Woburn, Mass.-based bedding manufacturer and licensing group Spring Air International has redesigned its website, SpringAir.com, to highlight its most popular collections, drive consumer traffic to its dealers and increase licensees’ sales.
According to a news release, it is the first major overhaul of the Spring Air site in five years. The new website features the brand’s most popular product lines, Spring Air’s Back Supporter, Four Seasons and Sleep Copper collections. It is also designed to protect retailers’ margins with strict MAP pricing and support marketing efforts and door swings with national advertising campaigns,
Along with content to help consumers identify the right mattress for their needs — including customer reviews, product specifications, sleep tips and more — the new site features “Locally,” a store and product locator that steers online shoppers to local stores with the beds in stock and on their floors, the news release said.
Spring Air is also rolling out a full promotional calendar supported by marketing assets to help retailers drive momentum during key holiday periods when strict MAP pricing restrictions are relaxed. Company officials said this allows Spring Air to protect its retailers’ margins and level the digital playing field.
“The new website is a marketing engine to drive traffic to dealers. As a brand, there is nothing more important right now than helping our retail partners get more door swings. SpringAir.com is an exceptionally designed and curated platform that will do just that,” said Nick Bates, president and CEO of Spring Air. “Our web strategy was designed to first and foremost help retail partners in two ways; drive traffic and also to introduce MAP pricing on the site so it doesn’t compete with them.”
Company officials said the other beneficiaries of the new website are Spring Air licensees. For example, dealers can offer up to $800 off a Copper by Spring Air mattress with a free Copper pillow with purchase through June 2. The promotion is supported by videos, ads, tent cards and other materials — “everything they need to run a successful event,” Bates said. The promotion will run again, June 27 through July 14.
Direct consumer sales will be manufactured by the closest plant then shipped via FedEx or white-glove delivery. Eventually, online sales data will enable sales representatives to identify business opportunities in locations where Spring Air is not currently well-represented, company officials said.
“If we see consumers browsing online, our goal is to send them to a store where they can try the mattresses and buy them, rather than through the website. But if they do purchase through the website, we will have proof of concept to show retailers where we want to capture floorspace that they are missing sales opportunities in their marketplace,” Bates said.
