This is a sponsored guest post.
I still recall my last time buying a mattress from a store, that’s before the online retail brands came into being. I remember it because I had one of the most unpleasant shopping experiences ever, it was horrific!
I guess you’ve heard that same story told several times by different people. Truthfully speaking, we all had it rough, you got ripped off your cash for a bed that will be uncomfortable and only cause you aches.
Then something happened to the industry, new startups entered and disrupted the market. It was and still is a revolution like no other. Mattress shopping instantaneously became a fun activity. These brands, Purple and Casper being among them took the industry by storm and dominated it.
Here’s how they’ve succeeded in dominating the mattress market:
Their Business Models
Casper entered the market as one of a kind mattress; they were the only online retailing brand at the time. However, the advantage didn’t last for long, as after a short while many brands were retailing online, Purple included.
Online or Electronic retailing gave these companies the power to minimize expenses such as the middleman and extra warehouse fees. These, in turn, make them affordable for such quality bedding.
Such a business model allows the companies to interact directly with consumers, which makes them better understand their needs. It also improves the level of trust consumers have on the brand.
Adopting an online model meant that customers no longer had to go to stores, deal with the numerous salesmen and end up with a bed they didn’t like. Your bed is delivered to you, and you have ample time for making your pick. Plus, if it doesn’t work, they give room for returns and refunds.
Investing in Research
Despite being the first online, that advantage was not going to last for long, and Casper knew they had to do something to keep the competitive edge. Therefore, brands like Purple and Casper have invested in research and development.
They dominate the market because they introduce new and better sleep products from time to time. Check this Casper review here, apart from their original brand which is the Casper, they have gone ahead and introduced other models – The Essential and Wave.
Purple has introduced three more models apart from the Original Purple; they are the New Purple mattresses. Both companies also offer an assortment of sleep products which include Pillows and bed sheets.
Regularly introducing new products keeps these brands relevant to their consumers.
The research also helps match the products to client needs and preferences. When it comes to sleep, you can’t compromise on comfort and support. Therefore, these companies offer bedding with superior support and comfort. This makes them popular on the market.
Using Marketing
Marketing is a great tool to use in any business looking to make an impact on the market. It helps attract customers to your product. Among the primary reasons why Purple is famous is the marketing campaign they’ve adopted. You can check out the review of Purple mattress here.
They have one of the best marketing ads, and you can find them on YouTube. They are usually simple videos which explain the mattresses’ performance without using any scientific jargon. This is what most brands do, and become dull in their marketing.
Good marketing is a necessity for achieving marketing dominance as demonstrated by Purple. You have to speak to consumers in a language they’re familiar with and give them a product that benefits them.
So how did Casper and Purple dominate the mattress industry? They found a competitive edge and exploited it to their advantage. A marketing strategy is at the center of it all. They devised the best ways to reach consumers, and to their convenience and that of the company. Among the highlights of their market domination is that they don’t compromise on quality, only giving customers the best!
