Ortho Mattress Increased Online Orders 1,560% During Its Shift to eCommerce

When COVID-19 forced Ortho Mattress to close its 63 retail stores, the Southern California retailer needed to turn a store-visit strategy into an eCommerce program quickly. We shifted paid search and programmatic campaigns toward online sales, built a shopping feed, and supported the transition with remarketing, social, and brand campaigns.

Ortho Mattress Results

Key Results

Services: SEM, Shopping Ads, Programmatic Advertising, Paid Social, Public Relations

Online Orders

1,560%

Quarterly increase in online orders.

eCommerce CPA

95%

Reduction in cost per acquisition.

Ad Recall Lift

639%

Increase in Estimated Ad Recall Lift.

About Ortho Mattress

Company Overview and Challenge

Ortho Mattress is a regional mattress retailer operating in Southern California. The company had grown into one of the nation’s largest mattress retailers, offering popular high-end brands while also manufacturing its own mattresses to give customers more options at lower prices.

The Challenge

Ortho Mattress had historically used brand awareness and store-visit conversion actions to generate sales digitally for its chain of 63 retail stores. When COVID-19 forced those stores to close, the company needed to establish a new eCommerce strategy quickly enough to continue operating.

Ortho Mattress mattress displayed in a bedroom

Our Approach to the eCommerce Shift

The transition required more than moving budget between campaigns. We changed the role of paid media, added the product data and remarketing needed for online sales, and connected Ortho Mattress’ PPE work with regional brand and retargeting campaigns.

Our Work

Our Key Contributions

Four changes moved Ortho Mattress from store-visit demand to online orders while its retail locations stayed closed.

Paid Search and Programmatic

We shifted paid search and programmatic campaigns away from brand awareness and toward a hyper-targeted eCommerce approach with layered audience segmentation.

Shopping Feed and Remarketing

We generated a dedicated shopping feed for Google and launched Dynamic Remarketing to move interested shoppers further down the eCommerce funnel in a category historically centered on physical stores.

PPE Awareness Campaign

When Ortho Mattress moved part of its factory to Personal Protective Equipment manufacturing, we launched a targeted public relations and brand campaign around its PPE donations to build regional awareness and goodwill.

Online and Phone Retargeting

We followed the PPE campaign with a retargeting social media campaign for people who had engaged with it, promoting Ortho Mattress sales initiatives centered on online and phone eCommerce transactions.

“Retail moves fast and I need reliable partners who can keep up with the pace. I found that with OuterBox.”

David Fleischman, Executive VP of Retail Sales

Campaign Outcomes

The Results for Ortho Mattress

Rebuilding the program around online sales changed what Ortho Mattress could measure. These results cover the campaign period during the store closures, when the retailer had no sales floor to sell from.

Online Orders

1,560% quarterly increase in online orders. Online demand replaced the store traffic Ortho Mattress lost when its 63 locations closed.

eCommerce CPA

95% reduction in eCommerce cost per acquisition. Hyper-targeted campaigns and a dedicated shopping feed bought that demand far more efficiently.

Ad Recall Lift

639% increase in Estimated Ad Recall Lift. The PPE public relations campaign and its retargeting follow-up kept the brand visible across Southern California.

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