Giving sleep a new identity.
In the mid-80s, mattress manufacturer Slumberland was considered a Superbrand and household name. A focus on retailers over consumers and their changing habits, as well as entrants to the category of disruptive brands, began to affect their positioning and market share. Fiora and the Slumberland team formed a collaborative partnership to create a long-term vision and digital strategy, centred on a customer-focused approach to yield tangible results.
Services Branding • UX • Marketing strategy
We began by immersing ourselves in the world of beds and mattresses. There had been a wealth of design innovations, from latex layers to cooling covers, and while it was easy to assume these would draw in customers, the majority simply wanted something that was comfortable and in their price range.
Box bed brands like Casper and Simba understood this need for simplicity, offering just a few mattresses that could be delivered to a customer’s home, all backed up with informal, eye-catching messaging. While the mattresses themselves lacked the quality of Slumberland’s, the customer journey was so carefully crafted that they were still generating sales.
Defining the roadmap
Slumberland’s main customer audience were young families with limited time to spend shopping for mattresses, especially with such an overwhelming amount of options. From our insights on customer purchase requirements, we knew we needed to create a streamlined roadmap with minimal steps.
A complication to this was the fact that Slumberland products are sold through third-party retailers rather than directly through the site. We needed to improve and simplify the customer journey while simultaneously maintaining important retailer relationships.
An e-commerce look
We began by designing a website that had the clarity and familiarity of an e-commerce site, without actually being one. Each mattress had a unique, beautifully laid out page that directed users to either try it in-store or buy it online. To maintain clarity and ease of navigation, only the main catalogue of products were visible on the site, while remaining searchable via Google and within the site.
The Partner Program
Retailers that had positive customer feedback, a responsive website and successful sales, were rewarded by being invited to join the Partner Program. This would direct specific mattresses on the Slumberland site to their webpage, with a unique tracking code that would automatically report click-through-rates and, most importantly, sales. This not only helped cement the retail relationship moving forward but ensured users were being directed to the best store for their mattress of choice.
The social journey
Social was and continues to be, a key component to our marketing strategy. The cheeky, humorous TOV, direct engagement through post copy and Twitter surveys, and campaign-specific hashtags such as our BedHabits hashtag, was the perfect recipe to kick start customer growth while positioning Slumberland as an open, customer-first brand.
Slumberland was a Cinderella story. We began with a hardworking brand in need of a refresh, with an unloved website, forgotten social channels and a focus on retailers rather than customers. With research, creativity, and compromise, we transformed the brand to be direct, engaging and fully customer-friendly — with dazzling results.
Innovative additions such as the Partnership Program, an e-commerce style website, The Sleep Quiz, and clever designs such as the layered mattress, helped to propel the brand forward and benefit both the customers and the retail partners. Page views increased by a sizeable 173%, directly impacting conversions rates, which rose by 138%. On the social media side of things, the introduction of new channels and user-specific content resulted in a rise in engagement of 1557.8% YoY. Slumberland now has a growing and active customer base, clear branding, and high and consistent sales.
It’s been an incredible journey, but it’s far from over. We have exciting plans to create long-term customer engagement across multiple channels and touchpoints, boost customer retention and help Slumberland regain its Superbrand status.
Fiora asked the important questions to recognise our goals. They then kept that their focus throughout the process.
Joanne John, Head of Marketing
We’re always looking to make new connections and put out great work. Sound good? Let’s grab a coffee.