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From Home Furnishing Business
Kingsdown Focuses on Marketing Support Tools at Summer Las Vegas
July 8,
2025 by Karen Parrish in Business Strategy, Industry 
Leading bedding manufacturer Kingsdown is focusing on enhanced marketing support tools for retailers at the Summer Las Vegas Furniture Market under the Kingsdown RSAi moniker, including a new, retail-friendly display unit for its industry leading bedMATCH™ system and a new ask crAIg in-store AI training app for RSAs.
BedMATCH, which uses 18 statistical measurements and over 1,000 scientific calculations and generative data from more than 20 million consumer profiles, provides personalized recommendations for product on retail floors. Along with the upgraded content management system and newly updated software that Kingsdown showed at the January market, buyers this summer can look forward to the addition of a new display unit created to encase the BedMATCH technology.
The display has been redesigned for total retailer branding, ease of shipping and quick set-up. Indeed, the new unit requires just one person and less than two hours to install on a retail floor. The latest model, which incorporates vibrant silicon edge graphics (SEG), the standard in cutting-edge retail design and point-of-sale materials today, now gives retailers the flexibility to differentiate their BedMATCH unit to reflect their store’s brand and logo.
The new display unit also gives dealers the ability to quickly and easily change the display to support promotions or align with specific marketing initiatives.
“Additionally, retailers that use BedMATCH report far less returns because their customers are satisfied that they have identified their ideal mattress before they ever leave the store,” said Frank Hood, president and chief executive officer of Kingsdown.
“Our goal with this new display was to create an even stronger magnet to draw shoppers to the BedMATCH system on the retailer’s floor,” Hood said.
The new display unit will be a featured component of Kingsdown’s SleepLAB experience which offers buyers a hands-on, behind-the-scenes look at how the luxury bedding manufacturer combines style and substance to drive a brand long driven by testing and sleep science.
Also new inside the SleepLAB experience this summer is ask crAIg, an engaging sales training RSAi app created for retail sales associates. Featuring an AI-powered version of Craig Wilson, Kingsdown’s well-regarded vice president of sales, training and education, the app allows retail salespeople to instantly request and receive helpful information generated by AI and is the first of many AI marketing support tools to come that the company is creating under Kingsdown RSAi.
“We continue to explore innovative solutions to help dealers connect with customers via well-educated RSAs,” said Hood. “With rapid advancements in AI technology, we see an opportunity to provide on-demand access to the sales training expertise that Craig Wilson provides when he visits stores in person, allowing RSA’s to quickly retrieve information and respond to customer needs more efficiently.”
“We are working to improve and expand on our RSAi tools into next market with a speech to text/text to speech version of ask crAIg, a product review and bedMATCH data AI chat functions,” said Gary Towning, chief marketing officer. “We have also recognized the need to create AI Brand Guidelines to assist ourselves and our retail partners in staying on brand when using AI to develop creative assets."