Prior to the pandemic, Sleep Number’s business model was center on creating delightful in-store experiences that help customers improve their lives by enhancing the quality of their sleep.
Typically, most of our sales came from physical stores. However, when social distancing measures were introduc, second-quarter same-store sales fell 40% year-over-year.
We ne to pivot quickly and find new ways to reach customers and drive online sales.
By following three principles, we found we could adapt to changing customer nes and remain resilient in a dynamic environment.
1. Evolving with the customer
As customers were changing the way they connect facebook database with us, we had to be flexible and change with them. This meant bringing a more human touch to online experiences.
We updat our website design, ensuring customers could request callbacks and share their information with us early in their research processes.
We also tailor our messaging to customer nes, clearly communicating how our products help improve sleep quality.
Normally, this process can take months. But we had to brainstorm, design, and execute these changes in a matter of weeks.
Our updat site deliver the enjoyable, individualiz experiences these backlinks also increase website customers expect from Sleep Number, and online, chat, and phone sales increas by more than 200% from the second quarter of last year.
Back to the basics of strategy
Adjusting the website for lead generation would only work if we also adjust our core marketing strategies. Keywords, audience, and creative plans ne to help us reach high-intent people who were researching potential purchases online or buying something from the safety of home.
We us Google Trends to identify which of our product cyprus business directory categories were increasing in search interest and ran online promotions for those items. As customers spent more time at home, we found that they want to improve their home environment.
When there was a surge in search interest for bding products, we made sure our campaigns includ keywords to reach customers searching for items like sheets and pillowcases.
We also took a “test and learn” approach to new campaigns and ad formats. This help refine our creative and speak to people in a more authentic and empathetic way.
