Bedding and bedroom furniture franchise Bedshed has kicked off a new positioning around the concept of listening to customers. 'No One's Better in the Bedroom' remains the tagline, but the "little purple man" is gone. Poor guy.
The new campaign was created by Rare based on research indicating that "while customers prefer to buy from a bedding specialist, there is no brand loyalty to retailers or manufacturers and no differentiation between the big retail brands".
Bedshed national marketing manager Sarah Freedman said things like modern stores, great prices, a wide range of products and knowledgeable staff are ‘must haves’ to even get on a customer’s shopping list.
“But beyond that, what sets one retailer apart from the next? At Bedshed it’s the fact that we listen, really listen, to what a customer wants, understand their needs and then offer our expert advice. First we listen, then we advise. That’s the Bedshed promise. It’s what sets us apart from our competitors,” she said.
“The 'No One’s Better in the Bedroom' tagline remains but the little purple man has been replaced with real people to reflect the more human aspect of listening. We wanted the campaign to have an authentic feel so we decided against using actors and opted for people off the street."
