Serta’s New Product Updates Boost Brand Loyalty

Serta is helping its retail partners boost their mattress sales this summer with its latest iComfort gel memory foam and iSeries hybrid mattress collections, new online shopping tools, and the launch of its VIP Rewards consumer loyalty program.

Inspired by the company’s own consumer research, Serta is unveiling updates to two of its most popular collections. Their research indicated that mattress shoppers often feel overwhelmed during the shopping process. It also showed that mattress shoppers want to build personal relationships with the mattress brand they select.

“We have always believed that our product innovations and shopping tools should be designed around the consumer need, which is something that is continuously changing as new technology emerges,” says Andrew Gross, senior vice president of marketing for Serta. The updated collections were inspired by the company’s own consumer research, which indicated that mattress shoppers often feel overwhelmed during the shopping process, but want to built personal relationships with the brand they select.

First introduced by Serta in 2011, the iComfort Sleep System featured memory foam infused with Serta’s MicroSupport gel. Then, in 2012, Serta introduced its iSeries collection of hybrid mattresses, which combined the same gel memory foam with an advanced innerspring system.

Serta is now unveiling the all-new iComfort and iSeries models for 2014, which boast more innovations designed to provide enhanced cooling comfort and targeted support for a rejuvenating sleep experience. All of these new mattress models feature Cool Action Dual Effects gel memory foam—Serta’s latest breakthrough in gel memory foam technology. This material combines two types of gel, giving consumers up to 25% more gel than the original formula, providing the enhanced cooling comfort and added support where it’s needed most.

“While some mattress shoppers are interested in the benefits of an-all foam mattress like iComfort, we know that others want the feel of a more traditional mattress construction, which is why we introduced iSeries,” says Gross. “Our new iComfort and iSeries collections now share similar features and price points, so consumers can easily shop both collections and find the type of mattress and level of comfort that’s right for them.”

All iComfort and iSeries mattresses are compatible with Serta’s adjustable foundations for a completely customizable bedroom experience. Shoppers can choose from a variety of models, including Serta’s most advanced Motion Custom which includes features such as Bluetooth connectivity to pair the base with consumers’ smart device, a wireless backlit remote, USB power ports, variable massage options and wireless speakers.

Serta’s new iComfort gel memory foam and iSeries hybrid mattresses are now available at Serta retailers across the United States.

As an added sales tool, Serta is also introducing VIP Rewards, the company’s groundbreaking new consumer loyalty program that lets new mattress purchasers earn up to $1,000 towards their next mattress purchase. Customers who buy iComfort and iSeries mattresses as of May 2014 will earn $100 per year for up to 10 years to be used towards the purchase of a future Serta mattress. At no additional cost to the retailer, RSAs can direct customers to Serta’s website to register for the program. Once registered, customers can redeem their earned dollar value as soon as 120 days after purchase and they will also receive exclusive third party offers as a gesture of appreciation for their loyalty to Serta.

“We heard from consumers that they are interested in building relationships with brands they believe in, so we have developed Serta VIP Rewards as a direct answer to that request,” said Gross. “The program gives us a way to thank consumers for their loyalty, provide them with ongoing communication touch points from our company, and give them rewards towards every new Serta purchase.”