ClickZ Bedding - 12.19.2024

PLUS: Hypnos' legacy collection tackles childhood sleep poverty

Author

Priscilla Soedarpo
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Bedding, your essential newsletter for home bedding
e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Nectar Mattresses

Nectar mattresses, a popular choice among consumers, have transitioned away from using fiberglass as a flame retardant, a move that aligns with industry trends toward safer alternatives. Previously, fiberglass was favored for its flame resistance, but concerns about health risks if it becomes airborne have led to a shift. Nectar now uses Rayon, a semi-synthetic fiber derived from wood pulp, which meets flammability standards without harsh chemicals, offering a healthier sleep environment. This change reflects a broader industry movement, with many brands opting for safer materials.

In the UK, Nectar mattresses are treated with TCPP, a chemical flame retardant, due to regulatory requirements. This approach ensures compliance while maintaining safety, as TCPP is only hazardous if ingested in liquid form. In the US, aside from the Awara line featuring natural wool, Nectar employs Rayon or a Rayon-Polyester blend, adhering to federal standards. This strategic shift not only enhances safety but also aligns with consumer preferences for non-toxic materials.

For marketers, this transition highlights the importance of adapting to consumer demands and regulatory changes. Nectar’s proactive approach in eliminating fiberglass underscores a commitment to safety and innovation, offering a competitive edge. With ongoing sales and discounts, Nectar remains an attractive option, demonstrating how strategic product evolution can drive market success.

Hypnos

Hypnos partners with Barnardos to address sleep poverty through its Legacy Origins Collection. By donating proceeds from mattress sales, Hypnos aims to improve sleep for impoverished UK children. This initiative aligns with Hypnos Project Zero, emphasizing strategic industry collaboration to create lasting positive change and enhance marketing opportunities for retailers.

King Koil, under CEO David Binke, has transformed from a promotional to a premium mattress brand, emphasizing innovation, technology, and sustainability. With a global presence in over 80 countries, King Koil’s strategic focus on premium products and community engagement has driven significant growth and industry recognition.

A bespoke duvet can enhance sleep quality by offering personalized comfort and temperature regulation. Companies like Norvegr and Ava Innes provide custom options using luxurious materials like eiderdown and cashmere. These duvets cater to individual needs, promoting better rest and aligning with sustainable practices, offering strategic insights for marketers.

Bedgear new 100,000-square-foot facility, The Peak, in Salt Lake City, enhances operational efficiency and delivery for West Coast and Canadian customers. Serving as the new western HQ, it aims to redefine sleep recovery. The facility supports direct-to-consumer fulfillment, with full integration planned by 2025.

Influencer Corner 📣

Marketing Week on LinkedIn: We are carrying on with our own examination of our favourite Christmas ads

Next up, Content and Social Media Manager: Georgie Plant shares why Shelter's ad, rose to the top for her:

Shelter's 2024 Christmas ad, "World of Our Own," was the first ad in a while that didn't leave me grappling for the skip feature. You often forget that ads at Christmas time aren't all the latest treats or deals of expensive beauty products. Sometimes, the fact that it's Christmas, actually doesn't make a difference to people's lives.

For me, the best ads are the ones that provide a subtle emotional gut-punch (that preference may perhaps needs to be examined elsewhere by a professional, independent body). It's equal parts a charming look into a close family unit, and devastating when the fear of their situation bleeds through the screen.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

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