Ecomdigest Bedding - 10.31.2024

Shoptalk Fall insights and Paramount's luxury sleep innovation

Author

Rachael Kennedy
October 31, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 👑

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Comfort Picks 🛌 

A UK watchdog has taken mattress seller Emma to court for allegedly misleading shoppers.

The Competition and Markets Authority (CMA) began investigating the retailer two years ago, raising concerns over its sales practices - such as the "countdown timers" used to encourage customers to buy items before the sale runs out.

The CMA found that although Emma's website claimed to show extensive discount offers, in reality just a fraction of the products were ever sold at full price - to the extent where the idea of it being a sale was misleading.

The retailer is one of the UK's best-selling mattress brands.

Paramount Sleep Company is making waves at the 2024 Fall High Point Market with its luxury sleep products. These mattresses, crafted from natural and sustainable materials, use locally sourced Virginia cotton. Paramount has set itself apart as the first domestic manufacturer to do so, celebrating its rich heritage in mattress craftsmanship.

The new Paramount Collection features premium materials like silk-wool cashmere blends and GOLS certified latex, offering enhanced support and durability. Retailers can explore the refreshed HD Super Duty series and the Hypnos Wool Series, which emphasize sustainability and ethical sourcing.

Mlily USA introduces a new bedding essentials line at High Point Market, aiming to boost retailer sales by offering complete sleep systems. The collection includes pillows, sheets, duvets, and comforters, enhancing consumer sleep environments. Expansion plans continue through 2025, aligning with new mattress collections launching in January.

The WinkBed Plus has emerged as a top choice for sleepers over 250 lbs, offering excellent support and spine alignment. Its design includes anti-sag foam, latex, and supportive coils, making it ideal for back pain relief and superior edge support.

However, its firmness may not suit lightweight individuals.

Key features include a moisture-wicking Tencel cover, zoned latex for pressure relief, and a 3-Step Back Relief System. While it excels in support and temperature regulation, the mattress is heavy and may have slight motion transfer.

Split-head mattress sales are surging as consumers embrace adjustable bases, offering retailers a profitable upsell. Bedding Industries of America highlights this trend, showcasing innovative models at the High Point Market. These mattresses feature advanced materials for comfort and convenience, promising continued growth in this evolving market segment.

Performance Pulse 📈

AB testing is crucial for optimizing marketing strategies by comparing campaign variations to identify effective elements. Testing variables like message tone, send time, and imagery can significantly enhance engagement and ROI. Implementing best practices ensures data-driven decisions, fostering growth and innovation in SMS and email marketing.

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Ecomdigest is a Contentive publication in the DTC Ecommerce division