August 18, 2022
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Casper Shifts Gears To Focus On Profitability
What the brand’s bumpy road says about the mattress industry – and where the next big disrupter will be.
Casper Sleep recently announced a new shift in strategy, returning to the private company structure and focusing on becoming profitable after years of financial challenges. Speaking at a retail conference in Boston last week, CEO Emilie Arel outlined a new “culture of frugality” that will drive the brand moving forward, saying, “We’re not in the business of not making money anymore.” More than just a newsworthy update, the company’s strategic moves reflect the changing tides of the mattress industry—and underscore the waning impact of the online-only sales approach. As Casper reverses course and embraces many of the same traditional methodology that it once eschewed, the question for the bedding retail market becomes: what comes next?
Mattress Promotions That Attract Consumers
How to craft advertising messages that drive consumers in-store to buy.
When it comes to helping consumers navigate the mattress shopping experience, advertising messages work. Even at the height of the pandemic, when an unprecedented number of people were buying new mattresses— advertising still played a key role in the decision making process, especially when it came to when and where to buy. In a recent research study of consumers who purchased a new mattress in the last two years, Colonial LLC found that more than half the respondents (56.1%) said advertising “very much” influenced their mattress buying decision—and 71.8% said that the Internet is their primary advertising source. So what sort of advertising messages are resonating the most?
The Connections Between Sleep Temperature And Dreams
When it comes to dreams, it can often feel as though there’s no rhyme or reason to how our brains operate when we go to sleep. Dreams can feel cathartic, disturbing, interesting, exciting and even neutral—and many times we forget we even had them. But it turns out that temperature can have a major impact on how we dream and potentially what emotions our dreams elicit.
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