Thoughts19 May 2019 14:42
Putting numbers aside, EVE are now well positioned with a great board with relevant online DTC experience and success behind them.
My immediate, back of a fag packet thoughts are....
There are a quite few operators with the bed in a box market - Leesa, Simba, Otty, Bruno, Emma, Tempur, Casper
All suppliers offer a fairly similar product offering so I think one of the main issues is how EVE can successfully differentiate to gain market share and create consumer stickiness.
Sleep influences so many aspects of our lives - physical and mental health, general well being, academic and work performance etc.
Currently we are heading to a mental health crisis across all generations so alliances and researched back narrative on their website and packaging focussing on the importance of good quality sleep is key - apart from their Refuse to Snooze garb which I think is too complicated for consumers to wade through there is not enough on their site
EVE produce products that benefit all generations but generation X, Y and Z are probably key with Gen Z probably being the ones looking to align themselves with cool, ethical brands
Focus on baby products - always a winner
Focus on backs and good posture
Build upon commercial partnerships with hotels etc but extend to Employers and schools offering discounts etc. Employers would buy into this big time in my opinion
Delivery is another big issue as I’ve seen countless negative customer comments re failed deliveries. This definitely needs reviewing as this stage of the customer experience is key - I like DPD myself, used extensively and love their app
Just my Sunday morning ramblings!