Last month, British bedmaker Sleepeezee invited a number of its retailers and partners to an event at London’s Ham Yard Hotel to present its new brand strategy and website.
It also took the opportunity to launch its Perfectly British Collection of mattresses – each of which is made using materials sourced from around the UK – and introduce its partnership with new brand ambassador, TV personality, author and NHS practitioner Dr Ranj Singh, who previously worked at Sleepeezee’s factory in Kent.
Sleepeezee recently completed an extensive consumer insights project into how the British public shops for beds. The findings identified a number of common pain points in the bed-buying process, and at the event, Sleepeezee presented its solutions to overcoming these and other common barriers along the purchase journey.
The research also found that customers are often confused by technical jargon, and that the three most important factors deciding a bed purchase are price, size and comfort level.
Sleepeezee’s new website puts these factors to the fore, allowing customers to filter their options based on personal criteria. Additionally, it supports and drives footfall to Sleepeezee’s partner retailers, by helping customers find their nearest stockist after specifying their ideal bed.
The company also presented its new brand campaign – everything is easy when you Sleepeezee – which promotes the impact of a good night’s sleep on health and wellbeing the next day.
This dovetailed into the brand’s exclusive partnership with Ranj, who gave an insightful speech into the importance of sleep, and revealed five practical ‘sleep hacks’ to ensure a soothing night’s rest.