eTail Canada 2017

May 16 - 18, 2017

Hyatt Regency Toronto, ON

1-888-482-6012

 Amy McSharry
Amy McSharry Sr Product Manager, Digital Experience TEMPUR+SEALY INTERNATIONAL
Amy is an e-commerce professional with strong analytical skills specializing in product management and project analysis in an agile world, using an iterative approach to large projects, focused on increasing conversion and moving KPIs.

Formerly heading up three teams at Zappos, focusing mainly on a platform migration and introduction of online exchanges as a new feature, she was recruited by Tempur Sealy in early 2016 to tackle another platform migration and enhance their overall digital experience.


Day Three: The Future Of Innovative Retail Is Now

1:25 PM Increase Direct Sales…But Don’t Upset Retail Partners

In October 2016, Tempur-Pedic completed a replatform and full redesign of its consumer website, aiming to provide both the product education and online shopping experience customers seek in the digital marketplace.  Given that most mattress purchases are “highly considered” with long purchase journey and a touch and feel need before buying element, the majority of mattress sales are derived from our vast network of retail partners.  Tempurpedic, unlike many other competitive mattress offerings available at retailers, is a MAP (minimum advertised price) pricing model with strict promotional guidelines that must be followed by both our retail partners and our direct channel which is comprised of our website, call center and flagship store locations.  This uniformity creates challenges as we look to differentiate and grow our owned channels to remain competitive with an ever-changing consumer shopping dynamic, as well as support and continue to grow our more traditional channel.  
 
During this case study, we’ll talk about:
 
• Why direct sales may be critical to your company’s longer term success
• The internal challenges of balancing the consumer’s desire for online shopping vs. the educational and “referral” nature of supporting retail partners
• Strategies to increase direct sales while continuing to support the needs of retail partners