Yesterday Mattress Firm pulled the covers off Sleep.com, a website dedicated to articles and resources about bedtime wellness.
Dream analysis
With Sleep.com, Mattress Firm’s following younger DTC brands down the commerce-to-content route. From Outdoor Voices’s The Recreationalist mag to the many DTC mattress blogs, brands leverage lifestyle content to build 1) authority in their product segment and 2) loyalty.
- Since mattresses are typically a once-in-a-new-home purchase, product recommendation articles could funnel Sleep.com visitors to smaller Mattress Firm items, like pillows and PJs.
Then there’s SEO. U.S. mattress sales are picking up during the pandemic, the NYT reports. Securing a top domain and pumping out wellness content could help Mattress Firm rank higher in searches for a new sleep number.
Bottom line: Mattress Firm already claims the largest share of the global mattress market, per Statista. Sleep.com’s loyalty potential could solidify Mattress Firm’s top spot as more brands compete to be good in beds.
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