Mattresses and $1.1 billion or how Casper achieved fantastic success in e-commerce.

Launched in 2014, Casper quickly revolutionized the mattress industry and reached $1.1 billion in just five years.

Sounds hard-boiled, doesn’t it?

Casper’s e-commerce success story begins with identifying customers’ standard and most significant pain points when purchasing mattresses; purchasing a mattress could be more transparent and convenient. After all, the buyer must visit a store, sometimes several, communicate with pushy salespeople, and try deciphering complex specifications. Since its inception, Casper has strived to simplify this process by offering mattresses online directly to customers. The company managed to convince customers that ordering a foam mattress in a box was easier than going to a regular store.

Now, let’s look at the marketing strategy that the company uses to achieve massive success in e-commerce.

• Content marketing.

Casper understood the importance of building trust between them and their customers, leading them to launch a blog dedicated to answering people’s most frequently asked questions. For example, “What size mattress is right for me?”, “How do you get rid of bedbugs in a mattress?” “How do you remove blood from a pillow?” “Why does my neck swell after sleep?” Thanks to the blog, they achieved impressive search engine rankings and reached a broad audience of potential clients. A miracle, and that’s all! 

• Reviews, reviews, and more reviews!

On its website, Casper displays all reviews, from sour to good. The company has never hidden or edited anything. In addition, they indicate reviews that were written thanks to an email newsletter sent to customers who have already purchased a mattress. Everything is clean and transparent—exactly what the client wants to see.

• Crazy warranty.

Casper offered an attractive 100-day mattress trial to all new customers. So, it’s a little crazy, but it works!  Site visitors could not miss this offer, which always stood out noticeably on the site and really attracted customers’ attention. This guarantee was instrumental in establishing trust in Casper and reducing consumer concerns about purchasing a mattress online.

Now, starting in 2019, Casper has opened offline stores where customers can “take a nap” and try out the mattress before purchasing, and the 100-day trial guarantee that was used for 8 years has been canceled.

• Referral marketing.

More than 60% buy after recommendations from friends. Casper knows this, which is why it uses a referral program to increase sales. Thanks to her invited friends and successful recommendations, the client receives a $75 Amazon gift card, and the invited person gets a 25% discount. Therefore, given the many positive reviews, the referral program’s wisdom is still being questioned.

• Customer experience when purchasing is significant!

When buying a mattress, the client always thinks about comfort and durability. Knowing this, Casper optimized some processes. Therefore, when purchasing something on the website, the company offers the client a short quiz that helps them choose the ideal mattress, considering individual preferences.

• Email marketing makes a significant contribution.

Everyone knows email marketing from Casper firsthand because if you enter “examples of abandoned carts” in a search engine, you will definitely see an example from Casper!

The Casper success story is one of the few that highlights the importance of marketing in running an e-commerce business. The company has created a strong, simple, high-quality, affordable brand. As a result of all their efforts, Casper has become one of the fastest-growing e-commerce companies in the mattress industry, attracting millions of customers and receiving positive reviews from consumers and industry experts. However, the company’s journey has been smooth. Casper has faced criticism for its aggressive marketing tactics and skepticism from traditional mattress retailers. But, as they say, winners are not judged.