E-commerce retailer Sängfabriken has undergone significant growth in recent years.
Over the past five years, we have grown from 0 to 100 million SEK in turnover, and now we are focusing on continuing our strong development, says Daniel Åkerström, Marketing Manager at Sängfabriken.
The strategy going forward is based on a clear digital prioritization, where e-commerce forms the core of the business.
Today, we invest more in online than in our physical stores. At the same time, we have chosen to establish stores in major cities because many customers want to be able to try out the beds and see them in reality before making a decision, says Daniel Åkerström.
According to the company, the channel distribution is currently clearly weighted towards the internet.
Currently, I would say that our sales are distributed approximately 60 percent online and 40 percent through our physical stores. However, going forward, we will continue to invest and focus even more on our digital growth.
Classic Campaign Concept in a New Form
To increase brand awareness, Sängfabriken is launching a new national marketing campaign on June 1st. The concept is a modern version of the historical campaign "Bicycle Included". The difference this time is that it is beds, and not home electronics, that are delivered with a bicycle included.
The background to the idea is that Sängfabriken's founder and CEO wanted to clarify and invest more in the health aspects of sleep. In those discussions, the idea was born that cycling and movement are a perfect connection to a healthy lifestyle, and that it would be a fun thing to offer bicycles with the beds.
Once the decision was made to do a campaign with bicycles, it was a given to include Doggelito, says Daniel Åkerström.
The campaign has been developed by the company internally with production support from an external film agency, and in the cast list you can also see Sängfabriken's own employee Emma. The investment is described as extensive and will be distributed nationally via TV4, YouTube and on the digital platforms Facebook, Google, Instagram and Tiktok.
Investments in Digital Infrastructure
In parallel with the broad media campaign, investments are being made in the digital infrastructure to optimize the customer journey online and strengthen the market position.
We have a clear strategy for how we will proceed, both through our advertising and through the investments we are making in our digital presence. Right now, we are working on a completely new website as well as a major SEO initiative to increase organic traffic and further strengthen our position online, concludes Daniel Åkerström.