Breakfast in bed? DoorDash can deliver that.
Here’s the latest logistics move to get mattresses into the hands of consumers quickly: Team up with DoorDash, the technology company likely best known for delivering food and groceries to people’s home through drivers known as “dashers.” The platform relies on the gig economy for its delivery drivers, and those drivers — dashers — are looking for tips.
Mattress Firm announced last week a partnership with DoorDash, just as parents and college students are moving into dorms and school apartments for the fall semester. Not bad timing given the need for sustenance during the ever-chaotic move-in period and sleep during the semester. Capture their attention early to solve the problem of a forgotten pillow or mattress protector. Or a lumpy, uncomfortable dorm mattress.
In announcing the deal, the 2,300-plus unit retailer referenced a statistic saying 24% of consumers abandon online carts and go elsewhere if the delivery period seems too long. To avoid that dilemma, Mattress Firm has turned to DoorDash, the platform that can deliver McDonald’s fries and a Starbucks latte in a jiffy.
The retailer said the DoorDash service is available on all mattresses, protectors, pillows and other sleep accessories in all its markets in the U.S.
A quick check on my DoorDash app for the Columbia, S.C., market doesn’t quite meet that promise. As of today’s check on Aug. 19, I can DoorDash — yes, I used it as a verb — a choice of two pillows, a mattress protector (shown in king size only) and a metal bed frame.
I think the idea is novel and clever, but the promise has to stand up otherwise consumers become frustrated and view the plan as gimmicky.
Another mattress brand is looking to capture consumers via a different channel, too. Therapedic International announced ahead of the back-to-school rush that it had partnered with Barnes & Noble College to help parents and students outfit dorms and apartments.
Through its partnership with the retailer that boasts more than 700 campus stores across the U.S., Therapedic is offering a line up of products under the MagnaComfort by Therapedic moniker. The collection includes memory foam toppers and pillows, an 11-inch memory foam mattress and other bedding essentials.
The collection of products are currently displayed in nine stores in the East and two in the South for the move-in season. All of the stores feature in-store information and scannable QR codes to make it easy to shop for sleep essentials that can be drop-shipped to campus addresses.
An added bonus for Therapedic: Barnes & Noble College is sending emails to students and parents touting the company’s lineup for easy purchase and delivery.
Both companies should be applauded for thinking outside of the box in capturing new consumers — college students heading out into a new landscape — where they shop and during a critical time.
My advice: Make sure the promise is actionable and can be delivered. Otherwise, consumers — both young and older — get a bad taste for a brand if disappointed.