drawing the consumer in and driving them to really interact with the products. The goal for the POP was to simplify the sales process by engaging the customer through retailer- friendly packaging that is both eye-catching and easy to understand. Each set comes in round, tubular packag- ing—a unique shape unlike any other sheet collection on the market. Beautiful, colorful graphics immediately draw the customers in, before presenting them with easy-to-read information (size, style, color) on the box. Each set includes a fabric swatch right in the bottom of the packaging, allowing the consumer to directly interact with the sheets in-store. PureCare heightens this experience by incorporating a piece of foam beneath the swatch to mimic the way the product will feel on a bed. PureCare has further enhanced this strik- ing packaging with a diamond shape case that offers 360-degree views of the product. This structural type of display not only cre- ates a dramatic statement, but also allows the consumers to see all of the packaging details—the shape, the graphics, the fabric swatch—instantly. “We continue to understand how impor- tant it is to make an impact on the retail en- vironment,” Bergman explains. “Instead of the customers coming into a sleep shop and thinking, “Well I can get sheets anywhere”— the goal was to really draw them in with a unique story.”
The “Elements” collection gives the retail- ers something brand new that really stands out—engaging the consumers in a conver- sation about wellness that leads them to the rest of PureCare’s full portfolio. This is effec- tive because of the company’s comprehen- sive approach to product development. With every new introduction, PureCare
looks at how it fits into a larger program: none of the products exist within a vacuum. Individ- ually, each offering fills a specific consumer need—but they also work together to create a comprehensive “health and wellness” story. “PureCare creates a totally healthy sleep environment,” he continues, “offering many
different touch points that help retailers add value, sell more and really make an impact.” Multiple touch points for consumers mean
more possibilities for retailers. By creating new collections that fit within a clear over- arching brand program, PureCare simplifies the retail process and boosts sales. In doing so, PureCare has successfully made bedding accessories bigger than just an “add-on” purchase. The company offers a complete product line: from pillows to pro- tectors to now sheets. Together, they create a “PureCare Wellness Package” that retailers can easily communicate to their customers. The “wellness” goal goes beyond natu- ral or performance-based products. “We’ve found that for most consumers, the ‘natural’ story compliments their purchase, but does not drive it,” Bergman explains. Instead, Pu- reCare makes a point to be as environmen- tally responsible as possible, incorporating natural elements into its products to offer the consumer real tangible health benefits. “’Performance’ is a want,” he continues. “‘Wellness’ is a need.” In today’s busy world, customers are in-
creasingly seeking out products that offer distinct health benefits. As the company continues to expand, PureCare is pivoting from an industry-facing manufacturer to become a consumer-recognized bedding brand. “We have a concept of wellness on our hands that’s going global,” says Berg- man. “It’s time for us as a brand to start con- versations with the consumer.” It’s still only the beginning for PureCare. Following its official rebranding—the compa- ny is yet again embarking on another 5-year plan, which is focused on rapid growth. In the past few months, there have been new hires across multiple departments from sales and marketing to product design and busi- ness development to help achieve this goal. “Our main focus is to benefit more
bedrooms with life enhancing wellness products,” Bergman explains. “We want to be the ones setting the trends, taking chances and pushing the limits.” Visit
purecare.com.
bedroomretailers.com 9
“PureCare creates a totally healthy sleep environment, offering many different touch points that help retailers add value, sell more and really make an impact.”
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