Serta is the number two brand behind Sealy and just ahead of Simmons in the bedding category. Therein lies one of the greatest challenges: a business cloaked in sameness. These three major brand names all sound the same and sell products that have much the same appearance and presentation at retail. We call it the sea of white rectangles. It is a difficult retail environment for consumers to shop and for brands to distinguish themselves in. For years the conversation with consumers has centered on price first followed by feature/benefit style selling around arcane references to spring and foam layer technologies. It is important to note women make the vast majority of all mattress purchases. Yet research also reveals their indifference to specsmanship style selling and negative feelings toward a shopping environment that is at best confusing and at worst as intimidating as shopping for a car.
Serta embarked on a development effort to create a new product line that could establish a foothold in the luxury segment where product prices begin above $1000 and profit margins are strongest. Research was conducted among women representing the primary target and a discovery was made: these consumers believe the extra dollars spent on a high end product delivers higher quality rest -- and the payoff for the added cost is found in a better and more productive day. Hence the Perfect Day™ brand became a product line designed for this female audience. The agency created a brand story strategy around Perfect Day called the Serta Energy Triangle™ -- the intersection of better rest, better nutrition and better fitness as a holistic and respectful message about the importance of self-care and how women can achieve a better day. To launch this brand story, the agency brought together a dozen top-level national magazine and web site editors for a three-day retreat at the renowned fitness and adventure destination, the Red Mountain Spa. Expert presenters including NBC TODAY Show and celebrity fitness trainer Kathy Kaehler, introduced editors to the role of better rest, fitness and nutrition in delivering an improved quality of life for women. While there, editors slept on the new Perfect Day mattresses and personally experienced all elements of the Serta Energy Triangle at work.
Results Introductory editorial coverage for Perfect Day was secured in media targets reaching a combined readership of 93,000,000. More importantly, this campaign represents a category disruption, a distinctive and unique messaging model aimed at speaking to consumers in a new and more relevant way. At its core the Serta Energy Triangle is about helping women improve their lives and lifestyles. And so the product is a hit. Sales have exceeded Sertas expectations. Relevance is the answer to the sea of white rectangles, thus helping drive preference and emotional connections to the Serta brand.
Serta Vera Wang Mattresses
Vera Wang by Serta® Floweret Firm California King Mattress Set by Ella Patterson
The Vera Wang Floweret Firm mattress set features eco-friendly organic cotton and a supportive 988 coil count system. Plush top mattresses offer the softness of a pillowtop in a tight top design.Available in Twin, Full, Queen, Split Queen, King and California King. Made in the USA.
The California King size comes with a convenient split box spring. The image shown is NOT a split box spring.
The Vera Wang Floweret Firm mattress set allowed our reviewers an opportunity to sleep peaceful. In a side by side comparison with Simmons, Serta won by a landslide. Were still waiting to hear from Sealy on whether we can test their product or not. Our team was actually fighting over the Serta mattress. It conforms to the body, keeps the neck from getting awkward crooks in it and its hypo allergenic. Vera Wang hit a home run with this creation. I'll take two. One for each of my bedrooms. I'll guess I'll have to get rid of the idea of buying a Sealy. I'm kind of stuck on the Serta. It feels so goooooood.. If you have a king sized spouse for your king sized bed this is the perfect mattress. It's room, comfortable and quite nice to get a full nights sleep on. I recommened it highly. Measurements: California king size measures 82"L x 70"W x 12-1/2"H. Your purchase includes one California king mattress and a split box spring that measures 8-1/2" tall. Height of mattress may vary +/- an inch. Split box spring comes with Split Queen, King and California King sizes. Bed frame not included.
Warranty: The set comes with a 20-year prorated warranty. See warranty card for care instructions.
Shipping and Handling: Shipping and handling is included within the continental US. For certain remote locations, additional charges will apply-please call for details. Delivery includes set-up, removal and disposal of your old bed. Removal and disposal does not apply to waterbeds, platform beds, adjustable beds, futon frames, or any other unconventional style of bed or mattress. The bed will ship directly from one of Serta's 26 factories nearest to you. The delivery may take up to 21 days because each bed is custom built and made to order for ShopNBC. You will receive a confirmation phone call within 7 to 10 days of your order. After 10-14 days, the delivery company will call to schedule your delivery. If you need to cancel your order, please do so within 48 hours of placing it so that we are able to stop shipment. If you choose to return your mattress, there will be a $200 return fee charged.
