Serta Simmons Bedding has appointed Guy Longworth to chief marketing officer and Brian Dengler to chief innovation…
Serta Simmons Bedding is bringing its new Serta Perfect Sleeper and Serta iComfortECO collections to retailers, along with enhancing its website, Serta.com. The upgrades are designed to offer users a more seamless research and shopping experience. The company will also kick off marketing campaigns tied to the new lines.
“This year, we are bringing a tremendous amount of newness to the market across the SSB brand portfolio, including through the launches of our Serta iComfortECO and Serta Perfect Sleeper collections,” said Laura Brewick, president of Serta, Serta Simmons Bedding. “To support these launches and enhance the overall shopping experience for the Serta brand, we are introducing new features to our Serta.com channel as well as marketing campaigns that speak to the strong value proposition of our products.”
The Serta iComfortECO incorporates more sustainable materials, such as recycled steel coils and plant-based foam. The refreshed Serta Perfect Sleeper offers zoned support at a reduced price point. Both made their debut earlier this year at the Las Vegas Market.
New features on Serta.com include more robust content and imagery, as well as a guided buying tool that allows users to select options within a collection to better understand its benefits. The site also includes omni-channel touch points that allow customers to shop either online or with one of Serta’s retail partners.
Brewick said the site’s upgrades will allow the Doraville, Georgia-based company to continue to expand their omni-channel approach while catering to the varied needs of consumers.
“We are committed to serving sleepers at every part of their mattress shopping journey, and through our updates to Serta.com, we are providing them with comprehensive product content that empowers sleepers to make the purchase decision that is right for them,” she said. “We look forward to continuing to meet the evolving needs of sleepers and offering them tools to shop at both our retail partners and e-commerce platform.”
The new Serta collections will be supported by national advertising campaigns that began running this month. The iComfortECO campaign focuses on the line’s integration of more sustainable materials. It includes a 30-second video spot and will run across CTV platforms, digital and social channels. Meanwhile, the Perfect Sleeper campaign includes short-form video content and will run on digital and social platforms. It showcases how the collection helps deliver perfect sleep every night for every type of sleeper.