MARKETING
Shifman Delivers Luxury Sleep & Enhanced Marketing Support
“Even with data supporting the luxury market, it’s still important for retailers to keep their foot on the gas in terms of promotion, go after the business, connect with customers and consistently give them reasons to buy from you.”
By Gretchen Kast With a retail slowdown on the minds of many, Shifman Mattresses has an encouraging message for retailers at the summer Las Vegas Market: the luxury sleep category remains healthy. Shifman is prepared to show retailers why it is the best brand for success in the luxury price points. Bill Hammer, president of Shifman, identified several reasons why the luxury sleep business continues to be strong for the family-owned manufacturer: Recent retail data shows that consumer spending on luxury goods is not slowing despite inflation. In part because of the pandemic, more people are investing in their health and wellness, recognizing that sleep is an important component of both.
High quality, natural and sustainable materials used in premium mattresses prove to be valued by more consumers for healthier sleep and long-lasting comfort. Shifman believes in strong collaboration with its retail partners to drive sales through programmed advertising and promotion. Emphasizing a proactive promotion and merchandising strategy, from the high-end to the middle price points, Shifman will showcase its differentiated position with mattress collections that offer versatility and better value, made-to-order capability, ontime delivery and enhanced marketing support to drive traffic. “Even with data supporting the luxury market, it’s still important for retailers to keep their foot on the gas in terms of promotion, go after the business, connect with customers and consistently give them reasons to buy from you,” said Hammer. Retail analysis shows consumers in the luxury category continue to spend and are less concerned about the economy. At the same time, a home furnishings research firm recently released a report that shows furniture and mattress ad spend this year is half what it was in the 2015–2019 period. “Reasons to buy in the luxury category are not about price,” said Alison Minella, Shifman director of marketing. “We have experience in helping retailers create compelling messaging around investing in wellness and better mattresses for quality sleep.” At the summer market, Shifman will spotlight two collections that illustrate these points for retailers: American Heritage and Pure Comfort. Both collections exemplify Shifman’s 129-year-old tradition of handcrafted mattresses and signature two-sided construction using the finest natural materials.
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Sleep Retailer / Summer 2022
