Can a 1.9-meter mattress be packed into a big carton? If it had been ten years ago, it would definitely shock everyone's jaws, but it is already a routine operation for now.
In the past, buying mattresses was a very troublesome thing for consumers. The strength of sales staff, high prices, and dazzling choices made them a headache for consumers.
In the United States, there is such an Internet mattress brand, Casper, which has changed consumers' habits of buying mattresses, and has become a mattress company that is unique in all aspects through social networks with lightning speed.
Just make one mattress, focus on one product, drive the development of the enterprise with the product as the core, and provide users with high-value products that users really need. This is the super product strategy of Casper.
The concept of boxed mattresses has attracted the attention of many consumers since its launch. This distinctive mattress brand insists on making only one mattress and delivering the mattress to consumers’ homes at a reasonable price. . Two years after its establishment, Casper's sales reached US$100 million. It even attracted the investment of many European and American stars, such as Adam Levine, Toby Maguire, Leonardo DiCaprio...
What is the charm of Casper that can help companies become the industry leader? This article will lead you to analyze Casper's super product strategy.
01
Super product strategy: farewell to entanglement
When traditional mattress brands and physical retailers are in a melee, high mattress prices and dazzling choices have become a major pain point for consumers, so how to let consumers quickly choose a mattress Casper is to provide only one bed Mat to meet consumer demand.
There is not much difference between the mattresses of different physical mattress retailers, and even mattresses of different names or styles may be the same in different stores. Consumers cannot perceive these. For only selling one type For Casper of Mattress, they did not make this decision arbitrarily, but a pain point discovered through insight into user needs.
For a long time, many consumers sleep on their side, prone, or back...Most consumers have been constantly changing positions almost overnight.
Many mattress companies sell different products to consumers to meet their different needs, but these needs do not actually exist. So only one product can satisfy most people.
Now that you have decided to do it, you must do the best. Casper walked into the user and looked at the product from the user’s point of view, and found that there are two mattress materials that are popular, that is, latex and foam. When the two are combined At the same time, a comfortable and strong mattress can be born. Although some consumers prefer mattresses with springs or inflatable materials, Casper believes that capturing the core user group is the focus, even if some potential users are lost. It is also worth it.
Tips: Insight into user needs, find user pain points, focus on a product, provide them with the best mattress, and return the mattress market to a consumption model that allows most users to shop happily.
02
Super product strategy: proper marketing
The birth of every super product requires proper marketing to reduce user churn, especially for start-ups.
Casper’s marketing method is quite unique. It puts a 30 kg mattress into a box the size of a washing machine, and then allows the staff to ride a bicycle to carry it for delivery. Along the way, it attracted the curious eyes of many passersby and increased the brand’s reputation. Mystery.
Soon, boxed mattresses became a hot topic, making Casper products sold out as soon as they went online, and many users even shared videos of Casper mattresses unpacking on social platforms. From a mattress company no one cares about, Casper has successfully attracted the attention of users through social platforms.
When consumers took the mattress from the courier and watched it slowly expand and grow, this complete process brought them a surprise, and the user received not only Casper's mattress, but also a thank you Card and a bedtime book.
A super product requires not only good enough products and proper marketing, but also meticulous attention to details.
When Casper first established the website, they set up a section on the website, that is, chat with the founder.
Consumers can directly report product problems to the five founders of Casper and give them their opinions. Not only that, the mattresses sold by Casper are promised to be delivered on the same day. Considering that users who purchase mattresses may have no beds available while waiting for the mattress, Casper bought a batch of air mattresses on other e-commerce platforms to give them free of charge. The waiting user.
The shopping experience that was originally a headache has become full of surprises in Casper. This new shopping experience brings freshness to users.
Tips: Good products require proper marketing, coupled with meticulous attention to detail, can bring users beyond expectations while promoting user self-dissemination, thereby increasing user stickiness, forming super growth in the super product strategy, and bringing more to the enterprise Sales.
03
Super product strategy: the road to enterprise transformation
Selling mattresses outside the exhibition hall, launching its own original magazine, and giving recommendations for mattress products. This magazine is priced at $12 each. It advocates how consumers should pay attention to the modern life of comfortable and healthy sleep. For Casper Said that this magazine is not a marketing, but as a tool to connect businesses and consumers.
Seeing here, we will find that Casper is not only a mattress company, but more like a brand, and magazines have become one of their products. Expresses Casper's ambition to penetrate all aspects of users' lives.
With fierce competition, Casper tried to transform itself so that it would always be ahead of its competitors. Soon, it found its way to become a mature sleep technology company to solve users' sleep problems in an all-round way.
Soon, Casper set up a research and development laboratory in San Francisco, where you can see the test content of all aspects of Casper's mattress product line. So that later Casper launched a small night light that can be connected to the application. With products as the core, it helps Cozy to achieve transformation, and establishes the technological direction to provide users with sleep products and tools.
Casper will adopt the appropriate gray scale before the product is launched on the market. In other words, Casper employees, family members and even their friends are the first users to experience the product. For example, companies will test the effect of the temperature in the room on the mattress, how to understand the user's sleep time and breathing rate at night, and even whether they feel too cold or too hot when they sleep.
Casper is serious about enabling users to sleep well.
Tips: Drive the transformation of the enterprise with products as the core, pay close attention to the core user groups, carry out grayscale products, and continuously iterate the products, which can effectively avoid the risk of enterprises being eliminated.
04
Super product strategy: Combining online and offline
Although online sales bring convenience to consumers, offline physical stores can provide consumers with a unique consumer experience. In 2018, Casper opened the first permanent offline sleep experience concept store: The Dreamery.
The purpose of The Dreamery is to make healthy sleep a habit of people and strengthen people's attention to sleep.
There are 9 independent sleeping cabins in the store, and the mattresses, beds and other beddings in the cabins are all from Casper. Consumers only need to spend 25 dollars, you can experience 45 minutes of rest time in the sleeping cabin.
However, when The Dreamery opened, its rival, Mattress Firm, the largest bedding retailer in the United States, closed more than 3,000 stores...
Physical stores can accomplish many things that cannot be achieved through online channels. Therefore, entering offline physical sales has become an unavoidable part of many companies. While increasing online and offline sales, it helps to cultivate core user loyalty and Attract new users and stimulate their desire to buy.
Many consumers hope to test sleep or touch the product before buying a mattress. Casper's physical store is not at the expense of online sales, but has achieved growth through a combination of online and offline.
Although Casper continues to expand other product lines, mattresses are still the main product, and continuous optimization of products is the key to Casper's creation of super products.
The success of Casper also allows many companies to see the opportunity of "technological sleep". For example, Apple has added sleep functions to mobile phones, and Bose is iterating its own noise-canceling headphones...
Regardless of Casper's future development prospects, its super product strategy has set off a new revolution in the "sleep" battle. In this wave, Casper has already gotten rid of its competitors and successfully entered the game in a relaxed way.