Mlily Unveils Map Pricing Program

May 7, 2020  by Laurie Northington in Business Strategy, Industry   

The pricing strategy, which goes into effect immediately, is backed up with the company’s drop-ship program to support direct home delivery to consumers buying from its online retail partners.

Mlily implemented the plan to help retailers combat the significant drop of in-store sales as consumers have shifted to online shopping during the COVID-19 pandemic. The program includes the company’s Fusion Luxe, S-Elite, Fusion Ortho and Harmony + mattresses, and the company is set up to manage the backend inventory and direct-to-consumer delivery from its factory in South Carolina.

Fusion Luxe, a medium-plush hybrid with a cooling cover, can be advertised at $999 in queen. The S-Elite mattress, offers MAP of $1,249 in queen and features an all-foam construction with a cooling cover. Fusion Ortho, a firm hybrid design, and Harmony +, an all-foam model, both feature MAP of $624 in queen.

Retailers have the option of having Mlily dropship the purchase directly to the consumer, or deliver to the retailer for follow-up delivery to the consumer.

“With consumers hunkered down at home, in-store retail sales have seized up, but that doesn’t mean mattresses aren’t being bought,” said Stephen Chen, president. “We’re committed to being a true partner, and we have the ability to handle the logistics for our retailers. They sell it online through their store’s website, and we’ll take care of the rest. It is that simple. Our established MAP strategy will help ensure a level playing field for everyone.”

Mlily has contracted with a third party to monitor online pricing to maintain fairness.

“These are extraordinary times for the world and the industry,” Chen added. “By working together to develop solutions, we’ll all emerge stronger.”