*Produced by SilverKris for European Bedding*
In the heart of Tiong Bahru, within a charming shophouse on Eng Hoon Street, the European Bedding showroom resembles a Scandi-chic living room, with wooden floors and elegant wooden furnishings. It’s the sort of place you’d like to imagine for a moment you actually live in, falling into the many cosy beds and mattresses on offer to try them out firsthand.
Then came the pandemic and the extended circuit breaker, and Singaporeans increasingly did more of their purchases online, from groceries and meals to appliances and even furniture. Founder and managing director Stefan Magnus realised he could no longer rely on the appeal of the showroom to bring in customers.
At the same time, he knew that mattresses are a tough sell online. Unlike groceries and even clothing, trying before buying is essential for getting the feel and comfort level of the mattress right.
But this home bedding specialist has taken on the challenge, with a new virtual showroom that recreates and adds to its physical boutique. Thijs Veyfeyken, the general manager of European Bedding, explains, “We feel well-equipped with our sleep experts and confident enough to tackle this hurdle, especially with new forms of communication such as video chats to help us.”
Choose your own adventure
Launched in July, European Bedding’s new online showroom complements the physical shopping experience. With the click of a button, shoppers can check out the brand’s range of eco-friendly latex mattresses, ergonomic slatted bed bases, pillows and other accessories.
Choose from various routes, and take a virtual stroll through the brand’s actual showroom. The bed base route, for example, goes through the store’s regular and motorised options; and the pillow route helps shoppers find the perfect support that suits their sleeping style.
Most notable, though, is the mattress route, which takes visitors through the three different Heveya mattress models, all hypoallergenic, anti-mould and resistant to dust mites. Made from the sap of Hevea Brasiliensis rubber trees originating from a pesticide-free plantation in Sri Lanka, these latex mattresses have pinholes and an open cell structure for ventilation, and come with removable, washable covers made of bamboo fibre.
The 360-degree digital showroom includes interactive hotspots and videos, in which the boutique’s retail associates introduce the brand’s best-selling products. Another useful online feature is the mattress and pillow selector, which provides a fuss-free way to determine the products that suit your needs, preferences and lifestyle best.
Personalised service online
To minimise the uncertainty of purchasing a mattress online, clients can arrange for a personal video call after the virtual tour and talk directly to European Bedding’s sales associates for additional advice and recommendations.
“Based on our years of experience with hundreds of happy customers, we are able to recommend the perfect specifications for you by understanding your personal preferences, the build of your body and the kind of mattress you’re currently using,” explains Thijs.
Moreover, European Bedding has a generous refund policy with a 100-day free trial for all mattresses, including a complimentary adjustment to the density of the product, so there’s no risk of getting stuck with an incompatible product. Shoppers can also personalise the firmness of each side of the bed and alter its dimensions to create a super-long, extra large or odd-shaped mattress.
While European Bedding’s Tiong Bahru showroom is now open again, with enhanced safety measures for its customers, Stefan believes the virtual counterpart will become an essential part of the business going forward.
“We’ve always been the odd one out,” Thijs says. “We sit in between the traditional department mattress stores and the younger, lower priced mattress brands with one-size-fits-all products. We want to break industry standards with not just a physical showroom but also an online experience that caters to all types of clientele.”
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