Tempur Pedic
Industry
Location
Timeline
Brand Overview
Tempur-Pedic, a Georgia based company, is a family-owned business that has been operating for over 35 years. Their vision is to provide and distribute the finest quality pillows in America. Tempur-Pedic takes pride in their superior American manufacturing and products.
The company is dedicated to creating premium products at affordable prices. With state-of-the-art facilities, Tempur-Pedic has the capacity to produce over 4,500 pillows per day and aims to expand operations within the US.
Have a pillow idea? Tempur-Pedic can bring your ideas to life. They can create pillows of any size and style, including square, rectangular, and bolster pillows.
The Techload Services
- Marketing
- Video
- Lifestyle Images
- Infographics
- Advertisement
- Platform Management
- SEO Optimization
- Brand Content
- Troubleshooting & Logistics
The Challenges
Re-Selling Products – Tempur-Pedic is a well-known brand renowned for the quality of their pillows, establishing a strong reputation among customers. However, their sales on Amazon did not accurately reflect this reputation. Amazon began reselling returned pillows as used items, resulting in customers receiving subpar pillows that did not meet Tempur-Pedic’s high standards.
Creative – The brand encountered a high number of returns due to customer confusion regarding the appropriate pillow size and selecting the best pillow insert for their sham.
PPC – Only Sponsored Products campaigns were in place, with no additional advertising strategies implemented.
Catalog – Amazon mixed up the parentages, pillow types, and inaccurately displayed sizing information on the product page.
The Approach
In order to define our strategy, we began by analyzing our target market and its size.
We then implemented an integrated plan consisting of the following elements:
Marketing & Design:
Using data from Amazon Analytics, reviews, and other available information on the Amazon platform, we defined the primary persona of our ideal customer who purchases Tempur-Pedic pillows. With this data, we created compelling A+ Content, Infographics, and Copywriting that address our customers’ main pain points and concerns. Our aim was to minimize returns, which have a significant impact on our bottom line.
Catalog Fixes:
We conducted a thorough review of all parentages to troubleshoot inconsistencies in sizing, a common issue in the Amazon catalog that requires regular attention due to frequent updates.
Advertisement & PPC:
To increase our market share, we devised a clear strategy and implemented different campaign types:
- Sponsored Product Ads: Targeting main competitors, primary keywords, and long-tail keywords that generate sales.
- Sponsored Display Ads: Targeting high-converting categories and striving to appear at the top of search results as frequently as possible.
- Sponsored Brand Ads: Enhancing brand reach and awareness by utilizing competition keywords.
- Defensive Campaigns: Targeting our listings to ensure our products are prominently displayed across our product pages. We consistently create valuable posts to ensure that customers seeking solutions are aware of our products.
Conversion Rate:
Even after optimizing our listings, we identified further opportunities for improvement. Through AB title tests, we discovered that shorter titles increased the conversion rate for these items. We continuously test main images and A+ Content to stay up-to-date with Amazon trends and further enhance our conversion rate.
Important Links
https://tempurpedic.com
The Impact
