To help luxury sleep retailers increase their traffic, E.S. Kluft & Co. is enhancing its digital initiatives with location-based display and paid social media advertising.
As retail traffic declines industry-wide, retailers are seeking ways to attract more customers. E.S. Kluft launched its digital advertising program last year and has since collaborated with 17 retailers to co-promote the stores and the Aireloom brand.
“Our goal is to generate awareness and product consideration during key promotions to drive store traffic and Aireloom purchases at our retail store locations,” said Magali Castillo, vice president of marketing for E.S. Kluft. “These campaigns target local consumers searching for a new mattress and emphasize the importance of high-quality products for a good night’s sleep. The campaigns have already proven successful, increasing traffic and market share for Aireloom.”
In addition to the digital advertising push, E.S. Kluft has expanded its in-store displays, which now include signage, posters, and customized displays for retailers.
The company plans to showcase its marketing program during the summer Las Vegas Market to promote its luxury mattresses. Responding to consumer demand for high-end mattresses, E.S. Kluft will highlight products priced above $3,000 at the market.
“Our retailers tell us that demand for luxury bedding remains strong, allowing us to outperform the struggling industry,” said Jon Stowe, managing director of E.S. Kluft & Co. “We have seen positive results in the first half of the year, with growth over our successful 2023, and we continue to gain market share.”
Stowe emphasized the company’s strategy of focusing on luxury price points at $3,000 and above, helping retailers convey the value of E.S. Kluft brands. “Our most successful Aireloom collection ranges from $4,000 to $7,000, attracting shoppers who prioritize both value and quality and converting them to higher luxury models.”
The Aireloom Pinnacle collection includes seven mattresses: four made with memory foam and support layers, and three hybrid models with innerspring cores and memory foam.
“The new Pinnacle hybrid and memory foam beds we introduced this spring are now available in stores,” Castillo said. “The initial performance results are very positive, and we will continue presenting these beds at Summer Market to secure more placements with our retail partners.”
