Insider Intelligence associate analyst Christina Obolenskaya spoke with Ricky Joshi, co-founder and chief strategy officer of Saatva, on providing "accessible luxury" products to customers. Saatva sells high-end mattresses on its ecommerce platform, as well as bedding products, bed frames, and more.

Objective: Adapt to the rapid digital transformation of the mattress market. Tactic: Retargeting emails with paid media. “Consumers buy a mattress once every eight to 12 years,” said Stewart Schaefer, president of Sleep Country Canada. “After you buy one, you’re out of the market and you don’t want to be bothered with emails about another mattress.”.

It’s cultivated creative partnerships with entertainment companies (like Netflix and Spotify), major airlines like JetBlue, United, and Delta, Amazon, Google, the NBA, and mattress company Casper. This has allowed Headspace to engrave its market presence and nab a wide range of consumers.

Mattress company Simmons is turning to TikTok to help drive brand awareness and attract a younger audience as it looks to adapt in a competitive, digitally native space.

The emergence of new companies selling direct online has been a big story for some time. Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and garment retailer Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe.

For example, Banrixian, a D2C mattress company, is not only active on Xiaohongshu, but it also has a presence on Haohaozhu, a home-improvement app, and Zhihu, a knowledge-sharing platform. In addition to selling on other lesser-known ecommerce sites, Banrixian is also available on group-buying platforms.

In fact, more than 7 in 10 bypass in-episode commercials—for toothbrush subscriptions, mail-order mattresses, and the like—at least some of the time. More like this:. Report: The Marketing and Advertising Agency Report 2021. Article: Global ad spend will grow more than 10% this year as economy recovers quicker than expected.

., custom mattresses) or product category (e.g., CPG). Some may also be reluctant to relinquish ownership of the customer experience and direct customer relationships to Facebook. Still-nascent user behavior: Even familiarized social shoppers may still prefer evaluating products and transacting on retailer sites, such as for products with longer purchase consideration cycles.

Mattress brand Casper also underperformed, growing D2C sales by just 3.6% for the year ending on December 31, 2020. Not everyone had a rocky year, though. Companies like HelloFresh, BarkBox, The Honest Company, and Blue Apron exhibited strong growth as consumers increased spending on grocery, health, and personal care items.

Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe. Like several other digital retail trends, D2C has been further propelled by market conditions during the coronavirus pandemic.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about why Casper wants to sell sleep, the Oscars' viewership, whether Uber can make money, a new FTC, cashless shops, driverless deliveries, who pandas belong to and more.

Three of the top brands were clothing and apparel (StitchFix, ThirdLove and Warby Parker) and one company, mattress brand Purple, fell in the furniture or home products category. Many D2C companies are operating in the same market and competing for the same customers.

Casper Valuation Cut in Half at IPO: The leading name in a crowded D2C mattress space, Casper managed to debut on the public markets in February 2020—but at half its valuation from prior funding rounds after its S-1 filing revealed underwhelming financials.

Mattress brands Casper, Leesa and Purple are other good examples. Leesa featured its products within several West Elm locations, Casper featured a "sleep-in" pop-up in Nordstrom and Purple partnered with Mattress Firm and Macy's to leverage their retail spaces.

Purple’s CEO on D2C Brands, Mattresses in Boxes and Why They’re Considering a Physical Location. D2C brands are disrupting the retail space. These companies use an array of tactics to attract business, from offering low prices to targeting shoppers who care about ethical consumption to simply providing a more convenient experience. Joe Megibow, CEO of Purple, talks about their approach.

From mattresses to meals, bras to banana smoothies, today’s consumers are increasingly purchasing online products they’ve never physically touched, tasted or tried on. But a wedding dress?

Endy: Toronto-based Endy is the “Canadian Casper,” whose made-in-Canada pitch has helped vault the company ahead of the US mattress-maker. Retailer Sleep Country Canada bought Endy in November 2018 for $89 million, three years after the company launched. The acquisition, which allows Endy to operate independently, highlights traditional retail’s response to the disruptive force of the D2C trend.

But pioneers based in Germany include Bett1, a mattress maker—one of several active across Europe, and as of June 2019 a survivor in a sector apparently headed for consolidation. Another relative newcomer is Horizn Studios, a D2C luggage manufacturer with two physical stores in Berlin and London.

It’s not a stretch to envision using data from a video doorbell, pet feeder, smart irrigation system or sleep-tracking mattress to target promotional campaigns. But in an ambient computing environment, they must proceed with extreme caution. Some brands are running dynamic ads on addressable TVs and in smart-speaker audio streams, but there is no blueprint for advertising on other smart devices.

Casper Sleep, the D2C mattress company, called out influencers as a potential business liability in its initial public offering filing in January 2020. Casper relies heavily on influencer marketing as part of its overall marketing plan.

“Advertisers aren’t convinced that someone who is listening to Pandora or Spotify while lounging by the pool is going to click on a banner and go buy a mattress on a phone. For audio vs. display, the conversion rates are much lower.”. Bhatia’s point exposes a key differentiator in objectives and measurement strategies for advertisers: Some may very well be more performance-oriented.