ORTHO MATTRESS
Digital Transformation During COVID-19: Retail to eCommerce
1560%
Quarterly increase in online orders
95%
Reduction in eCommerce CPA
639%
Increase in Estimated Ad Recall Lift (EARL)
Services
1560%
Quarterly increase in online orders
95%
Reduction in eCommerce CPA
639%
Increase in Estimated Ad Recall Lift (EARL)
Services
Company Overview
Ortho Mattress is a regional retail mattress company operating in Southern California. They have grown to one of the nation’s largest mattress retailers providing access to popular, high-end mattresses as well as manufacturing their own high-quality brand to provide consumers with better mattresses at lower prices.
Challenge
Being a chain of 63 retail stores, Ortho Mattress has historically used a brand awareness and store visit conversion action to generate sales digitally. With the onset of COVID-19, and the closing of their stores, they needed to quickly implement a new eCommerce strategy to continue operations.
Key Contributions
- Focused efforts on transitioning paid search and programmatic campaigns away from brand awareness and towards a hyper-targeted eCommerce-driven approach with layered audience segmentation.
- Generated a dedicated shopping feed to launch a true eCommerce strategy with Google alongside a Dynamic Remarketing campaign to further push users down the eCommerce funnel in an industry that has historically been brick-and-mortar-based.
- As Ortho transitioned a portion of their factory to manufacturing Personal Protective Equipment, we initiated a targeted Public Relations and Brand campaign around their PPE donations to generate regional awareness and goodwill.
- Launched a retargeting social media campaign focused on those who engaged with the PPE brand campaign to promote Ortho Mattress’ latest sales initiatives which were primarily focused on online and phone eCommerce transactions.
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“Retail moves fast and I need reliable partners who can keep up with the pace. I found that with ADM.”
David Fleischman
Executive VP of Retail Sales, Ortho Mattress
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