Nowadays, insomnia has become a distressing problem for many people. How well you sleep determines your daily life.
In the United States, 29% of people are drowsy at work. The loss of work efficiency caused by lack of sleep causes a loss of $63 billion in the United States every year.
However, what is unexpected is that the United States, as the world's largest mattress market, gave birth to the first unicorn company Casper.
A brand that started with mattresses, an innovative company that is still focused on improving users’ sleep today. While finding its own super product strategy, it also received a round of financing of US$100 million at a valuation of nearly US$1.1 billion...
How does the super product strategy of this mattress company make itself a unicorn?
Founded in 2013, Casper chose an online e-commerce operation model, directly facing consumers, and shouting the slogan to become the Warby Parker in the mattress industry.
Through the direct-to-consumer model, the relationship between enterprises and users has undergone a fundamental change. From innovative products to market-oriented products, Casper’s super product strategy has changed the way users buy products and subverted the industry structure. The only way for users to build strong relationships.
In the super product strategy methodology, the company relies on the high quality of the product and the spread of the Internet to direct direct sales to users, reducing the price difference that dealers earn, and appropriate marketing to quickly occupy the US mattress market.
Not only that, in order to make the mattress product a good product, the Casper enterprise team has continuously explored user needs, selected the popular mattress material through countless investigations and studies, and launched the first "The Casper" in 2014. Mattress, this product adopts a four-layer sponge superposition design, the top layer is a breathable sponge layer, the second layer is memory foam, the third layer is the transition surface, and the fourth layer is support cotton. Make the product have good support, soft and not easy to deform.
Comfortable, easy-to-use, and cost-effective are users' impressions of Casper products.
In fact, the early Casper was able to attract the attention of users because of the concept of boxed mattresses.
After users place an order on the website, Casper will pack the mattress into a rectangular box the size of a mini refrigerator and provide them with free delivery. After the user moves the box to the bedroom and opens the mattress, the mattress will slowly unfold and restore to its original shape within 60 seconds. The unique boxed mattress has greatly improved the company's reputation.
More and more users publish Casper's unboxing videos on social platforms, and users' attention to the product directly translates into encouraging sales.
28 days after the product was launched on the market, Casper reached a profit of $1 million, and its first year sales exceeded $100 million.
Compressed mattresses stimulate the curiosity of users and increase their desire to buy and share. It makes the installation of the originally monotonous, time-consuming and labor-intensive mattress quick and convenient, bringing users beyond expectations during the unpacking process. To a certain extent, it also reduces the express delivery costs of enterprises.
What’s more worth mentioning is that in online sales scenarios, many mattress companies cannot provide users with physical and tactile feelings for users to judge, but Casper provides 100 nights of free trial sleep services and a 10-year product warranty. If you are dissatisfied with the mattress, you can get a free refund.
After four years of business development, Casper's revenue exceeded $600 million. With the continuous increase in sales, the strategic direction of Casper's super product has changed. It is no longer an e-commerce company selling mattresses, but has become a sleep technology Service companies...
Casper started by selling a mattress, which really helped Casper's rapid development, but mattresses belong to a low-frequency consumer category. If companies want to maintain growth, they can only expand their product lines. They start to transform from a single product retailer to a sleep technology company. In addition to the addition of conventional pillows, bed sheets, moisture-proof duvets, bedside tables and other furniture to the product line, Casper also established Casper Labs, a sleep research center.
Casper's first furniture product: Casper Glow, the softness of the light can be controlled by gestures, the light of the flip lamp can be gradually brightened, and the brightness can be adjusted by turning the bulb clockwise or counterclockwise. At the same time, Casper has developed a matching product With application controls, users can personalize settings through their mobile phones, and soft lighting can help users better fall asleep.
In order to create a more complete product line, Casper launched an eye-catching campaign to transform a large truck into a mobile sleeping compartment, and began a 120-day national road trip, where users can experience a new sleep in the mobile compartment Experience, through this, feel Casper's products and services.
In 2017, Casper started a combined online and offline channel sales model, reached more consumers, and gained a new understanding of users' consumption habits.
And in 2018, the first offline sleep experience concept store was opened. There are 9 separate sleeping cabins in the store. Users only need to spend 25 US dollars to rest for 45 minutes in the cabin. All come from the Casper brand. With the development of offline stores, Casper has transformed from a mattress company to a sleep product technology service company.
Since the development of the company, Casper’s super strategy has not only led the direction of the mattress industry, but more importantly, it has brought value to users, and made people begin to notice the importance of mattresses and sleep products. When people talk about Casper In a company, it is not only about its comfortable mattress products, but more importantly, it provides users with brand-new sleep services and experiences, and brings users a better lifestyle.