Bedding major Sealy has revamped its corporate site, www.sealy.com, after conducting market research that showed consumers’ greatest mattress–buying frustration is trying to determine which bed is right for them.
“Consumers told us the mattress shopping experience is incredibly confusing—the terminology and difference between brands and products is difficult to understand and the online research experience is often disconnected from the in–store experience,” said Jodi Allen, chief marketing officer for the Trinity, N.C.–based company. “We took the feedback to heart, designing the new site to help end the confusion and create a far more satisfying shopping experience for our consumers, while driving more convinced traffic to our retail partners.”
The new site is easier for consumers to navigate with “mouse–over” interactivity that requires fewer clicks to locate information. Site content covers the mattress shopping process, as well as brand, technology and product promotion and comparison information.
Sealy worked with its marketing agency, Cramer–Krasselt/Chicago, on the redesign.