St. Peters, Missouri-based Innovative Sleep Technologies and its Symphony Sleep brand are using social listening to shape its product development and retail strategy. By monitoring platforms like Reddit, Facebook groups and other online communities, the company is identifying sleep issues consumers say keep them up at night.
Symphony Sleep company president John Schulte noted that a growing number of consumers are sharing their “home-made recipes” for better rest online. DIY experiments — such as layering pillows for support or creating makeshift inclines on sofas and recliners — often highlight problems the company’s products are designed to solve. For example, one Reddit thread discussed sleeping on an incline to improve airflow and reduce snoring — many reported improvements in breathing, but struggled with hip discomfort and maintaining an inclined position.
“Symphony Sleep already provides purpose-built solutions, such as our patented Elevation Kit and Hi-Low Lift Kit, which allow sleepers to achieve precise, supportive positioning that aligns with their individual needs and preferences,” Schulte said.
According to a news release, its Elevation Kit’s health benefits include better airflow, acid reflux relief, better circulation and proper spine and neck alignment — its Hi-Low Lift Kit meets the needs of positional comfort and assisted care. Together, these products provide retailers with solutions that address problems consumers are discussing online.
Symphony Sleep’s strategy extends beyond product design. Through point-of-sale demo videos, training tools and in-store marketing such as its “What’s Your Sleep Angle?” campaign, the company helps retailers educate shoppers about the health benefits of adjustable bases. This end-to-end approach ensures retailers can connect the dots between online consumer conversations and in-store solutions, the news release said.
“By pairing social listening with engineering expertise, we’re able to transform DIY frustrations into innovative products that improve quality of life,” Schulte said. “And by equipping retailers with the tools to tell that story, we strengthen their ability to meet customer needs and grow sales.
