Wakefit, the mattress major that started off as a D2C company before establishing its retail presence, forayed into home solutions in 2020. Today, 25 pc of its revenue comes from home solutions.
The brand is set to expand its footprint from the present 33 stores to over 100 by the end of the financial year, with more stores set to come up in Bengaluru, NCR, Chennai, Hyderabad, Kolkata, Mumbai, Pune and Jaipur over the next few months.
Promoting the fact that there is a store in close proximity was a recent activation conceptualised and executed by the brand’s internal retail team in Bengaluru.
As part of the activation, open mobile vehicles that offered comfortable seating – thanks to Wakefit sofas and mattresses – helped Bengalureans commute as they experienced the products.
The brand’s messages that served as OOH ads on the vehicles included: ‘Sofa so good, you just can’t get up’ and ‘Let comfort take you for a joyride’. Promoters meantime disseminated information on the brand’s stores with print collateral.
“What does a D2C brand which has predominantly been online till about 15 months ago do to educate loyal consumers that there’s now a cool store within a 3 kilometre drive? We take the products to the streets and almost to the consumer’s doorstep! That’s what our innovative retail team at Wakefit cracked recently,” posted Co-founder Chaitanya Ramalingegowda on LinkedIn.
Also read: Wakefit wakes India up to sleep, grows beyond mattresses
