In a world increasingly driven by smart technology, sleep is no exception.
Saulius Milinauskis, Founder & Chairman of Bed & Sleep, has harnessed cutting-edge advancements to position the brand as a leader in smart sleep solutions. By integrating technologies like sleep tracking and adjustable beds, Bed & Sleep has become a trail blazer in the Baltic market. In this interview, Saulius shares his journey, the impact of their partnership with Ergomotion®, and his vision for the future of the sleep industry.
1. How does Bed & Sleep’s mission align with promoting innovative sleep solutions like the ErgoSportive™ Bed and Smart & Adjustable bed technology, and what motivated the company to invest in these cutting-edge technologies?
B&S shops are presenting high quality modern classic and advanced bedding products. Adjustable and smart beds are important part from whole product range. Today we are only one company offering beds with smart system and also sleep tracking possibility. This makes us exclusive and innovative company with special offers for our customers. The successful start with Ergomotion® products was a key factor to invest and develop this bussiness in Baltics. High quality of Ergomotion® products and positive evaluation from customers further motivated us to offer Ergomotion® beds to our customers.
2. How has Bed & Sleep evolved over the years, and what has been the biggest driving factor behind its growth?
Despite all the challenges that the sleeping goods sector is feeling in our markets at prersent time, we continue to strive to offer only high-quality products. And this is done by applying right marketing tools and price policy that satisfies our customers. A very important factor that allows us to expand and grow is our staff and the right approach to the customer's needs.
3. What strategies did you employ to differentiate your marketing for in-store versus digital channels, and what key elements contributed to the success of your campaigns in attracting a wider audience?
Digital channels are a very powerful advertising tool today, which accounts for about 90 percent of all marketing costs. It is the tool of the present time. Exhibitions, group presentations are also effective and are an important part of marketing. In stores and outdoor advertising, we also use and apply promotions and discount systems, but we do not consider it the most important marketing tool. The professional approach of the sales team is the most important factor in the shops.
4. How did you ensure your audience was educated about the benefits of the Smart & Adjustable beds, and what role did customer feedback play in refining your marketing approach?
We advise and provide all information to our potential buyers in our stores or send material by e-mail. Customer questions always provide us with useful information about which advantages of smart systems are the most important for customers. On that basis, we have repeatedly adjusted our sales strategy while advising the buyer.
5. Did you notice any changes in customer behavior or preferences after launching your campaigns, and how did you select influencers to build trust and engagement?
The result of advertising campaigns is the reaction of interested buyers, which manifests itself in an increased number of product information inquiries or a larger number of shop visitors. We do not use the activities of influencers, but there are such plans in the future.
6. What type of content resonated most with your audience on social media when promoting the ErgoSportive™ Bed, and how has the success of this campaign influenced your overall business growth?
In my opinion, no special marketing action of the ErgoSportive bed has achieved as much result as the design of the bed together with the smart system . Our first buyers of this bed were older and not necessarily active sports customers. Although this bed was presented and advertised in this way. Today, the ErgoSportive bed is a sought-after product among our customers who want to purchase an adjustable bed with smart technology. Advertising, which attracts customers to our stores, gives us the opportunity to get to know our entire product range. And this is an opportunity to increase sales.
7. Given the success of this campaign, do you plan to extend your marketing approach to other products or innovations?
As I have already mentioned, we strive to offer our customers the latest and most innovative sleep products. This is our marketing strategy. Adjustable beds without or with the smart system are the future sleep system for people. We send such message to the market, and we explain it to our buyers.
8. Can you share more about Bed & Sleep’s vision for the future of sleep solutions and any upcoming initiatives that excite you? What trends do you see shaping the industry?
I think the future belongs to technology. Our vision is the widest possible choice of sleep systems for the buyer, so that he can buy what he wants or what suits him. I think that in the future, sleep goods stores will have to have a sleep disorder specialist who will advise customers on sleep problems and at the same time make it possible to choose the most suitable sleep system. A good bed is only part of this whole system.
9. What has been the most surprising or unexpected outcome of launching the Smart &Adjustable bed concept in your stores?
The most surprising thing was that we expected that our customers would be young and tech-oriented. Today we see that this was wrong thoughts and we have many elderly customers who prioritize not only the function of adjusting the bed but also the possibility of having a smart system. That was really unexpected.
We extend our sincere thanks to Saulius Milinauskis for sharing his insights into Bed & Sleep’s success. His dedication to innovation and customer satisfaction has paved the way for the brand’s impressive growth. As Bed & Sleep continues to expand its offerings and embrace new technologies, it serves as an inspiration for others in the sleep industry, showcasing how smart solutions can enhance comfort and well-being.
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