Daily News
From Home Furnishing Business
Spring Air Launches New Breathe Collection Through Video
April 22,
2021 by Laurie Northington in Business Strategy, Industry 
Mattress manufacturer Spring Air has announced the digital launch of its four-model Breathe collection of mattresses. Coming on the heels of its announcement earlier this year to launch products at times of the year that meet its retail customers’ needs, as opposed to the tradeshow timing, the brand will now do all introductions digitally first.
“Through the use of our new digital world, we are now connecting with our customers on a year-round basis and on their terms, when we see a need in the market place – not during buying cycles driven by the industry’s market schedules,” said Nick Bates, president of Spring Air International. “Digital video launches allow our customers the option of adding new products when the time is right for them. It also enables buyers to share the benefits and features of new products in a more dynamic way with a broader group of executives than might have traveled to a normal market.”
“The virtual component is here to stay, and we anticipate that technology will become an increasingly valuable sales tool going forward,” Bates added. “Even though the pandemic forced the postponement of markets by restricting travel for business, we didn’t miss a beat. In fact, we became more efficient in our sales process.”
The company’s sales representatives will inform their customers when a new digital launch will take place. Spring Air will also use its social media platforms – Facebook, Twitter, LinkedIn and Instagram – to highlight each new digital introduction as it debuts. Spring Air will also begin building a library of product videos, adding each digital introduction as they occur.
The Breathe digital launch is a professionally produced product video narrated by Bates. In the video, he describes the features of the new collection, including its Nano Shield technology, which reduces virus activity by 97.9% within four hours and 98.4% of bacteria within one hour. Animated graphics displaying each of the collection’s components play a key role in the video. The Breathe debut is available for retail customers to view now.