Serta – The Power of Engagement

//Serta – The Power of Engagement
Project Details

Category:

Client: Serta

Project Description

Challenge

Famous for its Counting Sheep, Serta®, the largest manufacturer in the bedding industry, engaged All Star Incentive Marketing® to help increase awareness of and preference for their premium mattress collections among consumers to ultimately increase Serta Retail Customer sales.

Solution

All Star created a series of custom gift with purchase (GWP) Programs designed to help Serta Retail Customers acquire market share and increase unit sales. Frequently the giveaways are centered on premium product which drives profitable business for our Serta Retail Customers. Proven brand name giveaways to entice product purchases included Samsung® Tablets, Omaha Lobster & Steak Packages, Cuisinart®, FitBit®, and Keurig® Brewing Systems. There are plenty of giveaway options at different price points. From a Keurig® Brewing Systems that is roughly $220 to an Omaha Lobster & Steak Package that is roughly $100. With these programs, there is really no need to give away the typical accessory items that are common in this industry – pillows, delivery, mattress protectors, etc.

Results

Without question the GWP Program has been met with great success, creating enthusiasm amongst the sales team and enabling Serta Retail Customers to acquire competitor market share. In 2014, the Grovetown GA plant launched fifteen (15) GWP Programs generating 15% lift in sales for participating Serta Retail Customers. According to the ISPA Report, when compared with the same time period, the industry only reported a 5% increase in sales. In addition, the average unit selling price at participating Serta Retail Customers grew 22%.