Sleepeezee is demystifying the bed buying process with the launch of a new website, that simplifies the purchase journey and is designed to drive traffic to retail stockists.
The British bed maker is aiming to raise brand awareness across online and digital platforms with a new slogan – Everything is easy when you Sleepeezee – and leverage its partnership with new brand ambassador Dr Ranj Singh. The company is also launching a new bed collection called Perfectly British, which includes materials only sourced in the UK.
The rebrand at the 95-year old, Kent-based manufacturing company, follows consumer research conducted by PwC Research that found consumers were often overwhelmed when shopping for a mattress, frustrated by the process and that they had a poor understanding of the industry jargon.
Sleepeezee CEO Joe Wykes said the company wanted to demystify the customer journey and at the same time increase awareness of the Sleepeezee brand.
“The customer gets bamboozled,” he said. “One in four shoppers goes into a store and comes out not having bought.”
Wykes revealed that when customers were asked to name a bed brand, two in five cited a retailer, two in five did not know one and only one in five could name a bed brand.
“Sleepeezee is not at the forefront of people’s minds when people are buying a mattress and we want to push the brand to the forefront of customers’ minds,” Wykes said.
The new-look website features stylish, lifestyle photography with large, graphic headers and simplified language. It includes a bed building tool, which focuses on three key aspects of the bed buying process: size, comfort and price.
It also features a ‘find a retailer’ option, enhanced by a geolocation tool, which enables shoppers and browsers to pinpoint individual products at individual retail locations.
Doctor and TV presenter Dr Ranj said he was proud to be the Sleepeezee brand ambassador and the brand was close to his heart – his mother has worked at Sleepeezee for over 30 years and he tufted mattresses at the factory during his student days.
“I genuinely think the products are such good quality,” he said. “The partnership is so synergistic – I feel they genuinely care about offering their customers the best they can get and it feels like I am giving back to the brand.”
Dr Ranj also highlighted the importance of sleep and its impact on health. “A huge part of what I talk about is sleep. Sleep has an impact on so many aspects of our lives – mental and physical,” he said.
Dr Ranj emphasised the importance of sleep hygiene ie consistent sleep and wake times and an environment that was warm, dark, dry and comfortable plus purchasing a mattress that represented good value for money.
The new Perfectly British bed range offers three models: Strand, Regent and Mayfair, featuring locally-sourced materials including British Wool from Yorkshire; steel for the pocketed springs from Barnsley; fabric for the ticking from Northern Ireland and the fillings, wool, cashmere and silk mix, blended in Mirfield. Sleepeezee is supporting the launch of the range with a £10.00 cash donation to the UK charity Crisis for every mattress that is sold.