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NEUSTADT (WIED)/Cologne 16.01.2019
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BIRKENSTOCK SLEEP SYSTEMS SUCCESSFULLY ESTABLISHED

Targeted Customer Communication Boosts Frequency at POS.

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Well-being thanks to healthy footwear: a customer experience that has brought BIRKENSTOCK global popularity. The BIRKENSTOCK brand is unparalleled when it comes to impressively combining health, functionality, and naturalness with a straightforward lifestyle concept. The company applied its core competence to healthy, restful sleep, unveiling a stylish collection of ergonomically sophisticated beds and sleep systems to great acclaim at the furniture fair in Cologne two years ago. A resounding success: the BIRKENSTOCK Bed Collection has since achieved almost blanket coverage of the retail market in Germany, Austria, and Switzerland. The next step involves intensifying direct communication with end consumers in order to support the point of sale (POS), as well as further international expansion of the retailer network.

For retail partners, in particular, the proprietary BIRKENSTOCK sleep concept offers a host of benefits. First of all, they benefit from the credibility of the brand. After all, it embodies supreme quality, traditional ergonomic expertise, and a culture of sustainability. For millions of satisfied customers around the world, BIRKENSTOCK products are the epitome of functional comfort and exceptional durability on account of their solid craftsmanship. Retailers can also use the products to appeal to consumers who attach particular importance to a healthy lifestyle. That’s because the ergonomic sleep systems take their cue from the anatomically shaped footbed, meaning that they are tailored to the whole body. These are properties that play a decisive role in delivering outstanding comfort, especially during sleep.

The BIRKENSTOCK Body Contour System – a Unique Selling Point at the POS

The BIRKENSTOCK body contour system is another unique selling point that is sure to impress end consumers as they select a product. On the basis of scientific studies conducted by the experts at the Munich Ergonomics Institute (EIM), it has been developed and manufactured in conjunction with the Austrian premium furniture manufacturer ADA, based in Styria. The extensive portfolio of mattresses, slatted frames, and beds in a wealth of materials and versions offers an ergonomically sophisticated sleep system that is right for all sleep-related needs. The BIRKENSTOCK Bed Collection creates the perfect conditions for healthy resting and restful sleep – and provides retailers with a coherent concept that offers decisive benefits for end customers while setting these premium sleep systems apart from the competition. As a result, the desirability of the brand has been successfully transferred to the new product area of sleeping in the past two years, and established on the market. The BIRKENSTOCK Bed Collection now boasts almost blanket coverage in Germany, Austria, and Switzerland – and is available from some 120 specialist retailers. Our sleep systems are also distributed in the Benelux countries.

Retailers Benefit from Targeted End Customer Communication

In order to provide bricks-and-mortar specialist retailers with optimum support, BIRKENSTOCK is strengthening communication with end consumers and has developed additional promotional tools for the point of sale. The brand is releasing in total 16 comprehensive VIDEO TUTORIALS, for example, which focus on explaining the unique ergonomic sleep concept. These will be deployed at the point of sale and throughout the customer journey. But there are also product videos on the sleep system and the various bed frames, not to mention an overarching image film. Furthermore, the power of the brand – with its unique expertise on well-being and naturalness – is also brought to life with engaging presentations in visually attractive POS studios. BIRKENSTOCK will also be boosting on-site footfall with a powerful B2C campaign in leading media in the lifestyle and interiors segment.

Distribution Network Offers a Strong Basis for Further Expansion

Whereas the focus was on the B2B segment in Germany, Austria, and Switzerland in the initial phase following the market launch (with a corresponding expansion of the retailer network), the second step will see a further international expansion of distribution capabilities alongside direct communication with end consumers. As well as marketing in Italy and the Benelux countries, France is the next country in which the beds will be sold. As BIRKENSTOCK enjoys a very high profile and an exceptionally positive reputation in this market, it is not only extremely attractive to the company, but also offers a strong retailer structure. Going forward, the United States and Asia will also play a major role in the continued international expansion of the distribution network.

For more information on the current BIRKENSTOCK BED COLLECTION, visit stand M011 in hall 10.2 at imm cologne 2019 from January 14 to 20.

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