Ecomdigest Bedding - 09.05.2024

Mattress Firm Partners with DoorDash, Top mattress stocks to watch, and TikTok x Amazon’s shopping partnership

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Ecomdigest
September 05, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

IKEA

IKEA has just dropped a bombshell in the world of sleep-deprived Singaporeans with their latest creation: the RESTEN bag. This isn't just any bag; it's a pillow masquerading as a bag, or maybe it's the other way around. Either way, it's a genius move for a country that ranks third in the world for sleep deprivation. Partnering with The Secret Little Agency, IKEA has reimagined their iconic blue FRAKTA bag into a padded, comfy, makeshift pillow. Because, let's face it, when you're running on fumes, you need to catch those Z's wherever you can.

The RESTEN bag will make its grand debut at IKEA's RestFest, a three-day event in Singapore's Jurong, Alexandra, and Tampines stores. This festival of sleep, rest, and relaxation activities is IKEA's way of saying, "We get it, you're tired. Let us help". Caroline Ng, IKEA Singapore's marketing manager, couldn't have put it better: "Sleep is crucial, and rest is often overlooked. Our new campaign, 'Leave the rest to IKEA' kicks off with RestFest and the RESTEN bag, reminding us all to take a breather".

So, if you're in Singapore and feeling the weight of the world on your shoulders, head over to IKEA's Instagram or the RestFest event from September 6-8, 2024, to snag your very own RESTEN bag. Because sometimes, you just need to leave the rest to IKEA.

Mattress Firm and DoorDash have teamed up to offer two-hour, on-demand delivery from over 2,300 U.S. locations. This service, ideal for college students during the back-to-school season, includes real-time location updates via the DoorDash app. DashPass members benefit from waived delivery fees and reduced service fees. This partnership aims to meet modern consumer expectations for quick and convenient shopping experiences.

The mattress industry is evolving with e-commerce growth and direct-to-consumer brands. Despite economic uncertainties, investing in select mattress stocks like Sleep Number, Leggett & Platt, and Tempur Sealy could be profitable. These companies offer unique market positions and potential for value investors, despite the industry's volatility.

Performance Platters 🍽️

FOSPHA

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

To learn more about the current measurement challenges and emerging solutions in this evolving landscape, read the full article here.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

Industry Appetisers 🥨

ANDMORE announces April Buying Week, merging Atlanta Apparel, Formal Markets, and Spring Market Gift & Home into a single event from April 1-4, 2025, at AmericasMart Atlanta. This new format simplifies the buying process, offering access to nearly 950 permanent showrooms and 400 temporary exhibits.

The International Casual Furnishings Association has honored nine manufacturers for exceptional outdoor furniture and decor design. Winners include Pavilion's Luma Chaise Lounge and Summer Classics' Palma Bar Stool. The top awards, including the Lillian B. Winchester Best of Show, will be announced at the ICFA awards party on September 17.

Jim Shreve, former CEO of Baccarat, acquired DeVine Corps and rebranded it as Maison3Amis. With partners Mark Brashear and Sally Burnside, Shreve is revitalizing the luxury tabletop distributor by focusing on brand positioning, inventory management, and customer engagement. The company aims for significant growth and innovation in the industry.

Ecomdigest is a Contentive publication in the DTC Ecommerce division