Ecomdigest Bedding - 10.24.2024

PLUS: Bensons & GenM Team Up for Menopause Sleep Solutions

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 👑

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Comfort Picks 🛌 

DreamFit

DreamFit, a leading top-of-bed manufacturer, is making waves at the Fall High Point Market with its innovative collection of mattress protectors tailored for American Leather's sleeper sofas. This launch follows the successful introduction of custom-made sheets for the same line last spring, marking a significant expansion in DreamFit's offerings. The collaboration with American Leather has proven fruitful, with dealers eagerly requesting more products after experiencing the initial custom sheets. Chris Taheny, DreamFit's senior vice president of sales, highlights the dual benefits of the new DreamCool mattress protector, which not only fits the exact specifications of American Leather sleep sofas but also regulates temperature and moisture, ensuring a clean and sterile environment for users.

In addition to mattress protectors, DreamFit is showcasing its Enhanced Bamboo sheet sets, featuring over 25 SKUs designed to accommodate various sofa styles and sizes. These sheets, produced domestically in Alabama, are available in white and are set to be a highlight at the High Point Market. The suggested retail price for a queen-sized sheet set is $299.97, while the mattress protector is priced at $139.97.

American Leather, based in Dallas, is renowned for its innovative designs, including the Comfort Sleeper, which is celebrated for its comfort and space-saving features. All products are manufactured in the U.S., offering a wide range of customization options, and are delivered within four weeks.

Bensons for Beds partners with GenM to promote menopause-friendly products on World Menopause Awareness Day. Their iGel NanoTech Graphene Mattress, accredited with GenM's MTick, aims to improve sleep for menopausal women. This collaboration enhances product visibility and supports GenM's campaign, addressing menopause-related sleep issues like night sweats.

Silentnight achieved significant revenue and profit growth, with revenues rising to £143.8m and pre-tax profit reaching £10m. The company attributes success to strong consumer trust and contract division demand. Investments in R&D and advertising support future growth, positioning Silentnight and Sleepeezee as market leaders in trusted sleep solutions.

Dura Beds has acquired the UK license for Mammoth's beds and mattresses, enhancing its market reputation. Celebrity Motion Furniture retains the motion seating license, while Cambridge Sleep Sciences gains global rights for the SmartPillow. Blue Dragon Assets Ltd. now holds global rights to Mammoth Sit & Sleep.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division