Spring Air Redesigns Web site to Be a “Advertising Engine” » BedTimes Journal
Woburn, Mass.-based bedding producer and licensing group Spring Air Worldwide has redesigned its web site, SpringAir.com, to focus on its hottest collections, drive shopper site visitors to its sellers and improve licensees’ gross sales.
Based on a information launch, it’s the first main overhaul of the Spring Air web site in 5 years. The brand new web site options the model’s hottest product traces, Spring Air’s Again Supporter, 4 Seasons and Sleep Copper collections. It’s also designed to guard retailers’ margins with strict MAP pricing and assist advertising efforts and door swings with nationwide promoting campaigns,
Together with content material to assist shoppers determine the correct mattress for his or her wants — together with buyer evaluations, product specs, sleep ideas and extra — the brand new web site options “Domestically,” a retailer and product locator that steers web shoppers to native shops with the beds in inventory and on their flooring, the information launch stated.
Spring Air can also be rolling out a full promotional calendar supported by advertising belongings to assist retailers drive momentum throughout key vacation durations when strict MAP pricing restrictions are relaxed. Firm officers stated this permits Spring Air to guard its retailers’ margins and stage the digital enjoying subject.
“The brand new web site is a advertising engine to drive site visitors to sellers. As a model, there may be nothing extra essential proper now than serving to our retail companions get extra door swings. SpringAir.com is an exceptionally designed and curated platform that may just do that,” stated Nick Bates, president and CEO of Spring Air. “Our internet technique was designed to at the beginning assist retail companions in two methods; drive site visitors and likewise to introduce MAP pricing on the location so it doesn’t compete with them.”
Firm officers stated the opposite beneficiaries of the brand new web site are Spring Air licensees. For instance, sellers can provide as much as $800 off a Copper by Spring Air mattress with a free Copper pillow with buy by June 2. The promotion is supported by movies, adverts, tent playing cards and different supplies — “all the pieces they should run a profitable occasion,” Bates stated. The promotion will run once more, June 27 by July 14.
Direct shopper gross sales will probably be manufactured by the closest plant then shipped by way of FedEx or white-glove supply. Ultimately, on-line gross sales knowledge will allow gross sales representatives to determine enterprise alternatives in areas the place Spring Air is just not presently well-represented, firm officers stated.
“If we see shoppers searching on-line, our purpose is to ship them to a retailer the place they’ll attempt the mattresses and purchase them, somewhat than by the web site. But when they do buy by the web site, we could have proof of idea to indicate retailers the place we wish to seize floorspace that they’re lacking gross sales alternatives of their market,” Bates stated.
