Delivering a thoughtful luxury mattress program aimed at driving store traffic to regional and national retailers, Shifman Mattresses is powering up its 10-bed American Heritage Collection with increased marketing support and enhanced style upgrades.
The updated program provides curated advertising asset packages, a refreshed and structured promotional calendar and more engaging training program for products and selling skills at any level. The marketing assets include a selection of images and publish-ready layouts for print and social media as well as in-store materials. Shifman’s retail partners can also access valuable content through the customer portal on the company’s redesigned website. Additionally, the program includes co-op dollars for print, radio, TV and direct mail advertising.
“We recognize the growing challenges for brick-and-mortar retailers and sales associates, so we made changes to American Heritage that can make the biggest impact—advertising and promotion to drive traffic year-round and easily digestible training that retailers can immediately put to use on the floor,” said Shifman President Bill Hammer.
In addition to the marketing boost, American Heritage’s styling has been enhanced with a more contemporary cover in luxurious Belgium Damask that offers a higher-end look and feel while maintaining its accessible luxury price point. Premium models are foam-encased for a firm seating edge and more tailored bed profile. Shifman also added a new mattress to the collection that gives retailers more merchandising options in mattress feel and critical price points.
The American Heritage collection offers 10 quilted or hand-tufted models of two-sided construction, natural cotton comfort layers and an individually wrapped coil system. All models are compatible with adjustable bases. The collection is featured in most stores with queen set selling prices ranging from $1,799-$9,699.
Shifman plans to hold a virtual products tour later in February in addition to attending the Las Vegas Market scheduled for April 11-14.
About Shifman Mattress Company: Shifman is a leading designer and manufacturer of luxury, hand-crafted mattresses that are built with the same commitment to quality, integrity and true craftsmanship by which the company was founded on over 128 years ago. A family-owned company, Shifman operates under the management of the Hammer family. Today, the company operates out of an 84,000-square-foot manufacturing facility in Newark, NJ. Shifman has a proven track record of creating strategic partnerships with its dealers to increase retail sales and customer satisfaction.