(Sponsored Content) The mattress market in the US is a 15 billion Dollar industry, and it’s changing rapidly due to companies such as Casper or Tuft & Needle. When once upon a time the mantra was, “No one will ever buy a mattress online.” The consumer mindset has changed, negating those words.
Buying a mattress used to only take place in a bricks-and-mortar environment. And let’s face it; often the purchasing experience was nothing short of frequenting a used car dealership. In short, not something one wants to do on a Saturday morning with the kids.
Currently, more and more specialized mattress websites are popping up, bringing the article online. Often, they are using more innovative ways to present the mattress and its unique advantages, allowing for the consumer to correctly identify which one is the right one for them. Hand in glove come the information sites. When a first-hand comfort experience in the form of physically testing the mattress in a shop was the only way to go, a potential customer can now visit https://www.topmattress.com for example and get all of the information they require.
What else is happening?
- For one, thanks to developments in technology and logistics certain mattress e-tailers can deliver the same day the consumer made the purchase order. This is better than going to a store and a lot less hassle.
- Another phenomenon is ‘squishing.’ Thanks to going all in on memory foam as the basic format, mattresses can be sized down until they fit into a box that is not much larger than a filing cabinet. Consequently, shipping is easy for the supplier and the delivery is stress-free for the consumer. Not only is this easier and less stress involved, but also most people can remember lugging that cumbersome and large mattress up a flight of stairs after purchasing it at the store. Those days are long gone. Now, it can be simply navigated around corners, door frames and the like and unrolled on the bedframe.
- The pioneering online mattress startups convinced buyers that they don’t have to test the product before purchasing it physically. This is a huge change in mindset.
- Money back guarantee. What’s the catch? There isn’t any. If a shopper decides that their mattress does not fit the descriptions on the website or it falls short of their expectations, they can send it back and receive their money back or request an alternative. This strategy has opened new doors for e-tailors as trust issues that were once an issue dissipate.
- E-tailers have completely revolutionized marketing. When once the store’s location, price targeting, and good customer service mattered, now consumers, especially millennials, enjoy quirky and more out of the box selling techniques. For example, Casper, an online mattress retailer, created something called an Insomniabot-300 that is a ‘chatbot’ for people with sleeping problems.
- The whole mattress selling landscape has changed. Thanks to the internet and some innovative companies, unsavory sales tactics and price markups are almost a thing of the past.
- Free trials are another way to convince shoppers that their hard-earned Dollars are safe. They can order online, and if they do not like the mattress, they can send it back.
- Thanks to the creative disruption in the mattress industry, people are changing their mattresses more frequently, which is recommended.
Although bricks-and-mortar operations still dominate the mattress industry (80 percent market share compared to a 10 percent share online), it is only a matter of time until more people realize that the new way is the easier way.