Duroflex intend to harness the power of meaningful content creation and a seamless omnichannel experience in 2022
Smita Murarka, CMO, Duroflex
In 2021, our key focus was on being agile and focusing on what our consumers wanted from us. We used our collective energies to ensure that they felt hopeful, safe, and slept better. Be it creating content that talked about the importance of sleep or launching products that helped them secure their sleep space, or building experience centers that would become their safe space to explore our innovative sleep solutions, we did whatever it took to ensure that our customers had a good experience and engaged well with us. Putting our learnings from the last year to use, in 2022, we intend to harness the power of meaningful content creation and a seamless omnichannel experience to catapult the growth of the brand. Here are the key things we will be focusing on, in 2022-
Building a seamless omnichannel experience: Creating a smooth consumer-centric buyer journey is something we have always strived to achieve. However, the definition of a smooth buyer journey keeps changing as the consumers themselves continue to evolve at a rapid pace. With a short span of just 5 years, consumer journeys have transformed. Consumers have much more information at their disposal and many more shopping platforms to choose from. Being visible and available at all relevant touchpoints is key
Talking specifically about our industry, the awareness may happen on one of the digital platforms, however, considering that a sleep essential is a significant investment, pushing a consumer from consideration to conversion may sometimes need physical touch and feel experience. To keep up with this, we are expanding our offline footprint rapidly throughout the country so that consumers can experience our products more holistically. Our world-class Experience Centres are an important part of this shopping experience. As of today, we have 45 experience centers up and running in more than 30 cities across the length and breadth of the country.
Lead conversations around sleep with authentic content: In today’s competitive landscape, where there are a plethora of brands in the market, and the consumer attention is ever-shrinking, one cannot emphasize the importance of good quality content enough. With the advent of smartphones, and high-speed internet becoming accessible to everyone, content consumption has become a key part of our lives. Content is one of the most powerful tools out there to create stickiness with the brand throughout the buyer journey. It can help you raise brand awareness, drive conversions, create loyal brand advocates, and educate consumers.
At Duroflex, we create content in-house and also tie up with authentic voices who spread the message of the importance of overall wellbeing and the role of good sleep in it. Throughout the year, our focus was to make the conversations around sleep more relevant and valuable to our audience. We created Sounds of Sleep, which is a of its kind content property that brings together beloved lullabies from around the country to a common platform. When we created this campaign, we intended to create something that millennial parents could pass on to their children. Bringing Alia on board with us has also helped us make the conversations around sleep popular on a much larger level. We will continue creating more such content this year too.
Going from sleep to sleep and comfort: When it comes to innovative researched-backed sleep solutions, Duroflex is the undisputed market leader. However, as a consumer-centric brand, we are always looking for ways to bring more and more comfort to our consumers. As a part of this pursuit, we started with our adaptive WFH furniture during the first wave of the pandemic. It was the need of the hour then and became an instant hit. Soon, understanding the consumer’s need to secure their sleep space, we launched the first of its kind in India antiviral mattress protector, which also received a great response from our consumers. We have also come up with a range of pure cotton antibacterial bed linen.
After thorough consumer research, we have come up with our first range of furniture that includes sofas, recliners, beds, and an extension to the previously launched WFH furniture. Through this year, we will focus on adding to these collections and also launching new innovative categories focusing on consumer needs.
