by WOBURN, Mass. – Top 20 U.S. bedding manufacturer Spring Air International has powered up SpringAir.com as a high-powered marketing machine that highlights its most popular collections and drives consumer traffic to its dealers, in addition to increasing sales for its licensees.
The new website features Back Supporter, Four Seasons and Sleep Copper collections, the brand’s most popular product lines. Designed to protect retailers’ margins with strict MAP pricing while supporting marketing efforts and door swings with national advertising campaigns, it is the first major overhaul to the Spring Air site in five years.
Along with content focused on helping consumers identify the right mattress for their needs, with customer reviews, product specifications, sleep tips and more, the site features “Locally,” a store and product locator that steers shoppers browsing online to purchase the products they would like to buy from local stores that have the beds in stock and on their floors.
The company is also rolling out a full promotional calendar with marketing assets in conjunction with the site’s launch to help retailers drive momentum during key holiday periods when strict MAP pricing restrictions are relaxed. This allows Spring Air to protect their retailers margins, as well as set an even playing field in the digital world.
“The new website is a marketing engine to drive traffic to dealers. As a brand, there is nothing more important right now than helping our retail partners get more door swings. SpringAir.com is an exceptionally designed and curated platform that will do just that,” said Nick Bates, president and chief executive officer of Spring Air. “Our web strategy was designed to first and foremost help retail partners in two ways; drive traffic and also to introduce MAP pricing on the site so it doesn’t compete with them.”
The other beneficiaries of the new website are the Spring Air licensees across the country. Direct consumer sales will be manufactured by the closest plant and then shipped via FedEx or white-glove delivery.
Through June 2nd, for example, dealers can offer up to $800 off a Copper by Spring Air mattress with a free Copper pillow with purchase. The promotion is supported by videos, ads, tent cards and other materials, “everything they need to run a successful event,” Bates said. The promotion will run again June 27th through July 14th.
Consumers who choose to purchase online from the site will enjoy white glove delivery. Additionally, online sales data will eventually enable sales representatives to identify business opportunities in locations where Spring Air is not currently well represented.
“If we see consumers browsing online, our goal is to send them to a store where they can try the mattresses and buy them, rather than through the website. But if they do purchase through the website, we will have proof of concept to show retailers where we want to capture floorspace that they are missing sales opportunities in their marketplace,” Bates added.
