Maintain sales as their customers shift from in-store to omni-channel, especially during the Covid-19 pandemic.
Increase review collection with product sampling, and share that content with retailers selling their products.
3.5 Million reviews syndicated, 89.3% review coverage across all products, doubled global direct channel sales in 2 years.
Mattresses are a higher ticket, long-consideration purchase, and buying a mattress
today is an omni-channel experience, explains Sowards.
Tempur Sealy has been laser focused on this change in buyer behavior, and how it can support the buying experience for both its customers and retailers. The reality is a typical customer journey is omnichannel, incorporating both online and offline elements.
“Most people spend 224 days to purchase a mattress and 60 of those days are in the exploration stage, where they conduct general and product-specific research,” says Sowards. “Consumers want to touch and test a mattress before they buy, while digital product reviews are crucial early in the journey during the research stage, and at the end for validation prior to purchase.
Today, Tempur Sealy is syndicating 3.5 million reviews across 22 retail partners.
This encompasses nearly 10% of its retailer network which accounts for 80% of its
The Covid shutdowns that began in March 2020 were a shock to Tempur Sealy retailers. Fortunately, Tempur Sealy had its Retail Edge program in place to provide syndication access to Tempur Sealy product reviews.
“Almost overnight, we shifted our resources to help our retailers, and reviews were an integral part of that effort,” said Sowards. “We were overwhelmed by the number of retailers that leaned into review syndication to bolster their web experience instantly. This was an incredible benefit to them, rather than having to invest tens of thousands of dollars to do this themselves over time.”
Working with Reviews Junction, Tempur Sealy is able to garner 500-1,000 reviews quickly
and get those out to its retailers via review syndication. “When we can turn on
syndication and offer our retailers 950 reviews for a certain product, it
completely shifts their landscape,” said Sowards. “They can see the time-on-site
and clicks increasing, and engagement just goes through the roof.”
The importance of reviews in today’s retail environment shouldn’t be taken lightly, says Sowards, who notes building a critical mass of reviews for syndication provides a competitive moat to remain a preferred vendor to Tempur Sealy’s retail partners.
Reviews Junction works directly with Tempur Sealy’s Retail Edge retail partners. “We’re delighted to offer the partnership with Reviews Junction to our retailer dealer network,” Sowards said. “Aside from reviews syndication, they are getting access to a great partner that can help them grow their business.”