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Bedding Edit Newsletter | 🧠 Outthink Last Click Attribution

Plus, TOAST’s dual-sided design blends sustainability, beauty, and storytelling.\

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 31 minutes

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Welcome to ClickZ Bedding Edit, your essential newsletter for home bedding
eCommerce professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats including PMAX.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

LUXURY BEDDING REVIEW

TOAST’s Rowan Print Bedding delivers a compelling case study in luxury product positioning, combining high-quality cotton poplin with a reversible design that enhances both visual versatility and consumer value perception. With its natural-toned print on one side and a classic stripe on the other, the collection appeals to high-end shoppers seeking both design sophistication and functional quality.

For marketers, this launch exemplifies how to elevate premium bedding through sustainable sourcing, artisanal design, and narrative-driven branding. While the higher price point may narrow the TAM (total addressable market), it aligns with the expectations of a growing segment of conscious consumers willing to invest in longevity and aesthetic distinctiveness. The Rowan Print line reinforces that luxury in bedding now goes beyond comfort—it’s about storytelling, values, and experience.

RECYCLING INITIATIVES

The Mattress Recycling Council's decade of achievements highlights the substantial progress in sustainability within the mattress industry, providing essential insights for marketers interested in environmentally conscious practices. By shedding light on successful recycling initiatives, this discussion underscores the significance of eco-friendly strategies and opportunities for brand differentiation in a competitive market.

RETAIL BEDDING INSIGHTS

Top bedding retailers like Buffy, Amazon, and Parachute are redefining luxury through the lens of sustainability, flexible return policies, and transparent pricing—key criteria shaping today’s consumer expectations. For eCommerce marketers, this shift signals an opportunity to align product positioning with values-driven decision-making, particularly around eco-conscious materials and frictionless customer experience.

The success of these retailers also underscores the growing importance of bundling premium comfort with digital convenience. Marketers can draw from these strategies to optimize PDPs (product detail pages), emphasize lifestyle storytelling, and develop loyalty through post-purchase engagement. As the premium bedding market matures, aligning marketing efforts with these evolving expectations will be crucial for driving both conversion and brand affinity.

MARKETING CAMPAIGN

Ashley HomeStore’s latest campaign, promoting beds starting at $499, exemplifies strategic value messaging aimed at budget-conscious consumers without sacrificing perceived quality. Tied to high-impact retail events like its 80th Anniversary and Presidents Day sales, the promotion maximizes urgency and visibility across channels.

This offers a clear playbook: coupling milestone branding with seasonal sales to amplify reach and conversion. Ashley’s approach highlights how pricing transparency, paired with event-based storytelling, can effectively shift consumer attention and accelerate purchase decisions in a competitive, deal-driven category.

BEDDING DEALS

Wayfair’s spring sale—offering up to 87% off more than 8,000 bedding items—spotlights a key seasonal trigger in home commerce: value-driven upgrades. From cooling sheets to gel memory foam toppers, the breadth of discounted items offers a rich dataset for marketers analyzing conversion patterns tied to price sensitivity, product type, and timing.

For bedding brands, this moment presents an opportunity to align promotional strategies with consumer expectations around spring refreshes. Competitive pricing, bundled offers, and algorithmic product recommendations can capitalize on this seasonal shift, helping marketers enhance ROI through optimized targeting and timely digital campaigns.

Influencer Corner 📣

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

www.linkedin.com/posts/leearthur_shoptalk2025-retailinnovation-ai-activity-7314717983375851521-g1-Q?utm_source=share&utm_medium=member_desktop&rcm=ACoAABwRG8wBGGOCpGU3rhxXdxdccfuHSghjYwg

Halo solves the biggest measurement challenge for brands: revealing how ads to DTC have an incremental impact on Amazon sales 🚀 | Fospha

Unified ROAS empowers brands to quantify the halo effect of ads on all revenue channels across DTC, Amazon and more.

By bridging the gap between DTC and marketplace measurement, Halo gives brands the confidence to spend smarter, grow faster, and align teams around a single, unified view of performance.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

📲 Like what you’re seeing?

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ClickZ is a Contentive publication in the DTC eCommerce division