COVER STORY


want to do—then we pivot and help them figure that out first.” While the stories may vary, the underlying goal is to identify a niche and really zero in on it. Rather than boxing the retailer in, this type of focused approach is necessary for the on- line space because it helps them differentiate themselves in a crowded marketplace—and minimizes confusion for the consumer. Once the niche has been identified, South Bay is able to build out all the different pieces of the program. The company touts a verti- cally integrated approach, with one manufac- turing facility in Southern California and its own foam factory in Jiaxing, China. Between these two facilities, South Bay has been able to consistently grow and meet all of the de- mands of the marketplace. In fact, this struc- ture allowed it to elude many of the supply chain issues other companies have been struggling against over the past few months. In addition to mattresses, South Bay also


offers an array of accessory products, includ- ing adjustable bases, pillows, toppers and sheets. Working with one company to handle all of these different categories makes it even easier for the retailer to maintain that level of cohesion—each accessory can be designed to tie back into the story of the collection. It also simplifies the fulfillment process, as all the products in the program can be delivered to the consumer together at once. It’s these types of logistical considerations that elevate a standard ecommerce program into something more. How will inventory be handled? Delivery? And what about returns? Serven understands that these decisions are not only crucial to the retailer’s operations— they contribute to the overall buying experi- ence for the consumer as well. “So from an ecommerce perspective,


you’re balancing: how do we give them the experience they want, give it to them at the price they want and get it to them as fast as they want it?” she explains. This is where that adaptability once again comes into play. Not long ago, all of South Bay’s products were sent to the consumer via white glove delivery. But over the years, the company began hearing more and more from retail partners looking for threshold de- livery options. And so, South Bay switched gears. Today, 95% of its products are deliv-


ered via FedEx, which is both quicker and more affordable than white glove. The com- pany ships directly from its California facili- ty, delivering anywhere in the country within five to seven days. Operating with just one distribution point allows South Bay to better manage costs and quality control, for both the products themselves and how they get to the end consumer. But switching to faster delivery does not


mean South Bay stopped thinking about the fulfillment experience. The feeling the con- sumer has when their new mattress shows up at their door often shapes their impres- sion of the product and the brand. This is es- pecially true at this moment in time, as con- sumer sentiment has changed in response to the pandemic. “Right now, you’ve got this pent-up feeling


of people being at home, people feeling all of this chaos and craziness and not feeling good about things,” Serven explains. “So when they do make a purchase and spend money on a furniture product, a mattress, an adjustable bed—they want it right away. They don’t want to wait four to five weeks;


they want the immediate gratification for the money they spent. I think that, as a collec- tive, we’re looking for soothing right now. And, good or bad, when consumers buy things, they’re looking for a feeling that’s going to come with that purchase. When it shows up at their door, you want them to feel like they’ve made a good decision.” Things like product packaging contribute to that feeling—as does customer service. And what works for one retailer’s end-con- sumer base may not work as well for an- other. Being able to carefully curate and adapt its strategies to each unique audience has allowed South Bay to offer its partners next-level support. Above all else, the company is committed to helping each retailer fulfill the vision of their brand while also meeting and exceeding the needs and wants of consumers. Using the tools it has developed and optimized over more than a decade in ecommerce, South Bay is able to not only help its retail partners weather the challenges of today—but prepare themselves for a stronger future. Visit southbayinternational.com


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