How GoodMorning.com delivers your finest night time’s sleep
Beds are booming. Right here in Canada, mattress gross sales are forecasted to develop greater than 5 per cent yearly via to 2028, in line with knowledge compiled by Statista. However, whereas it’s exhausting to recollect a time when logging on didn’t imply seeing limitless advertisements for mattress corporations, the web mattress revolution all started with the form of dangerous showroom expertise that’s acquainted to many.
“It was 2009 and I used to be in my early 30s, mattress searching for the primary time, actually, ever,” recollects Sam Prochazka, founder and CEO of GoodMorning.com. “By means of my 20s, I used to be simply utilizing hand-me-downs, however I met the lady who’s now my spouse and I wanted to improve. I keep in mind occurring a Friday to a mattress retailer right here in Edmonton. What I received was this commission-incentivized, technical jargon-laden gross sales pitch for a mattress that price $3,000. It was such a remarkably dangerous expertise I simply couldn’t imagine it.”
However as an alternative of feeling pissed off, Prochazka was impressed to shake up a complete business.
“Again then, promoting a mattress on-line was virtually remarkable,” Prochazka says. “Mattresses have been thought-about internet-immune as a result of they’re one thing you need to contact and really feel. However the actuality is, if the gross sales expertise is so dangerous and so uncomfortable for the client, it’s ripe for disruption. In order that was Friday and by Monday, along with my sister and twin brother, I’d began what’s now GoodMorning.com, Canada’s first on-line mattress firm.” They usually launched one of many first bed-in-a-box mattresses, the Novosbed, later that yr.
Sam Prochazka, CEO + founding father of Goodmorning.com
Sleeping is believing
Whereas Prochazka might perceive why individuals is likely to be hesitant to purchase a brand new mattress they couldn’t test for consolation, his expertise confirmed him the showroom setting wasn’t the proper place to provide a brand new mattress a strive both. “It’s actually not a spot the place you’re comfy and relaxed,” he says. “It’s actually exhausting to evaluate the important thing issues by which a mattress is measured—issues like pressure-point aid, movement isolation and temperature regulation. It’s rather more dependable to evaluate this stuff in your bed room.”
However to persuade individuals to purchase on-line, Prochazka knew intuitively that he’d should remove the dangers related to making an attempt a brand new mattress sight unseen. To construct Canada’s finest mattress firm, he launched GoodMorning.com’s standard-setting 120-night sleep trial, which he would later prolong to 365 nights. “Some mattress shops provide money-back ensures, however these aren’t all the time as they seem,” he says. “There are usually strings connected—possibly you need to convey the mattress again to the shop, possibly it’s an alternate. Perhaps you bought a flooring mannequin, however not one of the alternative choices are topic to a reduction.”
Prochazka knew he needed to do higher. “Our risk-free trial is easy and easy,” he says. “If a buyer decides the mattress isn’t for them, they’ll name us and we choose it up freed from cost and subject a full refund, no questions requested.”
Prochazka and his siblings have been clearly onto one thing. Anybody with an web browser might be aware of the onslaught of on-line mattress corporations that adopted in GoodMorning.com’s wake, most now providing their very own free trials. However GoodMorning.com’s trial coverage does greater than pave the best way to buyer satisfaction—it additionally performs a key function within the firm’s quest to ship the most effective sleep attainable.
“A mattress for each physique, bed room and funds”
“We’re striving to be Canada’s most modern mattress firm,” Prochazka says. “We need to create a mattress for each physique, bed room and funds.”
So whereas opponents have centered their efforts on one or two completely different mattresses, GoodMorning.com’s latest launch, Octave—a top-of-the-line mattress assortment constructed solely with superior reminiscence foam and cooling materials—brings their complete variety of product strains to 6 (additionally they embody Juno, Douglas, Brunswick, Recore, and Logan & Cove). Every model is designed to satisfy clients’ distinctive sleeping wants, one thing GoodMorning.com works rigorously to grasp.
“It’s a very knowledgeable course of. We use a whole bunch of hundreds of knowledge factors. We ship surveys to all our clients, and whereas our return fee is low, one factor we actually have a look at is the explanation for these returns,” says Prochazka.
“If we need to stay Canada’s finest mattress firm, we now have to maintain making these merchandise higher and higher over time. It’s a sleepy business,” he jokes, “however we’re obsessing over it night time and day.”
