Sealy upgrades website to limit clicks
April 28, 2010,
A consumer’s guide to mattress shopping is part of the updated Sealy website, which features flat navigation to reduce the need for clicking on keywords.
Sealy redesigned its site to make extensive use of "flat" navigation, enabling consumers to quickly learn about the company's key brands and its key technologies without making a single click. Information appears when the user rolls a cursor over a word or icon on the screen.
The site's flat user experience is unique to the bedding category, Sealy officials said.
Users visiting the new website find a box in the upper left hand corner that says: "The beautiful simplicity of finding the mattress that's right for you. Dive in." The screen presents an overview of Sealy's brands and technologies. As the user moves the cursor over those topics, boxes open that present key information.
For example, when the cursor reaches the words "traditional innerspring," a box opens that says: "The classic spring, resprung." Other boxes indicate that innerspring beds are available in the Sealy, Sealy Posturepedic and Stearns & Foster brands.
The memory foam box says: "180 degrees from a spring mattress. 360 degrees of comfort." And the latex foam box says: "Feels familiar and yet, like nothing you've ever felt."
Sealy officials said the new website, which went live April 20, is designed to help solve consumers' greatest frustration - determining the mattress best for them.
"We listened to the voice of our target consumers when building our new website," said Jodi Allen, Sealy's chief marketing officer. "They told us the mattress shopping experience is incredibly confusing - the terminology and difference between brands and products is difficult to understand, and the online research experience is often disconnected from the in-store experience.
"We took the feedback to heart, designing the new site to help end the confusion and create a far more satisfying shopping experience for our consumers, while driving more convinced traffic to our retail partners," said Allen.
She said the new site enables consumers to search for mattress information the way they want it - by brand, technology and product promotions. The site breaks down industry terminology into easily understandable and clear language while helping consumers determine which mattress best fits their sleep behavior and lifestyle, Allen said.
The site features video and text-based content that explains the different brands, products and features, and contains a number of digital features that will be available to all of the company's dealers. It also features a mattress shopping guide.
The new website features all of the Sealy brands, including Sealy Posturepedic, Stearns & Foster, Embody by Sealy and the Sealy brand. Once consumers identify which brand best fits their needs, they can choose the features they want with a new mattress builder feature.
"In addition to conducting our own research, we looked outside of our category at leaders who have changed the online shopping experience to better meet consumer expectations and retail partner objectives," said Margo Borgione, director of global marketing for Sealy. "By listening to our consumers and retail partners and utilizing best-in-class techniques from other industries, we have created a dramatically better experience for mattress shopping online."
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