What Tuft & Needle\'s Amazon-Powered Showroom Means for Mattress Marketing And Rest of Retail

News of sleep-in-a-box e-
Tuft & Needle, a commercial company, is sleeping with the devil. k. a.
Amazon has opened a new showroom in Amazon\'s hometown of Seattle, which is important not only for mattress retailers, but also for the entire retail market.
Let\'s take a look at the broader impact it has on retail and then dive into the increasingly competitive and sophisticated mattress market.
As retailers around the world have lost their sleep on Amazon and how to deal with its relentless competitive shock, Tuft & Needle is reported to be seeking to join in as much as 25% of Amazon\'s sales.
\"From the very beginning, we have a lot of internal debate about this: resisting Amazon as a way of strength and seeing how we can leadto-
Head to it, \"Grand Hee Park, United.
The founder of Tuft & Needle told Recode.
\"But where we are now, we have decided why we don\'t embrace them.
This is the future of retail and e-commerce. commerce.
\"When the Tuft & Needle showroom opens this fall, it will include tablets so shoppers can get product reviews on Amazon, and the echo device is provided with voice recognition by Alexa, can answer the customer\'s question, QR code can let the customer buy the mattress at one time
Click on the Amazon app.
But Tuft & Needle\'s real change in the rules of the game, and its significant impact on other sectors of retail, will be whether Tuft & Needle can convince Amazon to work together to provide Prime Now 2-
Provide hourly delivery to Amazon\'s key customers.
The deal has not yet been reached, but it will certainly.
Amazon is just opportunistic, willing to try new directions and new ideas, and can learn almost more about their customers and get closer to them.
Len Lewis, editorial director of Lewis Communications, wrote in an article in the Robin Report: \"Amazon is willing to do anything to expand its influence . \".
What Tuft & Needle does is provide Amazon with a new way to bring its huge data storage closer to its customers.
Tuft & Needle thought about Amazon in this first project.
They offer Amazon a new way to become a true retail partner, requiring Amazon to provide the many essentials that retailers must provide-product information, customer service, purchase and delivery.
Overall, what does this mean for the retail market, but next time, what if Amazon uses its data to discover other categories?
Leading brands and coming to the company with the idea of new Amazonpowered, Prime-
Exhibition hall concept?
Of course, Amazon knows that Tuft & Needle is one of its most popular mattress brands.
I can see the opening of a bunch of brand new pop-up showrooms with Amazon embedded in all aspects of store operations.
For many categories in retail,
Like major household appliances, the store experience of the product is essential.
Now that Amazon has partnered with Sears to sell Kenmore appliances, Sears itself may soon be bankrupt, imagine what a new company it is. age Amazon-powered, Prime-
What will the delivered Kenmore showroom look like?
My advice to retailers is not to mistake this Tuft & Needle announcement as the only factor affecting the mattress retail market.
It has a huge impact on every type of retail.
As Dave Knox warned in his important new book, the forecast turn, companies can\'t just look at their specific market segments and assess the threat of vertical competition disruptionfocused way.
They must develop disciplines, look horizontally, across categories, and see from the side the broader potential for destruction they face.
This is the news about Tuft & Needle and Amazon.
This is a game that Amazon has created for it, and it is likely to enter your space soon.
What this means for mattress retail, now let\'s take a look at what Tuft & Needle from Amazon showroom means for mattress retail.
Mattresses have been a sleeping segment for years, dominated by three brands-Sealy, Serta, Simmons-in look-
Retail warehouse full of appearance
The same white mattress is lined up for the habit of every 10-
The next purchase is 15 years.
First of all, with the entry of retail and e-commerce, the traditional mattress market has been damaged
Commercial brands that offer innovative mattress technology (e. g.
Memory foam and air mattress)
Sell in a new way (e. g.
Brand retail showroom and directto-
Consumers through the Internet).
Next is a wave of industry integration.
Serta and Simmons merged in 2012.
The retailer Mattress acquired a range of smaller retail competitors, including Sleepy\'s, to become the nation\'s leading mattress retailer, with about 3,600 stores only sold to South Africa
In 2016, Steinhoff International Holdings went bankrupt due to debt.
New and expensive innovator of memory foam mattress Tempur-
Subsequently, Pedic acquired the remaining Sealy of the three major brands of mattresses to form Tempur Sealy International.
But with the industry consolidated under the wrong notion that by doing big it can repel the wave of chaos, the strategy is failing quickly.
Global giant Steinhoff is learning a lesson, as mattress companies have a lower profit margin than their other businesses, the recent 1h207 share price has fallen.
Today\'s mattress business is looking at the barbell, and growth opportunities are shifting to two Bell ends and intermediate quality --
The market was squeezed.
This is the barbell effect of small business owners Jim brashingame and Forbes.
Com contributor, write it.
\"When entrenched traditional practices are disrupted by forces such as new technologies, innovations and demographic behaviour shifts, the barbell effect can occur.
Industry participants who failed to adapt to this shift were forced to retreat to the middle of the contract, the bar.
\"People who adapt will thrive where most customers are going,\" Blasingame wrote . \".
He also pointed out, \"Remember that the barbell does not exist until the destructive pressure-that is the result, not the reason.
\"This barbell effect is exactly what happened in the mattress industry today.
Young people in the industry\'s \"heavy weight lifters\" settle down simply are not interested in buying mattresses in sterile, boring ways run by mattress companies and other traditional retailers.
They want a new sleep experience.
Traditional mattress brand promises and is very willing to buy sightseeing mattress
Can\'t see it online, just like they buy something else.
With the aging of the baby boomers, the biggest beneficiaries of enhanced sleep technology, follow their children, go beyond the brands they have known before and the retailers they patronize, looking for better sleep and mattress shopping experiences.
In today\'s fast-growing mattress market, the two ends of the barbell are the biggest opportunities, and the end is the high end.
Technology and other high technologiestouch.
These two mattress brands offer high
Technical solutions for sleep discomfort and high usage
The technical solution to mattress shopping discomfort has greatly subverted the traditional mattress business. On the high-
Tech mattress with Tempur
Serta iComfort offers a variety of Pedic for memory foam and mixing options, a hybrid model with memory foam and adjustable technology, and SleepIQ controlled by mobile applications and basic adjustable versionsHigh-
Tech mattress shopping attracts young and older buyers to bedin-a-box e-
Tuft & Needle, Casper, Leesa and Purple will be the first open commercial brand
Mattress start-up after merger with a listed company
Global partner Acquisition CompanyAnother e-
Business player Saatva takes a different route offering traditional luxury mattresses that are only sold online and delivered to your door.
Except high-
Tech way for sale in Saatva, it also offers an adjustable bed option including high
There is also technology on the mattress.
At the other end of the barbell, it is a high level.
Mattresses and retail.
Many brands, such as Serta iComfort, sleep comfort and Saatva, fill the gap between the twotouch and high-
Technology of the product itself.
Many others have bypassed the homogenization of the traditional mattress retail, customized the brand boutique, showing the unique quality and features of the mattress brand.
By doing so, they create a high
Experience the touch shopping environment for customers.
Then there are real areas of luxury mattresses such as Heston, Weiping, duciana, kingswhen and Naturepedic.
These brands offer superior quality, manufacturing and craftsmanship, and no brand will be sold except for the most unique boutique shopping environment.
Today, many popular brands are high.
The tech features are starting to get close to the price of luxury mattress brands, compared to these deluxe versions that are more affordable. And Swedish-
Handmade Hästens, made of the same natural material used in the original mattress made in 1852, is the only mattress brand I know that looks good on the showroom floor, due to its trademark blue plaid fabric cover.
Looking to the future, retail sales of traditional mattresses will continue to be high
Technology retailers and brands that embrace technology and high-tech power
Touch the retailer and brand that understands sleep is for the comfort of the customer, and so is the experience of purchasing a mattress.