Marketing


Shifman Reinvigorates The American Heritage Collection With A New Marketing Program By Chris Schriever


Shifman Mattresses has powered up its American Heritage line with increased mar- keting support and enhanced style. With the goal of driving store traffic for its retail part- ners, the luxury mattress maker has expand- ed the program for the 10-bed collection to include co-op dollars for print, radio, TV and direct mail advertising. The newly upgraded program provides cu- rated advertising asset packages, a refreshed and structured


promotional calendar and


more engaging training program for products and selling skills for any level. The market- ing assets include a selection of images and publish-ready layouts for print and social me-


dia, as well as in-store materials. Shifman re- tail partners can also access valuable content through the customer portal on the compa- ny’s redesigned website. “We recognize the growing challenges


for brick-and-mortar retailers and sales as- sociates, so we made changes to American Heritage that can make the biggest impact— advertising and promotion to drive traffic year-round and easily digestible training that can be immediately put to use on the floor,” said Shifman President Bill Hammer. In addition to the marketing boost, the styl- ing for the American Heritage line has also been enhanced. It now features a more con- temporary cover in luxurious Belgium Dam-


ask, offering a higher-end look and feel while still maintaining its accessible luxury price point. Premium models are foam-encased for a firm seating edge and more tailored bed profile. Shifman also added a new mattress to the collection to give retailers more mer- chandising options in mattress feel and criti- cal price points. The American Heritage collection in- cludes 10 quilted or hand-tufted models of two-sided construction, natural cotton comfort layers and individually wrapped coil system. All models are compatible with ad- justable bases and range from $1,799 to $9,699 in queen at retail. Visit shifman.com


12 Sleep Retailer / Spring 2021


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