Consumer insights team fueled new Serta iComfort line


HIGH POINT — The launch of Serta’s new iComfort line, making its East Coast debut here, was fueled by in-depth consumer research and reflects a faster go-to-market process, officials said.

Serta Simmons Bedding officials said the new sleep-cooler line was “born from in-depth research and testing” that was led by a new consumer insights team at the company. The relaunch, kicked off successfully at the summer Las Vegas Market, is the first significant innovation under that new leadership, the company said.

“We know consumer insights are critical given how the retail landscape has shifted,” said Melanie Huet, SSB’s chief marketing officer. “Insights from our segmentation study, coupled with our newly established consumer insights team, provide us with information to help us deliver products consumers actually want. And we’ll bring innovation as often as the consumer needs it — accelerating our previous process of going to market — starting with the iComfort relaunch.”

The brand’s first and most anticipated innovation features a first-of-its-kind memory foam layer infused with carbon fiber for cooling as well as strength and resiliency. This system channels heat away from the body and provides exceptional strength for back and neck support, officials said.

Added features at higher price points include open celled Gel Active Max Memory Foam, an UltraCool system of Carbon Memory Foam, a Max Cool Cover made from cool, high-performance fibers and Air Support Foam.

“Our new iComfort line was born from in-depth consumer research that has shown top purchase intent and appeal scores suggesting this will be a category leader,” Huet said. “Our goal is to retain market share and return to growth, and we’re confident we’re on the right track to do this.”

The iComfort line, which ships to retailers in October, starts at $1,199 for a standard queen and reaches $2,199 as additional product features are added.

SSB will support the new iComfort line with “a significant investment,” including a full new advertising campaign across TV, digital and social channels along with PR and consumer-driven initiatives, strongly focusing on targeting the Millennial audience, officials said.