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Marketing


Serta Simmons Springs Forward With A Bold Launch By Gretchen Kast


Serta Simmons Bedding has unveiled a radical relaunch of its Simmons brand. Using robust re- search and strong consumer insights, the com- pany reimagined the 150-year old legacy brand for a world where beds come in boxes, quick- ship is demanded and life stages rule consum- er mattress purchasing decisions. With two new mattresses and a bold new marketing campaign, Simmons has been reinvented as a playful, val- ue-priced “first-mattress”—designed specifically for the way Gen Z and Millennials shop today. “The market has been disrupted based on consumer shopping preferences for simpler choice and desired convenience,” said Mela- nie Huet, chief marketing officer of SSB. “With our expertise in product design and technolo- gy, we are now disrupting those disrupters and re-establishing our brands as the undisputed leaders in delivering a great night’s sleep for every consumer, at every price point and through every retail channel.” The new Simmons products combine the brand’s proven design, technology and cooling


expertise, with the convenience and unboxing fun that today’s younger consumers desire. “Gen Z is constantly breaking the rules set by previous generations,” Huet continued. “The new Simmons line offers these disruptors a quick-ship, value-priced crash pad built for the way they live.” After debuting two offerings in early De-


cember, the full line will be rolled out with key retailers in January, with prices starting at $299 for a Memory Foam Queen and $349 for a Hybrid Queen.


Serta is also rolling out a fun new branding initiative throughout the first quarter of the year. It includes a new interactive winking eye logo, which will be featured on the brand’s website, retailer partner sites and on product packaging. A robust collection of banner ads and social content will fuel the brand’s ‘Just for Fun-ZZZ’s’ campaign, including entertaining videos, catchy sleep phrases and engaging in-bed games. “I’m particularly pleased with the social ex- perience we’ve created for the new Simmons brand,” said Huet. “We’re showcasing how de- lightfully different we are when compared to the greater mattress market and recognizing how our target consumer wants to live more than they sleep. Followers will be excited to find bed hacks, jumping on the bed techniques and recipes for eating in bed—all which helps them break the sleep rules of the past.” By March, Simmons plans to launch its own


DTC website, designed to inspire Gen Z and Millennials to continue to bring the ‘Fun-ZZZs’ back to sleep. Visit sertasimmons.com


Shifman Launches New Strategic Plan


By Chris Schriever Shifman Mattress is kicking off the new year by introducing a new strategic plan aimed at reenergizing the company and delivering more support to its retail customers. In ad- dition to providing an improved RSA training program, streamlined onboarding experience for new retail partners, the new plan also in- cludes elevated marketing assets such as new artwork and printed collateral. “Our new and strengthened leadership team


is poised to implement a strategic plan that includes enhancing support for our existing customer base, expanding our footprint


in


targeted areas and rolling out our corporate rebrand,” said Bill Hammer, Shifman president.


14 Sleep Retailer / Winter 2020


Under the direction of Hammer and General Manager Phil Zucker, the Shifman leadership team is focused on delivering en- hanced marketing support for all of its re- tail partners. In recent years, Alison Minella, Shifman marketing director, has spearhead several corporate initiatives including the development of elevated brand positioning, retail advertising and refining the aesthet- ic design of new products. She has also strengthened the company’s social media content and engagement.


Recently hired as the National Sales Di-


rector, Lisa Frey is leading the external sales team to expand distribution and grow the Shifman brand among fine furniture and mat-


tress retailers. She will also be the driving force behind new sales training, communica- tions and advertising initiative implementation for Shifman’s retail partners. Visit shifman.com


Using the MULTIPLE SLEEP LATENCY TEST, researchers have found that, on average, it takes a person between 10 and 20 minutes to fall asleep.


Sleep Fact Brought To You By Reverie


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