As part of its new website, Malouf Home has created content and comprehensive filtering to educate customers on their pillow choices. The Pillows 101 page includes best-selling customer favorites at the top, but then segments pillows by materials, feels, and benefits.
“It can be intimidating for customers to shop for a new pillow, especially if they don’t know what they’re looking for,” said Malouf Marketing Director Scott Carr. “We tried to capture our signature consultative sales and marketing approach on the website so it’s easy to tailor product recommendations to customer needs. Our system of filters allows customers to dial in and ask the right questions to find the perfect pillow.”
Website page created with customer feedback in mind
The marketing team used customer interactions and feedback to create the following filters: material, pillow features, sleep position, and loft. Customers can select multiple filters to find their ideal pillow match quickly and efficiently. A section on the website titled “Find Your Perfect Pillow” asks the questions customers might not consider, like “How firm is your mattress?”, to get them started in the filtering process.
Jake Ozmun, Malouf product development manager, said, “We have over 60 pillows designed for different sleep preferences and body types, many of which have proprietary materials and unique features. One of our goals as a development team is to continue to lead the industry in pillow innovations.”
Detailed product features information helps educate pillow users
Retailers can also use detailed product listings to learn more about their own specific product lineup. Each listing has an information card highlighting the four top customer considerations: sleep position, firmness (ranked on a one to 10 scale), material callout, and key feature. Detailed product features, imagery, and iconography are also available to help educate users on the benefits of each pillow.
About Malouf Home
Malouf Home™ leads the furniture and bedding industry with a wide selection of innovative products, including furniture, mattresses, adjustable bed bases, pillows, sheets, mattress protectors, bed frames and mattress toppers. Together with sister brands Salt Flat™ and Weekender™, Malouf™ commits to quality, pricing, and service through a comprehensive product catalog that satisfies a variety of customers. Malouf™ products are available in over 15,000 retail partner locations in the U.S., and its international team now serves over 56 countries. Malouf™, a Certified B Corporation®, was founded in 2003 by Sam and Kacie Malouf and is headquartered in Logan, Utah.