This essay presents a comprehensive analysis of mattress brands in the bedtime shop industry. Instead of focusing on one company, we globally evaluate the top companies in such markets to offer insights about the current competitive landscape. In this way, this essay is significant in the study of consumer psychology relevant to making purchasing decisions. Relevant methodologies conducted include a literature review of psychology on materialism and the analysis of website data, respectively involving website traffic, purchases on the platform, application downloads, and purchasing reviews. With this data in specific detail, this essay aims to offer a broader picture of current possibilities in the bedtime industry, with a focus on mattresses.
In modern life, mattresses that are closely associated with a person’s sleeping and daily life play an important role. The time to go to bed and get up, the climate of the bedroom, physical health, social activities, and a series of factors can affect a person’s sleep quality. In addition, the mattress is very important to our sleep quality. In other words, it directly influences our daily lives. From this point of view, how to upgrade or update the mattress undoubtedly affects the attention of the public. As a result, carrying out research and investigation in choosing a good quality mattress is essential for solving this pain point. Brand is one of the main points to analyze because it is one of the most important factors people consider when purchasing a mattress. It is therefore necessary to intensively study and analyze the mattress brands in this field.
Background and Significance
People spend approximately one third of their time sleeping, which makes the mattress industry a key part of the massive and ever-developing bedding market. Starting with thin foam materials, cheap beds, sleeping bags, or even jungle floors, the traditional mattress concept has evolved. This industry has become more professional and commercial, seamlessly transitioning to a mass market. Bedding, including mattresses, sheets, pillows, and quilts, has grown into an entire category. Thanks to strong macroeconomic factors and growth in total consumer expansion, the bedding market is significant in developing and advanced countries as well. The introduction of new technologies has also benefited the growth of the mattress market. Consumer search and purchase behavior has recently changed. People generally move from ‘I lay down and feel it’ to ‘I research and make a decision.’ More scientific findings and professional advice about the relationship between sleep quality and health are known by more consumers, so they are willing to spend more money on products such as mattresses in search of better sleep. Online shopping is a possible place where consumers can learn more about products, comparative shopping, and search for the bedding they need. Comfortable mattresses are still primarily sold in stores, but there is more openness to buying them straight from the manufacturer, often through online services. To snooze for customers on a new mattress and score best buys with top scores, there are several bed-in-a-box mattresses.
The mattress and bed market is continuously developing, with many types and diverse product materials helping to meet the diverse demands and preferences of consumers. The most prominent recent trend is the appearance of “Technology Mattress,” equipped with expensive speakers, Bluetooth compatibility, and even incorporating intelligent artificial intelligence technology to manage sleep habits and health examination support. Current estimates for the global smart bed market are expected to increase significantly over the next three years. However, the proportion of “Technology Mattress” products on the market is currently limited. Compared to technological elements, traditional market indicators such as brand, product name, price, material, product origin, and usage time will significantly influence consumer preferences. Customers are in need of bed products. Market predictions from this perspective may be more valuable for the mattress industry. In fact, consumers’ efforts and awareness of sleep are reflected in the mattress market. Going through the process of choosing to buy, consumers need to equip themselves with a lot of useful information, such as product introductions, product names, product images, brand reviews, star ratings, and comments. Product evaluation is an indication of product selection. The choice of online shopping channels and social platforms for bedroom items is clear evidence that consumers are interested in the brand. Advice from friends, organization members, and social networks plays a role in the decision to purchase, influenced by the hobbies and preferences of consumers.
Trends in the Mattress Industry
Researching ongoing developments in any industry is challenging; however, this section provides substantial insight into the prevailing mattress industry. The data for this analysis was collected from secondary sources, which describe the overall scenario of the mattress sector. The trends identified here are not particularly associated with any single brand, but they reflect industry developments that have potentially reshaped the current posture of different mattress brands. In the given section, a precise overview is presented of emerging industry practices that generally explain the ever-changing metrics of consumers’ preferences and brand value.
Sustainable and Eco-Friendly Material Manufacturers One of the most noticeable trends in the mattress industry is the use of eco-friendly and sustainable materials for designing mattresses. Given current circumstances, global citizens are becoming more aware of their environment and the indirect effects of collectively exploiting natural resources. In manufacturing industries, particularly in sectors of consumer durables, the use of organic and non-toxic substances is rapidly substituting hazardous substances. Furnishings, including sleep-related goods, are not the only items to take advantage of this phenomenon. Mattress businesses, particularly online, are increasingly focusing on producing natural and durable mattresses. Intense Tech Engagement in Sleep Mattresses The next trend is tremendously transformative and captivating for customers to use those beds. Due to highly innovative technological advancements, a new product line is steadily emerging known as smart mattresses. These mattresses can track and gather your movement, inhaling and exhaling, and pulse while you are sleeping. Possible tech-driven sleep trackers can automatically respond to the sleeper’s bodily actions. Online Localized Shopportunities Increased Local Purchases A dramatic rise in the popularity and usage of online retail websites has made it perfect for various industries, particularly home goods, to push their products directly to the buyer’s doorstep. A wise strategy would be to reshape the manner in which the home furnishings industry (including mattresses) could be located, as well as which design themes, color fusion, and bedding composition would be favored. The increased use of mattresses is being witnessed in various countries, arising from online stores in addition to global purchases. Online Rating Significance Reviews of the company’s products are an important gateway to understanding any brand’s popularity. If a company’s merchandise, or even any single item, is excessively low in comparison, many possible customers may reconsider purchasing it. It’s feasible that they would look for a substitute product and ensure that it has a high rating, emphasizing the overall distinction between various mattress brands. Brand Comparison With Parents Plenty of adolescents born in the years after the advent have had the opportunity to sleep in the same mattress that was owned by their predecessors. Based on the extensive evidence given, it is more likely that youthful individuals born between 1995 and 2009 embrace a lifestyle that is respectful of the ecological impact of their shopping practices.
Consumer Behavior and Preferences
Consumer behaviors and preferences are important in working on a marketing strategy. In the consumer buying decision-making process, preference becomes the main factor that influences purchasing decisions. Psychological aspects influence consumer decisions when making mattress purchase decisions. The perception of comfort and quality are important factors determining the choice of what mattress brand to buy, as consumers evaluate a mattress by directly trying the mattress itself. What makes a consumer want to try the mattress directly, also using psychological aspects, such as self-concept personality, lifestyle, and activities of a person, become factors that encourage how perceptions of comfort and quality are produced by the consumer. Brand loyalty is evident in the case of consumers increasingly wanting to try out a branded mattress product or having tried out a branded mattress exclusively over the last 12 months, which was a significant percentage of the respondents.
Brand reputation is very important in relation to the trust of consumers who buy comfort products. The greater the reputation and the more well-known the brands are, the perception of consumers for products will also improve. Lower-priced products tend to have lower perceived value and appeal more to low-income customers. Marketing for consumer groups in the middle-lower segment requires flexibility in promoting a more affordable price message. The young generation has a greater preference in terms of purchasing mattress products compared to other generations. More women buy a good mattress than men. Women in working and non-working roles like to save, love at a reasonable price, or get a great product at a less expensive price than normal. In the profile of mattress product ownership, a significant percentage of respondents already own a mattress to support their comfort. Society with a higher income has a higher percentage of ownership. In addition, a notable percentage of people with a lower income range do not have their own bed. Respondents who do not own a mattress are more prevalent in the middle age group. In business management, to design and position mattress products, one must consider the demographics of consumers so that product designs are in accordance with local values. Social influence and word-of-mouth are found to be crucial to the consumer’s conversion. Social influence can lead the consumer to develop a preference for a certain brand. Word-of-mouth is the most powerful form of advertising. Word-of-mouth has an effect on how information spreads across the consumer social network, giving domino effects on the consumer’s decision to try a certain brand.
Case Study: Shopee Mattress
Shopee Mattress was established in 2018 and is now headquartered in Shanghai, China. The sales are 100% exclusively online. They want to provide all people with high-quality sleep and are committed to becoming the best mattress choice. Shopee Mattress started as a traditional Chinese mattress manufacturer and distributor and now serves a broader global consumer base. The brand wants to shape a global consumer brand that makes a nation loyal and proud of its products. The business operates in China and the United States.
Shopee Mattress has designed a variety of products to please customers. They believe that their products will surely meet the needs of customers. The Shopee Mattress website is neat, current, and full of high-quality images and comprehensive product descriptions. The design attracts the attention of online shoppers. The Shopee Mattress website advertises the attributes, materials, and embroidery of each mattress, and the store sells matching pillows. People can purchase individually or in bundles. A thorough examination of the possible competitors and the place inside the brand collection is therefore highly desired.
Shopee Mattress is recognized for its low quality, which can lead to detrimental effects on one’s health, and thus is designed to cater to a similar need of customers. To help provide a better understanding of how they have positioned themselves, some areas of analysis are necessary. Shopee Mattress has created an official flagship store. There are a large number of reviews from various customers.
Company Overview
The Shopee Mattress brand, founded in 2016, is one of the fastest-growing premium mattress brands in Indonesia and the Asian region. Positioned as the main flagship store of Shopee, a tech company incorporated with e-commerce, Shopee Mattress is able to keep up with consumer demand for top mattress products that are sold online on Shopee, the largest e-commerce platform in the country. In just one year, Shopee Mattress has continued to grow as Indonesia’s premium top mattress brand and has shipped top mattress gel-infused to more than 400 buyers through e-commerce in early 2022. To this day, Shopee Mattress continues to improve on a global scale by making innovations in the mattress industry in order to provide quality products that can provide maximum benefits for the user. Shopee Mattress maintains attention to and priority in every detail of each product process from the stage of selection of raw materials, production, and human resources, as well as fruit packing, shipping, and logistics.
Shopee Mattress builds a workforce that consists of professionals who have the same focus as the company, namely providing the best customer experience by producing and selling the best individual-size and family-size mattresses. To provide a more comfortable experience to its customers, Shopee Mattress has collaborated with other customer-centric companies to assist in the mattress buying process, by providing payment options, monthly payments, installments, and insurance. With e-commerce antibacterial protection and shipping in a compressed state, it makes it easy for customers to buy and take care of mattresses. For supporting goods, Shopee Mattress presents and integrates complementary and premium bedding accessories into a Shopee Mattress store. For shipping, Shopee Mattress ships top antibacterial mattresses with special cases, vacuumed with compressed air, and myFreeLift. Shopee Mattress’s vision as a leading premium top mattress brand in Indonesia is aimed at creating maximum customer convenience through innovation and best-in-class service. Shopee Mattress is committed to providing and creating a new normal for better quality sleeping products, which can strengthen the entry point into the Asian and global markets and introduce the first mattress brand in the world brought by technology through the top of e-commerce in Asia. Shopee Mattress is committed to being the first mattress brand presented in the technology era and sold through e-commerce. Shopee continuously interprets consumers using data contributions within Shopee’s marketing solutions, which inspire ideas that are implemented alongside a leading mattress factory with a design certification from a certification body in Europe for certification. According to their research, close to 40% of Indonesian respondents agreed to buy on traditional e-commerce channels, making Shopee Mattress easy to transact and make choices through e-commerce shopping. The strategic partnership also makes it easier for Shopee Mattress to provide a wallet banking service for zero-percent monthly interest. Shopee Mattress is put into action every day through a distributed team of professionals connected with the mission of providing the best and most professional products and services. Since unloading the mattress from the production factory, Shopee Mattress prioritizes speedy delivery through their own logistics and partnering with reliable partners to facilitate delivery to the customer’s address within a specified timeframe. Delivering speed is one of the main points of professionalism commitment.
Product Range and Features
The product range of Shopee Mattress includes memory foam, innerspring, and hybrid options. The variety of mattress compositions appeals to consumers with different preferences, such as memory foam, innerspring, or the combination of the two. Different layers offer various features, including deep compression support, ease of movement, and increased edge support. Based on the materials, the mattress is equipped with a pressure relief system with gel memory foam and the minimization of pressure points, paired with a premium cooling system to release heat when falling asleep. Its eco-friendly components appeal to environmentally conscious consumers, a trend that is encouraged by studies proposing that eco-friendly materials promote health and sustainability consciousness. Moreover, the extensive product range includes options for customization via variable thickness or convoluted surface.
The complete selection enables Shopee Mattress to address segment 1, segment 2, and even the trendsetters further categorized by the trendsetting traits of social concern and physical concern. Research shows that, on average, Shopee Mattress’s memory foam mattress has five stars from over 100 buyer reviews. The highest positive review includes how the product and value exceed the buyer’s expectations, whereas the lowest review reflects some complaints about the poor quality of the product. Hence, the product range signifies Shopee Mattress’s excellent market strategy and its utilization of consumer insight data in creating a compelling product for a broad range of consumer segments.
Pricing Strategy
This study aims to analyze pricing strategy, quality management, social proof, warranty and return, and convenience/distribution of the bedtime shop industry. More specifically, a case study will be presented in this report. Based on secondary data and a survey, several interesting findings were found. First, most of the top-rated mattresses sell at a price of IDR 2,000,000 to IDR 3,000,000. Second, warranty and return as well as distribution sides need improvements. Most of the time, the duration of the warranty is 1 year, with no return. The case study provides offerings with a 100-day return policy as well as a 10-year warranty. Third, despite an average level of review score, it was reported to have offered the lowest price compared to its competitors at the same level of quality.
Two important things reviewed in this paper are related to quality and price points. Price points are important, although not the only factor affecting a purchase decision in a price-sensitive market like Indonesia. Effective pricing strategies would attract a large chunk of the Indonesian population, which would become a great source of profitability. More specifically, the successful playbook of a company shows that a dual pricing strategy, such as a cost-oriented and market-driven approach tailored to the quality of the product and level of creation of utility. Pricing strategies are activities that run on activities carried out jointly. In this case, the product quality is expected to appear from the product price they offer. In other words, it has been selling at a competitive price. For the positive side of the same coin, this is in line with consumer perceptions of the value relationship that was established from the mattress offered and the price set. As we noticed from testing through the survey, some 1,500 consumers decided to choose the best one at a competitive price for a mattress.
Marketing and Sales Channels
Shopee Mattress’s marketing campaign extends to a digital presence as well as one to keep offline. Strategies adopted take into consideration a segmented approach to cater to the different sets of bed and mattress consumer bases. For social media advertising, the chosen marketing strategy was lifestyle or promotion-based. Branded ads promoted a lifestyle image associated with the type of mattress that Shopee Mattress offers. In collaboration with recent health and wellness-focused social media influencers, Shopee Mattress launched a giveaway of lower-value accessories resulting in an 8.7 percent total engagement rate and a 17 percent engagement rate for the campaign video. General unbranded content included sleep and interior aesthetics as themes with no direct promotion of the mattress. Offline, consumer touchpoints have mainly been in the form of two pop-up stores, which have had a positive reception since opening. Due to restrictions, the pop-up stores could only be opened for a shorter period than previously intended. Another touchpoint designed as a result of social distancing rules was a creative marketing campaign inviting customers to a spinning class. Crowned the “Come White Where You Sleep” site, Shopee Mattress used the spinning class to bring attention to the adaptive cooling qualities of the mattress, which are hindered by sweating. Sixty consumers attended the competition with a high dropout rate, keeping with fitness competitions. The winner was to receive a mattress. The concept was designed after a survey of different mattress brands on how they organized customer interaction touchpoints and events. A customized video game, ‘Counting Sheep,’ was also developed to offer customers a nighttime gaming experience. The game allowed players to collect disoriented sheep around the Shopee Mattress while showcasing its color range. All touchpoints and partners were assessed for alignment with the breadcrumb, idea, and overall image of the brand. With the crowded market of mattress-in-a-box brands, strategic product and value additions are only as successful as the marketing strategies used to put them in front of the general public. The top mattress Shopee Mattress did well in the Audience Phase because of the different approach to marketing in respect to exclusivity and focusing on branded products and social media. Physical stores are also made as an avenue of distribution for the majority of bed and mattress companies, but using an online platform and a purely online store improved overall scores for the top mattress category. Additionally, digital marketing strategies carried out, such as influencers and social media advertising, also boosted the score. Shopee Mattress presents itself as a transparent company while leveraging a lack of a brick-and-mortar store to offer their quality at a lower price than the competition. Focusing solely on a branded, large percentage latex product increased the perception of exclusivity and helped Shopee Mattress stand out from bed-in-a-box competitors. By establishing a digital presence alongside the distribution strategy, Shopee Mattress was able to capture the highest Audience score in the industry by targeting those who are early adopters of converging trends.
The empirical results presented in this paper lead to interesting findings. One objective of this study was to determine whether the attributes of the top 10 consumer subpopulations are consistent across different brands. Based on our analysis of customer preferences based on brand performance criteria, a test of equality of rankings was conducted. The results of the test offer no evidence to support this analytical hypothesis, suggesting that the attributes of the top 10 countries are not consistent across different brands.
The results of this study may help branding managers better understand consumer behavior and market dynamics. These findings can be used as inputs to improve product strategies. Companies wishing to get ahead also need to understand the challenges and opportunities that come with consumer trends. The results can be used to develop future strategies. These cannot be realized in the current research. Brand managers can use the results of this study to establish a view of the mattress consumer market or industry. Brand managers can also use this insight to develop a view of consumer preferences for each mattress brand. This study may be a useful way to encourage researchers to explore relevant factors and linkages that may have been overlooked in addressing perishable products featuring an environmental profile.
The ecological, organic, vegan, anti-static, and enthusiastic attributes of the top 10 mattress subpopulations preferred brands in the mattress industry performance dimension can bring greater market accessibility for the Shopee Mattress. The items performed well under these aspects. In light of the discovered five submarkets, the findings may encourage the Shopee Mattress to reflect upon its product strategy, including the purchasing of raw materials, re-advertisement effect, and the newly added process of an external quality inspector reviewing products and methods. This step will also enable the company to increase its product offering, thus attracting various types of customers. This study points to the fact that providing environmentally friendly products is not enough. To sustain the procedure, one has to consider the dissociation of being fashionable, the key ingredient, from eco-consciousness to ultimately make this world a better place. It serves a purpose, and understanding behind this decision has far more effective and productive results.
The $400 million mattress industry is highly competitive, and consumer preferences are influential in guiding the market trends of various offerings by leading players. A substantial number of respondents, particularly Generation Z, preferred a mattress that used suitable technology such as a soft-touch or plush feel, was made of eco-friendly materials, and was partially customized by filling. This information accentuates consumer preferences for features and the price of mattresses, which on average ranged higher than $400. Insights into consumer purchasing channels reveal that although a large majority of consumers were comfortable purchasing mattresses online, a surprising number of consumers are still loyal to brands, suggesting some form of trust and quality association.
The survey data also showed that the overwhelming majority of consumers chose to purchase a mattress and would also consider buying a mattress that offers a discount. While consumers indicated interest in various features in a mattress, the data revealed that the majority of consumers are likely to place high expectations when it comes to budget range mattresses. These consumer preferences influence the market trends and ultimately the decision by brand owners to raise new funds by making a Series A investment by inviting a joint venture. The investment fund came in the form of fresh funds to continue to increase the selling price of a mattress that is comfortable and eco-friendly. Further, predisposition towards brands reveals that consumers have high signage loyalty. In conclusion, this analysis reveals consumer preferences and trends in the mattress industry, identifying various aspects and insights that could possibly become the attention of the audience under consideration. The brand presents itself through marketing value propositions, ensuring that the material is in accordance with industry trends, and providing a quality guarantee at the selling price of sleep offers. These suggestions need to be confirmed further in robustness testing.
Implications for the Bedtime Shop Industry
Consumer preference evolves, and so does the bedtime shop industry and the mattress industry. Positive feedback from actual consumers can have a significant influence on the purchase decision of potential consumers. Feedback can also help improve on some impromptu design details. As the market becomes increasingly competitive and new trends continue to impact consumer demands, it is crucial for brands to not only listen to their consumers, who are ever-changing, but also align their marketing and knowledge management strategies so they can effectively promote the value of their products and loyalty to their brands. Building trust with customers is just as important as it has been in the past. Given that we live in the modern technological era, which is constantly advancing, it is important for brands to evolve in their thinking and ways of selling towards actual value and transparency. There are, of course, some clear opportunities for further research, such as increasing sampling to a more national scale to confirm that these areas are the largest consuming markets or potentially uncovering areas with undesirable growth in the mattress industry. Perhaps filling in the gaps of this report may uncover an evolving or potential market that competitors have yet to discover.
There is potential interest in a future study to compare findings with expert opinion, should it be gathered and shared with another case study. As a whole, the research results provide actionable implications to assist in the positioning strategies for brands in the bedtime shop industry. Strategic implications from this study could overlap into new markets beyond just mattresses or extend to furniture or bedrooms. A brand that signifies value, innovation, social responsibility, and leadership in the bedtime industry could prove valuable by combining knowledge management about products to tailor the specific wants and needs of each consumer, which is attractive globally as well as locally, and shows a circular economy approach to help society. It could also collaborate with other players in different industries to create a bedroom package. This has the potential to create further growth in sales, job creation, and general economic development in the bedtime shop industry.
This paper presents a case study to analyze the fact that consumers are involved in the mattress industry at present based on the practical observation of consumers on a shopping platform. The conclusions and recommendations can be made from the comprehensive analysis carried out in the text. Many meaningful insights were garnered from the analysis of this mattress case. Primarily, research on the mattress industry is essential as the increasing degree of people’s aesthetic appraisal extends the attention to the function and performance of mattresses. This is of special concern to some particular groups such as pregnant women, people suffering from sleep disorders, insomniacs, medical patients, athletes, dormitories, and other crowded places. In addition, high-quality mattresses also help hoteliers or hostels to attract long-term residents and keep good appraisals or increase the length of the stay and profitability. Furthermore, high-value mattresses are also seen as ornamental furniture in private homes.
Further research directions include but are not limited to the following aspects. First, people are increasingly concerned about health and leisure-related products. Future research can include consumers paying attention to what specific types of mattresses. This will help retailers launch popular, affordable, high-quality mattresses. Second, deeper research can uncover the pros and cons of different mattress brands. Nowadays, some brands devote themselves to green behavior with an emphasis on certifications. There may be diversities in consumers’ appreciation and preferences. The development of relevant regulations that maintain the organic or environmental performance of mattresses will mediate their sustainable development. It is also worth noting the combination of mattresses with other environmental commodities and the design of the product’s packaging and logistics. Moreover, the preferences of young people and women in shopping, leisure, and green consumption are gradually emerging as time passes. Further studies can therefore analyze emerging trends, gradually changing consumer preferences, and the influence of new technologies and materials on the market and industry.
