Product Focus


Ecommerce Programs To Implement Right Away


By Elaina Hundley As more and more brick-and-mortar retailers look to supplement their in-store business with online options, turn-key ecommerce programs are essential ways manufacturers are supporting their partners. From innovative products, engaging digital marketing collateral, direct shipping and easily-integrated microsites, these bedding brands are making it easy for retailers to get online and seamlessly offer their customers superb products safely and conveniently.


1 MLILY


In addition to offering a well-rounded se- lection of products that can be sold online, including boxed beds, pillows and its Pow- erCool sleep system, MLILY USA supports its retailers by providing them with a full li- brary of digital marketing assets. Using its MLILY store in Knoxville, Tennessee as a retail lab to help test product design, the company offers a range of ads and oth- er POP materials through its online and in-store assets portal. MLILY helps drive traffic to the stores of its retail partners by maintaining a robust store locator with


enhanced search software on its newly redesigned website. The company’s sales and marketing team works closely with new retailers to ensure they have the training, detailed product specifications and any ad- ditional digital assets they need to launch the program. No need to manage logis- tics either, MLILY takes the reigns: once a consumer makes their purchase, MLILY customer service issues a tracking number within 24 hours and the team will ensure that the order is delivered to the customer’s home within two to three days.


2 14 Sleep Retailer / Fall 2020


2 Corsicana Taking a consultative partner approach to ecommerce solutions, Corsicana’s sales rep- resentatives actively participate in the plan- ning and implementation process. While the company is not in the business of building websites for retailers, it can recommend dig- ital partners to help retailers establish their own ecommerce platforms—and makes nec- essary digital assets readily available for use once the site is set up. These assets include lifestyle product images, close-up, detail pho- tos and silhouetted shots. Corsicana also supports its boxed bed programs with brand


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videos for use on retailer websites and social media. Additionally, the company supplies its partners with a wide selection of other mar- keting collateral including catalogs, detailed product sheets highlighting hand craftsman- ship and its “Made In The U.S.” messaging. From the affordable luxury NightsBridge line to the opening price Sleep Inc. collection, all Corsicana brands come boxed in order to address the increased desire for easy, con- tactless delivery to the consumer—and the company ships the products directly to each customer’s home for its retail partners.


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