special

The visual appeal—an elevated editorial spread that looks like it was ripped straight out of Vogue instead of say, Cosmo—contributes to the overall luxury vibe that Neiman wants viewers to take away from this ‘spread.’ Showcasing expensive products in such a way that makes them feel more luxurious, special and expensive not only helps justify what each item costs, but also indicates that Neiman really knows its audience and knows how to visually communicate the opulence of the line. Site visitors will leave with the impression that purchasing from this collection will greatly enhance their lives and help make their bedrooms and nightly routines feel significantly richer.

It’s Clean And Uncluttered

Visitors to Art of Sleep will not feel overwhelmed or stressed. Instead, they might feel suddenly soothed before they’ve even purchased a thing. This carefully organized web store offers a clean aesthetic (again mimicking a high-style sort of fashion magazine) that allows the product information to shine and the high-res images of each product to take center stage. There’s a good bit of white space on the ‘editorial’ page, while the actual store front where visitors can purchase is fairly standard but doesn’t feel cluttered. For shoppers, the way the products are marketed and arranged may spell out a piece of the value proposition too. Implicit in this feeling is the idea that will drive consumers to buy: dedicating time and money to the task of organizing a sleep routine could very well lead to a more organized and less anxiety-filled life.

It Offers A Highly Curated Collection

By hand selecting and emphasizing that process of hand selection, Neiman is using the power of its own brand to endorse the products it’s selling. Ostensibly, brand loyalists will trust Neiman’s choices in each category—and simply following the recommendations will save them the trouble of researching what's best on the market. Neiman’s buyers have already done that for its customers. Art of Sleep serves as an edited version of your potential trial and error attempts at developing a curated sleep routine. So, what this ultra premium sleep shop might cost its shoppers in dollars it will save them in time.

From a consumer perspective, this collection makes sleep exciting and the products feel like justifiable indulgences. While most brick-and-mortar retailers may not have the bandwidth to redesign a full web page, curating a weekly or monthly collection on a particular theme or aspect of the sleep routine might work well for your store newsletter. An email like this could help introduce subscribed shoppers to any new product categories you’re adding to your inventory. As a rule of thumb, clean and uncluttered is always a solid approach and making the value proposition clear is also a standard key.

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