- Introduction to Aussie Mattresses
This win-win approach resulted in customers being willing to refer others to experience this high level of customer service and quality mattress products. The result was an overwhelming word of mouth success that has led to what now stands as legendary sales records as well as being widely praised in newspapers, TV, magazines, and their outstanding reviews from many happy, satisfied customers. Aussie king single mattress in singapore has proudly continued to lead the way in providing comfortable and durable products of the highest quality that have allowed everyone to enjoy the best sleep they have been looking for in our competitive market place. As a result, it is now the go-to destination for singles, professionals, couples, and families in Victoria.
Essentially, the aussie queen mattress journey began in Melbourne, Victoria, Australia in late 2010 with the opening of its first retail store. The Australian business started small but within months, it grew to become one of Australia’s fastest-growing independent mattress retailers. Due to its unique business model, the company was able to pass significant cost savings and benefits directly and exclusively to its customers. This means the use of the highest quality materials in all mattress and bed related products, as well as the lowest possible factory direct prices on all products.
Aussie queen mattress in singapore is a leading mattress and bed retailer that originated in Australia. Over the years, Aussie Mattresses has garnered a strong reputation for premium quality products and top-notch customer service throughout all of its locations in Victoria as well as around Australia. More recently, it has expanded to six locations in Singapore.
1.1. Overview of Aussie Mattress Brands
A common reason amongst the few of us who chose an organic mattress after knowing the existence of it would be that we reached a stage in life where we had no qualms about spending a hefty sum on a mattress which can withstand a lifetime of wear and tear from young children bouncing on them and husbands sleeping on the corners, leaving indentations. A brand with a 25-year warranty sounded like a good bet for a mother who wanted her family to sleep on a mattress that was made naturally, and not one that contained flame retardant containing antimony, pesticides for the cotton the fabric was made of, and toxic adhesives to hold the mattress together.
An organic mattress used to be a completely foreign concept to Singaporeans. A mattress made from latex covered with wool and cotton was simply unheard of in a land previously led to believe that the only type of mattress that existed in a credible retail outlet is the typical spring mattress. That was the case until the Aussie companies started spreading their wings and reaching out to the rest of the world. In particular, Singapore has seen an increase in sales for organic mattresses and the unique high-end mattress brands. In this regard, it can be said that the Aussies have managed to disrupt a market controlled by a retail duopoly.
1.2. Key Features and Benefits
The Aussie Mattress is ergonomically designed to comfortably provide three fundamental sleeping positions: back, stomach, or side sleeping, with an integral ability to adjust and contour to pressure points and postural changes throughout the night. Manufactured by Australia’s quality mattress makers, the tradies at North Star. Designing such a distinct range has allowed the consumer to achieve an amazing result using the finest materials available, realizing many benefits that are so desperately required. Just a few examples of these include the Austral Luxury’s use of full foam encasement on a foam box for full perimeter support, use of premium Cashmere and Natural Cotton in the fabric blend for pure comfort, the use of 100% Synthetic Latex for a consistent feel and lasting comfort, and the inclusion of a Bamboo surface for natural durability, lasting hygiene, and luxurious comfort.
The Aussie Mattress range is designed to exceed the expectations of what consumers expect from a quality mattress. This design is recognized in three key aspects of the range: engineering, attention to detail, and the use of the finest quality materials. There is one common expectation towards the bedroom experience irrespective of whether the consumer is searching for an offering tailored to their specific requirements, sleep style, health needs, or lifestyle: we still expect a mattress to be comfortable, supportive, and low maintenance.
- Market Analysis of Mattresses in Singapore
Furthermore, consumers do not make replacement mattress purchase decisions overnight; it is usually a long process that begins with information gathering. Online search and word-of-mouth are primary sources of information. In most reported cases concerning buying an expensive item such as this, word-of-mouth has a positive spillover, even in situations where the referred brand is not the finally purchased choice because speakers frequently talk more about their good experiences rather than negative ones. With the advancement in smart technologies and increased internet penetration, today’s consumer looks to online search to obtain information about mattress brands and types.
In Singapore, when it comes to evaluating the perceived value of a mattress, price and mattress comfort often consistently rank as key considerations. Top reasons for changing or purchasing a new mattress include renewal after its lifespan has expired or to replace an existing one, and the need for repair. Yet, consumer research has found that the majority do not visit brick and mortar stores primarily because their existing mattress is still serving them, and many are ambushed by sales that cause them to make rushed decisions.
2.1. Current Trends and Demands
There are many factors to consider when it comes to purchasing a mattress. A comfortable mattress could provide sleepers with continuous sleep, which is especially important for elders. But due to busyness, people, especially those with demanding workloads/schedules, could only spend a limited amount of time to a few hours of sleep per day. With extended office working hours and delayed public transport, people generally would have to extend sleep hour opportunities while in it. People suffer from fatigue, stress, decreased performance, and disturbances in concentration due to inadequate sleep, which could result from an uncomfortable mattress. A comfortable mattress is very crucial to providing quality sleep. The importance of selecting a proper mattress has therefore become increasingly evident.
Mattresses play a very important role when it comes to sleep and comfort. The mattress market is estimated to be at S$405 million in 2008 and Asia tends to be poised to contribute a larger amount surpassing North and South America, Africa, and the Middle East. As the mattress market value increases, it indicates that people have been paying more attention to their quality of sleep. Current trends and demands are highly connected to product designs as such designs help determine the customer’s quality of sleep as well.
2.2. Competitive Landscape
Aussie Mattresses must take into careful consideration to build the brand positioning that ensures customers take a gander at their mattress when deciding on this one-off purchase, as customer consideration is a largely invisible aspect of the organization’s total sales in a given marketplace, and a significant divergence exists in the level of brand awareness and brand recall. What is the outcome of this influence? It drives considerable interest to examine the competitive landscape of the mattress industry. It is basically to examine the opportunity consideration of a branded mattress as being a potential purchase among the consideration of other branded mattresses within the same price segment. A purchase consideration that succeeds in convincing consumers on two grounds is worth examining. What are these two grounds? First is the positive which serves as validating the perception of the brand; Second is the different, which under the influence of brand positioning mentions it as a step ahead of the competition, whether it is better in design or material technology. Further still, there is the issue of consumer preference which often occurred when considering a purchase.
The pull and push factors model emphasizes that location advantages have been a debatable term to measure trade activities and productivity. As such, to ensure that trade is sustained between two nations, it is important to look into the competitive landscape of potential trading partners. It is thus crucial to identify the competitive impacts of positioning when expanding into international markets. In the research discussing the competitive landscape and consumer behavior in the humor of the mattresses industry, occasionally (by a few), consumers do consider a foreign branded mattress. Mattresses, by the nature of the industry, have a one-time purchase behavior pattern that draws in a lot of consumer consideration when purchasing the product.
- Consumer Behavior and Preferences
In many cases, consumers prefer to buy familiar, local, or recognized branded products. Hence, the increase in market globalization is affected by the advent of communication advancements and the ease of product distribution. This dimension will allow consumers to select a range of alternative products that are available. Although most recognized brands are considered international brands, non-local consumers may still prefer to purchase a locally manufactured product. Consumers place significant importance on these preferences. It is therefore important for companies to know which product preferences play a significant role in the purchasing decision. As such, the reduction in perceived risks by an increasing number of available product alternatives provides important strategic implications for consumer decision making and their purchasing behavior.
Consumer behavior and preferences: Insights into consumer behavior, perception, and preferences are vital in determining the acceptance and promotion of a particular product. The increasing emphasis on knowledge about consumer behavior in various industries is applicable to retailers, managers, and even policymakers. Research studies about consumer preferences indicate that consumers want to buy a new product with perceived advantages, even at high promotional prices. Price, being the main determinant of consumer preference, influences consumer perceptual benefits and economic consequences for market success. Moreover, the earlier model by Kotler and Armstrong put forward that business buyers are more disciplined buyers but are similar to consumers who are emotional and brand buyers. It is suggested that the best strategy in promotion is to emphasize reaching potential buyers by using reason-why theme content and to be explicit in resolving any purchase concerns.
3.1. Factors Influencing Purchasing Decisions
According to TrendSource, 34% of male respondents preferred to purchase a mattress in person, with only 12% of females preferring the same. With customer acquisition costs for an online provider being lower, the respondents in our study being more biased toward e-commerce, we thought it was relevant to incorporate the online entities in this study. Furthermore, many of the large players in the bedding industry mostly focused on the physical environment and services, with consumers mostly being females. Therefore, we wanted our survey findings to be all-encompassing and include the online marketplace, which predominantly skewed towards males also. Since the completion of our research, Simba Sleep, another rapidly growing UK online retailer and Mandarin-speaking supplier, has entered the Singaporean market. According to Forbes, ‘Simba made news earlier this year when it announced that it has already become the 8th largest online mattress retailer in the world, generating an estimated $100 million in revenue’ to become ‘one of Europe’s fastest-growing online mattress brands’. Due to the female preference and the fragmented nature of the Australian online entities, marketing issues and perceived minimum efficient scale specific to the Greece market may be preventing the Australian entities from considering an offline presence.
According to a recent report by Australia’s chief science agency, over the last five years, the sale of mattresses in Singapore has decreased. Retail sales for the third quarter of 2018, for example, stood at only SGD1.11 million, of which sales made by Australian entities held a five percent share. This is in stark comparison to North America’s proportion of seventy-three percent, Japan’s proportion of ten percent, and the rest of Asia’s proportion of twelve percent. Our study involved predominantly surveying the Singaporean entry mode strategy, including market selection objectives of the five major Australian online mattress providers, their differentiating service and communications strategies, and their preemption considerations. One of the study’s main contributions is its incorporation of the impact of digital disruption and the limitations of attracting and retaining consumers to Australia for their shopping needs on a global basis.
3.2. Perceived Quality and Value
It is natural and convenient for both the invisible – manufacturer – and consumer sides to measure beyond reasonable limits and treat the determined value as a function of only the attributes of the purchasing product that are directly experienced. The intrinsic quality of the purchased strongmate item to some extent can adjust its price but is hardly considered given the manufacturer. Many product attributes are concealed from the customer and so cannot be recognized or evaluated before they make a purchase decision. They may make mistakes and sometimes have a loss of interest. It becomes almost impossible for the customer to evaluate the features and quality of a product merely by inspecting it, instead of experiencing the product firsthand. Customers indirectly evaluate the unobservable quality of the good by examining the visible attributes (e.g., price or brand). These become signals of perceived quality. For example, the customer thinks in terms of brand name for a particular product. Instead of examining unobservable quality, they reason it through specific equilibrium features. They believe that a well-known brand represents a high-quality product while the price premium and brand loyalty tend to strengthen for high-quality brand perceived products and to confirm the superiority.
Perceived quality has been a major concern for many sectors and niches in the literature about consumer behavior, and it is undoubtedly one of the most significant influencers in the decision-making process of what a customer purchases in the market. Perceived product quality is highly evaluated in the customer cohort and has important implications for the entrepreneur’s aspect of investment and increasing profitability. Customers are inevitably enticed to make a purchase when they believe the quality represents great value because lower perceived quality achieves a lower purchase rate and even customer rejection. The market often adopts such tools as better design, building expense, and the use of high-priced components to increase perceived quality and maybe the success of new entrepreneurial business.
- Distribution Channels and Retail Strategies
Australian Mattresses e-Tail: The retail of mattresses using the warehouse and delivery model eliminates the concept of showroom sales and extensive brand marketing. However, the perceived value of a mattress has grown beyond the price point, and transitioning mattresses to this e-Tail strategy has increased in popularity. The rise in popularity of the bed-in-a-box mattress during the last few years shows increasing acceptance from the public. Busy people can make a purchase with a few mouse clicks and it’s ready to be tried out at home. There is no need to make the trip to a store anymore, which is the original idea.
Existing online-offline omni-channel strategy: The company practices an existing online-offline omni-channel strategy. They have a flagship store in Sydney and Melbourne with multi-brand mattress-in-a-box showrooms. They claim to have covered 2000 physical stores (offline) and have an online presence with a 10-year partnership with e-commerce giants across Australia and New Zealand. They have partnered with e-commerce websites to attract custom purchases. Additionally, they have established a sleeping education content platform on many digital platforms. The company has a wide range of affiliations to assist with sleep, including many affiliate competitions on YouTube, affiliate program donations to charities related to sleep issues like the Lupus Foundation of America, and easy sponsorship surrounding their at-home presence. They even wholesale to hotels to ensure that Aussie Beds are the authentic bed of the Gold Coast Commonwealth Games and operate a showroom at a sleep institute for local bed buying.
4.1. Online vs. Offline Retail Presence
However, the price point works for both and not in reverse. Sleeping in sweaty may not be just an Aussie attribute and not earning first-world wages, in a first-world climate does somehow predispose one to pursuing basic needs closer to home. Despite the adventurous desires of our youth, an Aussie mattress can only be bought appreciably if its seller does the groundwork of setting up a brick and mortar shop on our shores and importing a good stock of mattresses to have a reasonably short response time. Otherwise, a mattress from any of their many competitors can similarly fill their bedframes within 24 hours. But an Aussie mattress does still have the selling point of having an Australian connection. Does smell of home sway enough foreign talent seeking permanent residency to spend double on an Aussie mattress that is not imported by an Australian registered company?
The internet and social media are the perfect places for Aussie mattresses to flex their well-established muscles because now they have a different market demographic to work with due to their increased price point. No market research findings are needed to say that the vast majority of young people (newly-weds or not) prefer to shop online. Or shall we say surf and swipe? An online marketing strategy might work better for the newer and pricier brands such as Koala with Mattress@Student and Sofzsleep catching the flotsams and jetsams of people maybe here with one foot inland and not ready to shell out for an Aussie mattress that they can get easily for just a fraction of its price back in Australia. Considering the cost of renting, most apartments would appreciate that a Koala mattress (alas sans the Koala couriered component) can be double up as a massive surfboard on Sentosa to pay homage to their suppliers.
4.1 Online vs. Offline Retail Presence
4.2. Partnerships and Collaborations
You may realize that our magic cube showrooms aren’t running on sole ownership. They are managed by amazing partners who have a lot of independence and who we consider as local CEOs. We offer training on our products and after-sales service to them. We cherish every one of them. Every time one of our partners comes down to us, we would take them out for a meal in our favorite local restaurant. Actually, we had lunch with all of them only a few months ago. Evening meal events are scheduled for next month. From the bottom of our hearts, the partnership has been such a rewarding experience. The joy of being part of such a joyful change in this industry is the best part of what we do.
Our partnerships have been the foundation of our localization. It’s impossible for a small startup like us to set up a branch in Singapore, Malaysia, Taiwan, China, or Thailand in such a short time. We need quality partners. For these many years, we’ve treasured every collaboration. We believe our success is down to these amazing partnerships. Similar to Australia, we’ve chosen to partner up locally in every market.
- Conclusion and Future Outlook
More than these were the four elements of the ‘brand aura’ of sharing, storytelling, celebrations, and sensationalism that had emotionally connected consumers of Aussie Mattresses in Singapore to the brand. Their marriage market behaviors that include consumption, contributions, growth, ingenuity, and engagement efforts were presented and demonstrated using evidence that was convincing and compelling on the brand’s presence, resonance, and supportiveness in Singapore. What remained then was about presenting or adding the last area – the methods of raising brand activation that had been included in the process just to complete the spectrum before moving on to show how much the activities had affected the destinies. Sentiments on the thesis remaining follows after this.
In conclusion, with activities considered for one year, the importance of the methods of raising brand activation to the success of MNCs in the Singaporean market has been significantly demonstrated through this dissertation. In line with this, how Aussie Mattresses had gained a strong standing in the market despite the many constraints had also been clearly demonstrated through the instrument that had presented the marriage market Singapore possesses and Singaporean market’s resonance and supportiveness for Aussie Mattresses.
5.1. Summary of Findings
Urbanization, increased awareness, and emphasis on sleep health have driven the global sleep industry. Among the many aspects that contribute to quality sleep, a good mattress is often mentioned. The substantial growth in the global mattress market has attracted many international mattress companies operating in the research of sleep science to enter this market. Traditionally, mattresses are mainly produced by Western countries, but Asian countries are producing a large portion of the mattresses today. However, it is noted that there is a lack of academic publications on Asian mattress companies, especially those from Singapore. This research fills this gap by investigating Aussie Mattresses – a manufacturer and retailer of Australian mattresses based in Singapore. The involvement of Aussie Mattresses in both the upstream and downstream mattress industry value chain is explored. The remains of both included essential capital spent, quality control issues, and after-sales services. Based on the findings, Aussie Mattresses may act as an international market connector between its origin country and the targeted market as there is a direct international bridge created by their involvement. Furthermore, it has mass customization with high-quality mattresses and values designed and produced using quality-controlled techniques. The paper has not seen such a major impact that Singapore’s sleeping industry has evolved from FWARB, and neither has it been completed in a consolidated entry design from service to innovation.
5.2. Potential Growth Opportunities
Besides producing mattresses that consumers are dissatisfied with, most competing mattress brands are not providing materials that are incredibly too soft or too warm in the humid tropical environment. This results in back pain and frequent mattress changes in their lifetime. This would potentially reduce the frequency of changing mattresses, helping to save the consumer’s household budget and reduce the problem of disposing of tons of mattresses annually. Aussie Mattress has an integrated value proposition from the recyclable packaging, sustainable mattress materials, price completion, value proposition, differentiation, fast delivery, and free warranties to ensure an unbeatable customer experience in order to create their loyal customer database.
There are few competitors providing similar product offerings in the bamboo charcoal mattress segment, especially for a mattress with similar features such as adjustable muzzle firmness. The innovation of the usage of bamboo charcoal and other materials with anti-dust mite features would give Aussie Mattress a competitive edge and first entry advantage in this fast-growing market segment of the world region. Bamboo charcoal is used for its natural antibacterial, dust mite resistance, and dehumidifying properties to lower heat and moisture. The intrinsic properties mean it also functions as a natural deodorizer that absorbs smoke, food waste, and harmful chemicals.
