As part of a year-long celebration of its flagship Back Supporter® brand announced in January, Spring Air International is launching in Las Vegas a new series of hybrid Back Supporters and a hard-driving retail promotion built around three other aggressively-priced flagship models.
The company has planned live demonstrations in its showroom that will demonstrate the significant difference in pressure relief between its patented, Back Supporter multi-level coil unit and conventional coil constructions.
“Our overriding theme in 2013 is to leverage the growth, success and brand strength of Back Supporter products around the world,” noted company president Rick Robinson.
“This market we’re focusing on the “Ultimate Back Supporter”—our Sleep Sense™ line, on validating the superior performance of its design and on accelerating the traffic, sales and profits of retailers that promote and sell Back Supporter products.”
The company’s new Sleep Sense hybrid collection includes five models with encased-coil cores that feature the company’s proprietary multi-level unit design. The beds use varying combinations of latex, gel memory foams and premium poly foams in the recessed zones of the proprietary coil cores. Each Sleep Sense model also uses a gel memory foam layer near the surface of the bed for a cooler sleep.
Carrying 20-year full warranties, the all foam-encased collection includes smooth tops, Eurotops and luxury top designs with a choice of comfort at the $999 level. The national line models are dressed in quilted, patterned knits in contemporary plum and cream colorations.
The Sleep Sense hybrid beds are also the first Spring Air products to leverage Wright Global Graphics’ RetailLive program, which uses image recognition technology to enable consumers to download a producer’s interactive message using their smartphones or tablets.
Consumers using the technology featured on Sleep Sense point-of-sale materials will access an animated short video on the features and benefits of the line. The video also will be shown in the company’s market showroom and posted to www.springair.com.
Also on Spring Air’s Las Vegas agenda is the introduction of a major Back Supporter “Mega Sale,” piloted earlier this year and now ongoing at retailers on both coasts.
The national promotion involves three flagship models that use the company’s premium Back Supporter unit and quality comfort fills. A Spring Air-branded entry level bed is also part of the event.
Available in a variety of comfort levels and styles—including a Euro-style model at the top—the four Mega Sale beds are set to retail at aggressive price points.
“Although this is designed as an in-and-out promotion, many dealers are making permanent placements of these Back Supporter models,” Robinson said.
“Consumer recognition of the Spring Air brand, combined with the strong value pricing and hard-hitting support materials developed for the Mega Sale, have already generated a lot of retailer interest and success with the event.” Back Supporter Mega Sale promotional elements include a complete top-of-bed program, retail ad elements, in-store signage and posters, plus outdoor standees to flag shoppers.
For more information, visit www.springair.com.
About Spring Air: Founded in 1926, the company helps retailers drive business while leveraging the reputation for trust and integrity inspired by its name. Spring Air is a Top 15 U.S. bedding producer and a consumer-recognized brand. The company has 12 North American facilities and operates in 33 other countries across the globe.