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COVER STORY


there, the company implemented new product development practices to engage both custom- ers and consumers for feedback. This collabo- rative approach ensures that the products Cor- sicana sends out to market actually fill the need gaps identified by the segmentation research. Through these processes, Corsicana re- fined its low-cost collections—Sleep Inc. and American Bedding—and developed new product options that would hit different price points and connect with new consumers. First, the Renue Collection was designed to target the “healthy sleep fanatics.” Made with copper-infused foams, it delivers a powerful antimicrobial story in addition to centering around the rejuvenating health benefits as- sociated with a good night’s sleep. But it’s the NightsBridge Collection that really crystallizes the new ethos of Corsicana. Targeting the “ultimate comfort-driven con- sumer,” this line offers high-end features that have traditionally been associated with luxury pricing—including gel-infused memory foam, responsive SensICE covers and microcoils—at a much more approachable price point. “You couldn’t buy a bed with micro-coils for under $2,000 a couple of years ago,” Loomis ex- plains. “Now we have them in beds that retail for $799 or $599 even.” But the lower price tag for consumers doesn’t mean a loss for re-


12 Sleep Retailer / Summer 2020


tailers—in fact, the company assures that high- er retail margins are built into its programs. Initially intended to be a three year product


roll-out, the company was able to achieve all of its goals in just 16 months—putting Corsicana in a unique position to tackle the challenges posed by the shut-down caused by the coro- navirus pandemic. While a lot of bedding man- ufacturers were sent scrambling as brick-and- mortar stores closed, Corsicana already had the right programs and shipping infrastructure in place to support retailers switching gears towards ecommerce.


Over the past two years, Corsicana has outfitted three of its facilities with new com- pression pack equipment. And in January, it launched 25 boxed bed options across all brands and price points—creating a new level of differentiation within its offerings and the boxed bed category itself. The growth of ecommerce and boxed delivery has certainly thrown the industry into flux over the past decade. But more recently, brands that were once considered disrupters are now discovering the limits to their relevance. “The bed-in-a-box came on very strong only to find out that if you don’t have a vastly differentiated product solution, you can’t make money,” Thompson explains. “Salient differentiation creates margin oppor-


tunity, which puts you into a virtuous cycle of growth and development as a company.”


Lean Deployment Keeps Value High And Prices Low


In addition to the product launches, Corsi- cana also unveiled new shipping and market- ing options in January. The company can now take an order from anywhere in the country and ship the mattress to the customer’s store, the consumer’s home or any other location. And each collection comes with a host of dig- ital assets—videos, images and copy—for any retailers looking to enhance or launch their own ecommerce operations. “Our bed-in-a-box offerings gave us a value-added solution for our retailers,” says Baartmans. “We’re ready to help them if they already have ecommerce solutions or if they’re new to it. We give them turn-key solu- tions from opening price point up to a luxury product line. We have a variety of offerings for any of our retail partners and we’re ready to ship. We have digital assets ready if they need that to set up their ecommerce site. If they aren’t already set up for an ecommerce business strategy, and they’re in need of con- sulting, we’re here for them as well.” The key to offering luxury, differentiated features at such affordable prices is one of


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