E.S. Kluft expands marketing program to help drive retail traffic for luxury beds

RANCHO CUCAMONGA, Calif. – Looking to give luxury sleep retailers a traffic boost, E.S. Kluft & Co. is expanding its digital initiatives with location-based display and paid social media advertising.

Retail door swings are down across the industry, and retailers are looking for ways to boost traffic. E.S. Kluft unveiled its digital advertising program last year and has worked with 17 retailers to cross promote the stores and the Aireloom brand.

“Our goal is to generate awareness and product consideration during key promotions to drive store traffic and Aireloom purchases at our retail store locations,” said Magali Castillo, vice president of marketing for E.S. Kluft. “With these campaigns, we are able to target consumers who are local to the retail stores, in the process of searching for a new mattress and aware of the importance of a high-quality product to ensure a good night’s sleep. These campaigns have already proved to be successful with increased traffic and market share for Aireloom.”

In addition to the advertising push, the company has expanded its in-store displays that include signage and posters, as well as customized displays for retailers.

The company will showcase its marketing program during the summer Las Vegas Market to bolster its range of luxury mattresses. In response to consumer demand for luxury mattresses, E.S. Kluft will focus on its products above the $3,000 range at the market.

“Our retailers tell us the demand is still strong for luxury bedding, and as such we are outperforming the industry that continues to struggle,” said Jon Stowe, managing director of E.S. Kluft & Co. “Results of the first half of the year have been very good, and with increases over the successful year we had in 2023, we are continuing to gain market share.

“We also are sticking to our strategy of focusing on luxury price points at $3,000 and above, helping our retailers provide their consumers with a clear message about the value of our E.S. Kluft brands,” he said. “In fact, our most successful Aireloom collection over the years ranges from about $4,000 to $7,000. This gives our retailers the opportunity to attract shoppers who are interested in both value and quality and can be converted to the higher luxury models.”

The company’s Pinnacle collection under its Aireloom brand features seven mattresses, four of which are made with memory foam and support layers. The other three are hybrid modes with innerspring cores and memory foam.

“The new Pinnacle hybrid and memory foams beds we rolled out this spring are now available in stores,” Castillo said.  “The first results of performance are very good, and we’ll continue presenting these beds at Summer Market to try to get more placements with our retail partners.”

See also:

  • E.S. Kluft makes new Texas factory part of luxury segment growth strategy
  • E.S. Kluft promotes from inside for new SVP of operation

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