MARKETING


Restonic Launches Media-Rich, Mobile-Based Retailer Toolbox By Gretchen Kast


Restonic has unveiled its newly designed retailer toolbox, BrandCentral.com. Originally launched in 2010, the site has been reengineered to deliver an Amazon-esque, mobile responsive digital shopping experience to retailers.


“Digital marketing has changed the way we do business and to better service our retail partners, we took a page out of Ama- zon’s playbook,” said Ron Passaglia, Restonic President and CEO. “As a company, Restonic invests heavily in supporting its retail part- ners’ success strategies, bridging the gap between manufacturing and merchandising to deliver a consistent brand experience. Our new BrandCentral is a real-time solution that addresses real retail challenges.” The reconstruction of BrandCentral stemmed from a vision of creating a unified ecommerce platform for retailers, offering instantly synching shopping carts in a mobile-responsive environ- ment. By providing a seamless fulfillment ex- perience between retailers and manufacturer, Restonic aims to help amplify retail advertising efforts to the end-consumer.


The new site furnishes a custom- ized-to-the-user experience while deliv- ering quick access to valuable industry research, essential digital marketing strat- egies and effective promotional campaigns. In addition to offering upgraded person- al security for users, BrandCentral now makes its easier to access any asset from the site (with less than three clicks from search to download) and allows for storage of personal shopping preferences to make reordering simple.


“Supporting our retail partners to better


reach today’s demanding digital consumer, we needed to ensure the engine powering this tool was optimized as well, which is why we adopt- ed a structured data model,” said Julia Rosien, Restonic Brand Director. “Our research prior to launch provided insights on the diversity of key- words being used and search patterns to allow us insights into an opportunity gap. In the end, we have a powerful tool that will make all of our brand assets much easier to find and use.” Visit restonic.com


Beautyrest Celebrates National Training Month With Updated SleepSells Training Website By Christopher Schriever


Beautyrest is hosting its second annual National Training Month, an April campaign focused on educating RSAs about key industry topics in advance of the Memorial Day holiday. Most of the campaign content will be housed on its SleepSells website, which serves as a top online training destination for RSAs. “National Training Month provides RSAs with resources and content that will position them for success as we head into the most important selling time of the year,” said Mi- chelle Montgomery, Beautyrest Vice Presi- dent of Marketing Communications. “Last year’s program proved very effective at get-


16 Sleep Retailer / Spring 2017


ting RSAs ready for the bedding industry’s busy season and we’re excited to build on that momentum in 2017.” Following the launch of the 2017 Nation-


al Training Month webpage, Beautyrest will be rolling out new training-focused content throughout April. RSAs who have registered for SleepSells will receive emails dedicated to the campaign that will be accompanied by online and in-store educational efforts on new product lines, customer issues and common questions. This month also marks the second anniver- sary of SleepSells.com, which will be adopt- ing a new design for enhanced functionality and exploration in May. In addition to a sim-


plified registration process and more robust profile capabilities, the new site will feature improvements to site speed and the addition of comment notifications.


“In just two short years, SleepSells has grown to be an integral part of our RSA ed- ucation program, and there’s no doubt it has had a positive impact on the retail sales floor,” Montgomery continued. “Since April 2016, we’ve seen increases in page views, the length of time on site and the number of pages per session. With the upcoming SleepSells en- hancements slated for May, we expect to see further growth over the course of 2017.” Visit beautyrest.com and sleepsells.com


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