Strategic Mattress Marketing

How do we advertise mattresses (specifically with our Brick Mattress Stores) in a saturated market and compete with bed in a box retailers? How do we attract the attention of a younger audience? Specifically, how have separate mattress stores in communities (small and large) so that customers don't have to go to large retail stores in big cities. We would like students to provide recommendations on how to shift people away, if they can, from a bed in a box to get them to use a mattress that is more supportive for them. How do we drive people to the store during a pandemic? The Brick would like to target Gen Z/Millennials because we don't currently have a real foothold in this demographic and Gen Z's may be about to purchase their first mattresses. We realize that it's easier for this demographic to push a button on a computer to order their mattress than go anywhere. We do currently have a bed in a box, but it isn't highlighted on the website and it isn't the best quality. We would be interested in pricing strategies (price this demographic would pay). What are the benefits of buying from the Brick that may attract this demographic? Free delivery? Price? Sales? Our website isn't easy to navigate for mattresses.