I never thought a mattress could become trendy until I met the brand, Casper. Casper was created in 2014 after a few roommates of a man named Kasper noticed his feet hanging off the end of his mattress night after night. Then came the idea for a mattress company that would be based on a more holistic approach to selling mattresses. They wanted to sell the idea of wellness. What Casper stands for "is an experience around sleep that’s very connected to being human." (Prikh, COO of Casper) They also benefitted by the name Casper for its humanizing qualities it adds to an otherwise bland mattress company.
Five years later, Casper is looking to take a new turn in its brand to targeting the 'all work, no play' culture. They gathered insight into the new trend that sleeping has become lame and that the "hustle" is what most young adults in their target audience are striving for. However, Casper is all about wellness so where's the wellness in that? They decided to launch a few new products separate from their line of mattresses that would encourage those weekend stay in Netflix nights and promote a good nights sleep. They want their customers to feel good about that extra snooze they took instead of staying up all night grinding. They know that their mattress company is booming, but they wanted to go back to their roots that are centered around selling the whole wellness experience, one that is currently very trendy among young city adults.
They came up with a new brand idea to create a line of tech products to enhance the quality of sleep along with partnering with meditation apps like Headspace. One of the first new tech/wellness centered products they released is a glowing night lamp that you can place on your nightstand that dims as it gets later in the night. This should help those more insomniac inclined to fall asleep quicker with a more regulated circadian rhythm.
Casper's success has come from unordinary marketing styles. They take a different approach to selling mattresses, making their showrooms more interactive or by opening a Nap Shop in New York or sending mattresses in boxes via Uber. Its main objective is to not get lazy and resort to being just successful mattress sellers, but to stay true to their main goal of giving consumers the best night sleep possible so that they can be their best selves during the day.
The strengths of the company is the owners focus on keeping the customer satisfied and staying true to his original mission statement. He offers high quality mattresses that are easy to get and affordable. He is tapping into a market with unmet needs for a holistic sleep experience that many don't even know they need yet. Why buy just a mattress from another company when you can buy the whole experience from Casper. Caspers brand image is also beautifully crafted with clean blue graphics and a social media following of 146K.
There are weaknesses in not addressing the fact that there may not be that large of a demand for holistic sleep experiences in order to keep this going long term. Many customers may still value the traditional process of going to a mattress store, choosing high tech mattresses like Sleep Number, or opting for a cheaper option like mattresses from Ikea. People also keep their mattresses around for a long time so the turnover rate for purchasing isn't too quick. However, this is when their other product lines can come into play and help out with side incomes that may be more profitable.
Overall, I think it is a great idea to add in the new Casper Glow light to their product line, its unique and something that many can become excited about. By partnering with other apps and creating new tech to benefit the sleep experience, new consumers could come in from the side with these smaller products and result in buying the mattress after growing loyal to the brand. Taking wellness journeys is very popular in 2019, and people will jump at any chance for self improvement, especially if its through a new tech device. Casper is well aware of the changing environment and is adjusting accordingly.
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