It’s believed that Mark Twain did a good deal of his writing in bed. Today’s device-obsessed marketplace is a world apart from Twain’s simpler ways as a steamboat pilot – yet, people’s bedrooms remain a personal enclave for a night’s worth of tranquility. Millennials and Generation Z are the new target audience, and their habit of constantly typing on their chirping smartphones has implications for the $14 billion U.S. mattress industry.
Cocoon by Sealy
Tempur Sealy, the world’s largest bedding provider, is entering this specialized distribution channel based on the younger crowd’s preference for digital, convenience and value. Cocoon by Sealy is taking on the challenge of being wherever and however their consumers want to shop by adopting the bed-in-a-box playbook. And this appears to be a winning game plan for this small-but-growing sub-$1,000 mattress segment that prefers to purchase online.
Millennials are estimated to spend $200 billion annually, making them the most sought after demographic for marketers. Tempur Sealy’s strategy leverages the always-open, 24/7 mobile world, where consumers can instantly go online, browse through mattresses and buy the product they want.
Cocoon by Sealy is sold exclusively online and delivered in a box directly to consumer’s doorsteps.
The company also intends to offer a retailer affiliate marketing program. The program, which will be available this summer, will allow retailers to benefit from the Cocoon by Sealy experience by actively participating in the sub-$1,000 e-commerce channel – which they may not have had access to before.
“We have developed an innovative program whereby our best retailers will help create demand for Cocoon by Sealy, in return for profit generation from the online sale of the product,” said Scott Thompson, Chairman, President and Chief Executive Officer of Tempur Sealy.
Mattress at your doorstep
So how does it work?
Cocoon by Sealy is a 10-inch memory foam mattress that is compressed, rolled up in a box and shipped directly to your doorstep. Once it’s unfurled, the mattress expands to its full size in just a few minutes. The price ranges from $549 for a twin size to $999 for a king or California king. Cocoon by Sealy is available in both “soft” and “firm” feels. Customers have the option to swap out their choice at any time during their 100-night free trial and get their money back if they’re dissatisfied—no questions asked.
With Generations Y and Z obsessed by mobile, Mark Twain might be bemused by the 140-character tweets of the modern crowd—when writing social posts right before catching some Zs (i.e., sleeping) is the behavioral norm. How old timers prepared their meager cots offers a stark contrast with how modern beds can fluff into a mattress in minutes.
The modern bed has clearly evolved.