Serta Simmons Bedding, the #1 mattress manufacturer in the United States teamed up with CPC Strategy in August 2016 to optimize their Amazon advertising efforts with a special focus on developing premium A+ Content.
As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Worldwide, Marriott International, Intercontinental Hotels Group, Choice Hotels International, Best Western International, Omni Hotels and Resorts, as well as Bellagio Las Vegas.
Their product portfolio includes the Perfect Sleeper®, which is thhttps://tinuiti.com/blog/amazon-a-content-guidebook-brands/?utm_source=facebooke Only Official Mattress of the National Sleep Foundation, and the iComfort® Sleep System, both named Consumers Digest Best Buys.
Serta through its licensees also manufactures the exclusive Bellagio at Home® mattress collection.
In addition, Serta is distributed internationally in more than 150 other countries worldwide.
What is A+ Content?
A+ content is a premium offering that enhances Vendor product detail pages with in-depth item descriptions, rich images, charts and narrative copy to drive brand affinity & increase conversions.
According to Amazon, A+ Content can increase sales on average 3 to 10% by educating the consumer about your product, brand and improving SEO results. We’ve seen similar results with our own clients at CPC Strategy.
In simple terms, Amazon A+ content better conveys the value of the product through the use of multimedia.
“Amazon A+ content can be beneficial for customer perception,” David Cooley, Manager, Marketplace Channels at CPC Strategy said.
“It can take a lot of time and effort but if you have the resources – you can see a good return.”
Amazon A+ Content Creation: Serta Simmons Bedding
At CPC Strategy, our project managers consulted with your Serta to build A+ content, customized for the Amazon Marketplace as an extension and premium representation of their brand.
We execute on Amazon A+ Content creation in 3 stages:
- Customized Creative Briefing
- Content Direction & Strategy
- Design & Implementation
1) Customized Creative Briefing
The purpose of our initial creative briefing with Serta Simmons Bedding team was to better comprehend the brand’s business objectives and target audience.
CPC Strategy worked in close coordination with Serta’s team to understand their brand voice and creative as it related to A+ content initiatives.
2) Content Direction & Strategy
CPC Strategy assign a dedicated A+ content project manager to handle Serta Simmons Bedding creative.
We work with Serta to identify premium product features to highlight on their detail page, including bedding technology and product comparison charts.
In the example below, we created a comparison chart for a variety of mattresses Serta offers—comparing them based on height, comfort level and more. This gives your customer a chance to discover other similar items without having to navigate away from the detail page.
3) Design & Implementation
CPC Strategy also worked with Serta to template A+ Content designs for their catalog, merging Parent / Child ASINS for optimized A+ Content navigation.
We successfully executed & managed all aspects of A+ Content submission via Amazon Vendor Central.
As a vendor, maybe you’ve been toying with the idea of introducing Amazon A+ Content into your advertising strategy?
But there’s a lot of questions you still need to answer including:
- Is A+ content a good fit for my product(s) / business?
- What is the cost vs. the value of dedicating a portion of my budget to this program?