What’s happening: Shifman Mattresses has invested in a retail-focused research project to identify marketing strategies, collect data and produce a comprehensive guide designed to help retail partners compete in the modern marketplace.
The year-long project has yielded a full report and guidebook developed with independent bedding retailers in mind. It will be previewed during High Point Market, April 22-26, prior to its full rollout over the next few months.
Why it matters: Shifman says the guide provides strategies and tips for creating print and digital marketing materials, email marketing, use of promotional codes, and leveraging the Shifman retail portal that contains a library of assets to support marketing creativity.
The report reveals “invaluable data and conclusions about the effectiveness of the various advertising channels, importance of investing in a multi-pronged approach, and the direct correlation between advertising spend and revenue.”
A summary of the takeaways is a message that Shifman Mattresses has long preached: The power of print advertising is real. Support it with digital marketing for 360 degrees of touch points. And frequency is key.
“We are very proud of this project and looking forward to seeing the positive effects it will have on our retailers’ mattress business,” says Bill Hammer, president.
In addition to providing a powerful “how-to” tool, Shifman’s investment in the project includes a five-module training program designed around the research and how to implement it at the store level.
With the help of a brand marketing agency, Shifman launched the unprecedented project in the spring of 2022 by focusing on a select group of retail partners that best represented its diverse range of customers based on store size, revenue, ownership profiles and other key attributes.
“Having our retail partners’ participation was vital to validating the results of our study. We thank them especially for helping us provide insight into how sales and marketing go hand-in-hand, and we appreciate all our partners for continually working with us to analyze and grow the business,” said Hammer.