Marketing Tempur Sealy Delivers Retail Support For Today’s Changing Market


By Gretchen Kast Tempur Sealy is leveraging its expertise to help retailers face the ongoing challenges of the COVID-19 pandemic. The company re- cently introduced its Clean Shop Promise, a new set of protocols to help retailers safely re- open their stores. And as more retailers look to expand their ecommerce offerings, Tempur Sealy has also introduced the Retailer Affili- ate Program—a turnkey solution that includes a suite of compressed products and market- ing assets. With these new programs in place, Tempur Sealy is doing its part to support retail- ers as they adapt to today’s “new normal.” From the onset of the pandemic, safe- ty was a primary concern for Tempur Sealy. After temporary closures, the company wel- comed customers and associates back into many of its branded retail stores at the end of May. In order to do so safely, the company built upon its robust consumer insights and global industry experience to develop a se- ries of safety protocols it calls its Clean Shop Promise. Now available to all of its third-party retailers as well, this holistic set of guidelines and non-branded assets aims to help retail-


ers create a clean and comfortable in-store experience for their customers. Designed to supplement retailers’ exist- ing policies and procedures, the Clean Shop Promise offers a wide range of in-depth training materials, informative digital content, eye-catching signage and protective materi- als like mattress and pillow shields. It breaks down the process into three steps. First, “ele- vate your existing in-store policies and proce- dures using our guidance and tools.” Second, “activate new policies and procedures through new materials, training and tracking.” And final- ly, “communicate new policies and procedures to consumers to instill trust and drive traffic.” The training materials cover a variety of topics, including guidance on limiting associ- ates’ direct contact with customers, tools that reduce the time needed physically in the store, expanded methods for store cleaning and new fulfillment procedures like the option of threshold delivery. These insights are available through a number of different deliverables— including daily checklists, RSA conversation guides, progress tracking tools and more. Tempur Sealy is also helping retailers commu-


nicate these procedures to their customers via in-store signage and a selection of digital con- tent, including eblast templates, digital display assets and social media video scripts. Tempur Sealy is also supporting retailers’ through its new Retailer Affiliate Program—a suite of compressed and boxed products and marketing assets. As the demand for online shopping has been accelerated by the pan- demic, this program was designed to be a turnkey ecommerce program that helps drive sales with no investment in inventory required. “One of our strengths is our powerful om-


ni-channel distribution model, which allows us to reach consumers wherever they want to shop,” explained Scott Thompson, Tempur Sealy Chairman and CEO. “We see consum- ers shopping both online and in-stores. While it is early, stores that have re-opened are generally experiencing strong closing rates with reduced traffic. As more third-party retail locations open and we leverage our Clean Shop Promise protocol, we expect that traffic will continue to increase as consumers seek to experience our products first-hand.” Visit tempursealy.com


14 Sleep Retailer / Summer 2020


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