After identifying a significant lack of business, marketing, and merchandising resources available to luxury mattress retailers, Shifman Mattress Company has launched Shifman Presents, a new educational platform designed to help retailers better attract, engage, and serve affluent consumers.
Subtitled The Business of Luxury, the webinar series was created in response to what Shifman sees as one of the industry’s most overlooked challenges: retailers want to sell luxury products, but most market to that group in the same way they target any consumer. Learning how to target and sell to affluent consumers can open significant profit opportunities and address a common industry knowledge gap.
While most manufacturers provide product training, few provide any meaningful guidance on how luxury consumers shop, how luxury products should be marketed, or how premium retail experiences should be delivered.
“We see a gap in the marketplace,” said Mark Quinn, senior vice president of sales and marketing for Shifman Mattress Company. “Shifman has been selling luxury mattresses in the USA since 1893 and has learned some important things over the years that can help retailers reach their full potential in this category. Strategically merchandising and marketing a luxury segment means you’re differentiated from your competition. And that’s the gap,” he said.
To emphasize that idea, Shifman will give away the book “Differentiate or Die” to visitors at its Las Vegas Showroom during the July market. The paradigm-shifting book, written by best-selling author Jack Trout, explains that for a retailer to succeed in today’s price driven marketplace, it must establish an uncontested position in the customer’s mind.
Launch episodes of “Shifman Presents” will feature experts in luxury branding, retail design, marketing, artificial intelligence, customer experience, and sales strategy. The goal is to provide retailers with practical tools that help them differentiate their businesses, elevate the customer experience, increase average ticket values, and improve margins.
Webinar topics include:
The Business of Luxury – Understanding the principles, consumer behaviors, and strategies that define successful luxury brands, as well as the profit potential that can be unlocked when this category becomes a priority.
- Social Media Best Practices – Creating meaningful content that builds engagement, trust, and brand awareness.
- Attracting the Affluent Customer – Learning what motivates high-net-worth consumers and how to earn their attention.
- Writing Copy That Resonates With Your Audience – Crafting compelling messages that connect emotionally and inspire action.
- Designing Images That Connect With Consumers – Creating visual content that captures attention and reinforces brand values.
- Creating Luxury Galleries – Designing retail spaces that elevate the customer experience and showcase products effectively.
- Delivering the Customer Service Experiences Affluent Consumers Expect – Providing personalized, memorable service that builds loyalty, referrals, and long term relationships.
- Using AI to Plan and Execute Sales and Marketing Strategies – Leveraging artificial intelligence to improve efficiency, creativity, customer insights, and decision-making.
- The Selling Process for Luxury Products – Building confidence, communicating value, and guiding customers through a premium purchase experience.
“Luxury products require luxury marketing, luxury merchandising, and luxury selling,” Quinn said. “Too often, retailers are expected to figure that out on their own. We believe that providing expertise and resources to develop these capabilities is one of the most valuable services we can provide.”
Each webinar will feature industry experts, practical case studies, and extensive audience Q&A. Sessions will be recorded and archived, creating an ongoing educational library available to Shifman retailers.
The initiative also reflects Shifman’s philosophy toward retailer partnerships.
“We’re not interested in taking a bigger piece of our retailers’ business,” Quinn said. “We’re interested in helping them grow the size of their business pie, and with Shifman’s exclusive features, attention to detail, commitment to quality, and limited distribution, we can add that kind of value.”
