How To Make It As An Online Mattress Company

Given that there have been so many new companies that sell mattresses directly to consumers online, I thought I would give my thoughts on what it would take to be successful in that market.  A lot of companies have already been very successful in this space, but there are so many new companies coming in that it might be tough to sustain that success for the long-term.  Here are my thoughts.

Free Shipping

I think regardless of the industry, offering free shipping is becoming more and more important.  Consumers just don’t want to pay for shipping.  Furthermore, it’s quite a surprise if someone thinks the mattress will cost a certain amount, only to be surprised that it is actually an extra $150 because of shipping.  It’s the right thing to do for consumers and it will make sure that companies can maximize their conversion rates and get the most effectiveness out of their advertising budgets (see this article for more on why free shipping is so important).

Amazing Customer Service

If an online mattress company has bad customer service, they just aren’t going to last.  They will be found out and outed on the review sites very quickly.  The consumer is taking a leap of faith by not trying the mattress out ahead of time.  They need a great customer service team to be ready to handle any issue they might have to really make the business work well.

Savvy Digital Marketers

There are several ways to be successful online selling mattresses.  A company could get lots of press on a regular basis.  Casper has done this very effectively.  If a company has the opportunity, they should certainly take advantage of it.  Companies can also develop great relationships with affiliates / mattress reviewers and make sure that they have very favorable things written about them across the Internet.  Furthermore, advertising with Google AdWords is a very effective and widely-used tool to get attention to a company’s website.  To make AdWords and other online advertising platforms work, companies need to make sure they have a very savvy team of digital marketers working for them.  If they don’t, they might not be able to make the math work for them.  With more companies coming in, advertising costs are only going to go up.  For that reason, it’s all that more important to have an experienced team of marketers who can get the most out of every advertising dollar spent.

Product That Differentiates

It’s easy to make a memory foam mattress.  It’s easy to make a hybrid foam mattress.  What’s difficult is to convince consumers why your company’s product and design is different and better than other companies.  Companies should consider how good and unique their design is and how easily a competitor could copy it.  They should seek to make their design as easy to understand, quality, and unique as possible.  At a certain point, product quality will matter for long-term success.

Great Reviews

Companies should do whatever they can to make sure they get good reviews online.  There are several sites dedicated to reviewing mattresses.  There are other sites that aggregate a lot of individual reviews (Goodbed is a big one, for example).  Either way, lots of people turn to those sites before they ever consider making a purchasing decision.  Companies should figure out ways to make sure the reviews that show up on those sites are as favorable for them as possible.  This might mean encouraging happy customers to go onto those sites and put up a review.

mattress wars

Agility

The online mattress market is always changing, and it is changing very quickly.  Companies should be agile and ready to adapt quickly to those changes.  They have to have a flexible management that can make quick decisions.  Lethargic, bureaucratic organizations will be left behind in the long-term.

Good Story

We’re seeing better and better stories come out with each new mattress company.  Some companies are donating a mattress to a homeless shelter after every 10 sales.  Other companies are doing similar giveaways.  These companies have great stories where they aren’t just making a profit, but rather they are also doing lots of good for their community and the world.  At a certain point, consumers will pay attention such stories, so it’s important for a company to have a good story to tell, especially when compared to others.

Those are some of the main things I think will be critical for being successful for online mattress companies going forward.  There’s certainly other things companies should keep in mind, but I think this is a pretty good list.

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Be Particular With Your Mattress

We’ve all been there – you walk into a mattress store, and you want to get out as quick as you can.  The salesman is leering over your shoulder, trying to grab a cigarette every 10 minutes while you peruse the store aimlessly.  The truth of the matter is that if you walk into a mattress store and you don’t know what you want, you are destined to fail.

This is a time in your life when you really need to commit to making yourself happy.  When you walk around that mattress store for the first time, you need to really understand how it can benefit you.  Think about your future without back pain, without tossing and turning, and without that nasty mattress smell that accompanies a bad purchase.  There is plenty of opportunity for you to change your life with this purchase, if only you take the time to find one that really suits your sleep preferences.  I would recommend visiting Slumber Sage at his Instagram or PearlTrees account as a starting point for seeing which types of mattresses will best suit you.

The one thing that we know is that you’re looking for real value when you buy the mattress.  Check out this video which talks about some of the best mattresses you can purchase for the least amount of money.

Deals in the mattress industry are definitely not easy to find, but if you do your research ahead of time, there is opportunity to walk out of a winner.  These days a lot of the startups making memory foam are really offering a good deal, so if memory foam is something that you are interested in exploring, start with the direct to consumer mattress companies.

Other options include latex foam and standard coil mattresses, both of which suit different types of sleepers.  Do your research on each of these types, and be armed with a ton of questions to make your mattress salesman really earn his commission.

 

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Mattress Reviews Online- My Thoughts

In general, I think it’s good advice to be very careful when you are reading reviews of different mattress brands and types online.  For one, and this is probably the biggest reason why, is that there are not a lot of checks and balances to see whether the person writing the review is unbiased.  So, you’ll see that companies will have a testimonials page on their website and by chance almost all of the reviews are positive.  This is not a coincidence.  This is probably because the company cherry picks the best reviews to put on their website or just completely makes them up in the first place.  The companies have absolutely no incentive to put up bad reviews of their mattress because they know that will really hurt their business.  So, I would just about completely ignore a company’s website when looking for reviews.

Next, let’s consider a site like amazon.com.  You don’t actually have to prove that you purchased the product in order to write a review.  So, there’s nothing to really stop a company from having a bunch of people associated with the company writing lots of good reviews on Amazon.  There’s a ton of other sites like this where you don’t need to show proof of purchase before you are allowed to write a review.  Because of that, you really need to consider the source when assessing whether a review is unbiased.

The other thing you need to think about is that the people writing these reviews probably have no idea what they are talking about.  A lot of them will also review the mattress before it has even arrived or after just a week of having the mattress.  You have to look at the time frame and be very discerning to make sure you can really trust what the person is saying.  Half the time, the person will probably give inaccurate information as well.  You have no idea if what they person is saying will apply to you, so make sure you keep this in mind when reading reviews.

Overall, I would just be very careful when looking at reviews of different mattress brands.  I like the site whatsthebest-mattress.com because it has a good forum that is pretty well monitored.  It seems like the community is generally interested in helping everyone out and it is all from an unbiased perspective.  I also like slumbersage.com.  That’s just one person’s expert perspective on a bunch of different brands and topics.  Either way you look at it, be careful out there and read enough reviews so that you can get a good thesis on a company and a particular mattress.  The ultimate goal is to get a great deal on a great mattress (which I talk more about here).  In order to do that, you have to be willing to put in some time and do some good research.

https://www.youtube.com/watch?v=168hdlW4R0E

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The New Mattress Companies Are Coming, Brace Yourselves!

With the great success of the new online mattress companies (especially Casper with all the press that they’ve gotten), I think we’re seeing the advent of a new era in the mattress industry.  It’s already started to happen, and I think it’s only going to continue.  There will be more and more new mattress companies at a faster pace than ever in the industry.  Casper proved that a new company can come in and have immediate success.  There are other success stories as well.  Saatva has been around a long time, and they have slowly built their business, rather than raise money and try to become successful immediately.  Leesa came into the market somewhat recently too, and they appear to have had lots of success as well.  It all makes a lot of sense, as buying online is probably the best way to get a good deal on a mattres (as I’ve written about here).

How will everything play out?  Well, I think there’s a few different ways new companies will try to enter the market and differentiate themselves.  The free trial period and return policy is already extremely favorable for these new companies, so I don’t think there’s really any room for differentiation there.  I think there will be more Casper clones that will attack the price point around $700-1,000.  That seems to be that sweet spot in the market right now.  From there, I think companies will aim for going much below that price point and then there will be luxury mattress companies that sell online as well.

Companies will also try to differentiate themselves by the product itself.  The foam that is used and the layers will be a big point of differentiation.  At some point, however, consumers won’t really care so much about that.  There isn’t a whole lot that differentiates the different hybrid foams, for example.  I do think there will be a company that will sell a truly organic mattress online.  No one’s really successfully made that play just yet, but it’s a trend that is undeniable at this point.  People want organic products, and I think the mattress market is where consumers want to look next.

The online mattress business model is very disruptive and is taking the world by storm.  That is only going to continue.  Established companies will come out with new brands that attack different types of mattress and price points.  New companies will come in very quickly.  It doesn’t take that much time or funding to really get a new mattress company going, so the barriers to entry are quite low.  It will be interesting to see how things play out.

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How Do You Know That It Is Time for a New Mattress?

Mattresses are just one of those things that we have forever unless something rather dramatic happens we may end up sleeping on the same mattress for years without feeling the need to change it. This is not healthy. Mattresses, like everything else, have a lifespan the longer you have a mattress the less healthy it gets for you. The problem, however, is that most people don’t know when it is time to buy a new mattress. This article is a quick guide to tell you when it is time for you to buy a new mattress:
If you wake up most mornings with lower back pain that goes away 15 or 20 minutes after you are awake that is a sign that you need to get a new mattress. This is a sign that the mattress that you are sleeping on is no longer carrying your weight as it should. When you sleep, your lower back takes on some of your weight which leaves you in pain.
If your mattress is thinning out in the middle this is another sign that you need a new one. The ideal mattress should be even from top to bottom. The reason why mattresses thin out in the middle is because of wear and tear you have slept on yours so long that it is literally worn thin. Continuing to sleep on that kind of mattress is a sure way to eventually develop back problems.
If you are getting a new bed you may want to spend a little more and get a new mattress along with it. Your old mattress was suited for your old bed and may not go very well with the new one. In most furniture shops, beds are paired with the mattresses that go best with them.
Pregnancy is a time when every woman needs her beauty sleep but it can be very uncomfortable to sleep nights. If this happens to you maybe a new mattress is the solution. When you go shopping look for a memory foam mattress. These are mattresses that conform to your contours in order to support every inch of your body as you sleep. If your problems persist despite a new mattress you should take it up with your doctor.
If you have had bedbugs in your home it is time to buy a new mattress. Bedbugs are pesky creatures that get into the smallest crevices only to crawl out at night and wreak havoc. They are very hard to get rid of especially in something like a mattress. Throw the old one out far away from the home have the bed thoroughly fumigated before you install the new mattress. You should also check the rest of your furniture to make sure that the infestation is not running through your home.
Mattress Example
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A Good Mattress Could Be the Answer to Your Lower Back Pain

Lower back pain is a problem that afflicts millions of people around the world. Left untreated, it can eventually become chronic back pain that interferes with the quality of life. Most people choose to treat lower back pain with pain medication but the problem with this approach is that eventually, dependence on pain meds is inevitable. Studies have shown that small lifestyle changes, such as changing the kind of mattress that you use, can be a big help in treating back pain.
Going firm with the mattress
Most doctors recommend that people with back problems use a stiff mattress. A study in Spain, however, showed that this is the wrong kind of mattress to use. More than 300 adults who suffered lower back pain were issued either a stiff mattress or a medium one one that wasn’t too hard and wasn’t too soft. None knew the kind of mattress that they were getting. In just 3 months, those with the medium mattresses reported a considerable improvement in back pain both when they were laying in bed and when they were getting out of bed. They felt little or no back pain during the day and they were able to undertake tasks that they were not able to during the experiment. Those on the hard mattresses reported the opposite either that their pain was worse or it was the same. The conclusion was rather obvious lower back pain can be managed with the right kind of mattress.
Keeping your mattress fresh
One common finding among people with lower back pain is that they use old mattresses. Studies show that most people throw away a mattress after about 10 years. This is way too long to have the same mattress. The older it gets the more likely you are to develop back problems. A mattress should be changed ideally every 3 or 4 years. Another important thing to consider is the price of the mattress. Surveys have shown that people who buy cheap ones tend to report more back pain problems that people who buy medium and high cost mattresses. They are like everything else you get what you pay for. Spend a little more and get yourself a mattress that will allow you to rest comfortably every night when you go to sleep.
If you are not getting enough sleep you should also check the kind of mattress that you are using. Although lots of people blame stress for sleepless nights, the truth is that their mattresses are the ones keeping them awake.
A good mattress is a small investment that can change the quality of your life.

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Different Mattress Types: Which One is best For You?

memory foam pillow
Most people buy a mattress without the slightest idea of which kin d would be best for them. Years later, when they have lower back pain or are not sleeping very well, is when they discover that it could have something to do with their mattress choice. This article is a very brief look at some of the most common types of mattresses and who they are most suitable for.
Air mattress
This is one of the most comfortable mattresses in the market but because it often has to be filled it is not a choice than many take into consideration. It is comfortable simply because it takes all your weight when you sleep. This mattress is best for anyone despite their choice of sleeping position.
Memory foam mattresses
This kind of mattress is excellent for people who suffer from lower back pain. It conforms to all the contours of the body and takes the weight while you sleep. Its conformity means that it is great for anyone whether they prefer to sleep on their stomachs, their backs or on their side. That said, these mattresses tend to wear out faster than others so bear in mind that you will have to replace it often.
Latex mattresses
These are very firm and they are NOT good for people who suffer lower back pain. They tend to conform to the body to some degree. They are best for people who sleep on their backs or on their sides. If you can afford a better kind of mattress you are well advised to steer clear of latex mattresses.
Innerspring mattresses
These are mattresses that have springs in the middle but the problem is that although they provide great comfort initially they eventually sag in the middle and have to be replaced. They are not recommended for people who have back problems and also for the elderly.

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When and Where to Buy a New Mattress For A Better Sleep

There are a few things in life that are absolutes for everyone. Those absolutes are that everyone needs food, water, and sleep to function normally. Every single person requires at least some sleep on a daily basis to thrive and do all the things that are required each and every day. If any of these things are in short supply, life can become unbearable very quickly.

In the modern world, most of these things are available to everyone. The only thing that is elusive to some is a proper night of rest. There are a variety of reasons for this. Some people have issues that are related to stress and interrupted sleep patterns. Others simply have a bad mattress and need to upgrade their current one for something better.

One way to tell a mattress is bad is look at the shape of it. If there are large gaps or dips, it may be wearing down and the coils may not be providing proper support. Also, if you wake up having a sore back after a night of sleep that may be another indicator. If this applies to you, looking for a new and quality mattress may be the best move you can make for your health and body.

Looking for a quality mattress requires that you go to a furniture or bedding store that is well-known and reputable in the area. They will be able to show you all of the available styles and models and give you information about their benefits. Also, many are happy to be able to actually lie on the display models and see how it would feel to sleep on it. Its a great way to find a mattress that will work for you and help you sleep much better.

There are many different types of mattresses today and that is excellent because each individual likes different types. With the new latex and memory foam mattresses available, this makes it even more likely for people to have a great nights sleep. This is because these types conform to a persons unique body shape and sleeping position and that can be very helpful to those with back problems.

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A Note On Online Mattress Reviews

There’s a few things you should look out for when reading reviews of different mattresses online.  I’m going to try to run through a few of these things so that you can be fully equipped to make a great decision on which mattress brand you will want to buy.

-Be careful and take it with a grain of salt when you read the reviews on a mattress company’s own website.  While every company will claim that they are publishing reviews of legitimate customers, you have to wonder whether they are willing to publish the bad reviews as well.  It wouldn’t make too much business sense to publish a really bad review of your product on your website.  It’s just going to hurt sales.  Having said that, I am in no way accusing any company of doing anything inappropriate, but I’m just saying to take everything you read on the Internet with a grain of salt, especially when the reviews are on the company’s website.

-Figure out whether the person doing the review has actually slept on the mattress.  A lot of times people will review a mattress brand without having personal experience with it.  That’s not necessarily a bad thing, but it’s just something you want to figure out and keep in mind when you are being influenced.

-Personal preference really makes a difference.  You will noticed that some people will say a mattress is too firm and another person will say the same mattress is too soft.  It happens all the time and it’s because the sleeping experience is so personal and particular that a lot of times it’s difficult to come to a consensus as to whether a particular mattress will be a good fit for most people.

mattress reviews advice

-You definitely want to read enough reviews so that you can get a good consensus on what the average person thinks about a mattress.  I would read multiple reviews or take a look at a site that aggregates multiple reviews (see, for example, the reviews of Saatva mattress on Trustpilot).  Viewpoints is another example of a site that aggregates reviews for mattress brands.  No matter what site(s) you are looking at, always dig deeper.  Some sites will provide reviews of customers who haven’t had much or any experience with the mattress at all.  You want to be careful in that situation and just make sure you understand how long the customer has had the mattress for.

You can’t believe everything you read on the Internet, but if you do enough digging, you’ll be able to get a pretty good consensus on the mattresses you are looking at and be confident that you will be making a really good decision.

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Incentives

Just wanted to write a quick post here.  I wanted to provide a word of caution about two things: those who recommend what to buy online and those salespeople who recommend a certain mattress in a store.  Not all mattress salespeople have your best interests in mind.  Some get commissions for pushing certain products over other ones, regardless of whether it will be a better fit for you or not.

You need to keep this in mind.  If a mattress salesman is telling you you need to buy a specific mattress, you need to ask if he/she gets a special commission if you happen to buy that particular mattress.  Most salespeople work mainly on a commission basis, so they will want you to buy the most expensive mattress possible.  You should be wary of that.  You need to decide what mattress you want irrespective of what a person with certain financial incentives tells you.  This is why it’s so important to do your own independent research.  You should try to have a pretty good idea of what you want to buy before you ever step foot into a mattress store.

The same goes with shopping around online.  Some people might pitch a certain mattress over another.  They may be doing this because they genuinely believe it is the best option for you.  However, they might also be doing it because they will receive some sort of commission if you purchase that particular brand.  This isn’t always the case, but you should at least be made aware of it and adjust your activity accordingly.

So, you should be wary of the incentives of the people that are giving you advice.  If you do so, you will end up with a much better mattress than you would otherwise.

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Some Mattresses Just Look Bad

This will probably just be a short post, but I’ve been shocked at how some mattresses are designed in a way that make them look bad.  They may be constructed perfectly with hours upon hours of thought going into what materials they will be made out of.  BUT, the end result just looks terrible.  I’m not going to call out anyone particular, but those companies probably know who they are.  It’s a smaller consideration, but why would anyone want a mattress that just doesn’t look good.  One of the biggest offenses is that the mattress is completely monotone.  I have no idea why a manufacturer/designer wouldn’t at least try to add a little bit of color and/or contrast to the mattress to make it look okay.  Certainly anyone who buys a mattress can make it look better by putting on the right sheets and all that, but I think people are willing to pay a little bit more for a mattress that is designed to look nice on its own without anyone having to do any of that.

That’s really all that I had to say.  If you are a mattress company executive, do a self-audit and really analyze whether you should improve the design and look of your mattress.  Even if it has great construction and materials, you should at least consider the look of the mattress a little bit.

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