Edgar Dale, Cone of Experience
The Sleep Number retail experience stands out from traditional mattress stores by utilizing the human, physical, and digital experience to create a personalized customer journey. The store design provides an immersive brand experience that connects with customers emotionally and rationally, leaving no doubt that Sleep Number is the right choice.
Proprietary digital experiences were created to engage and educate customers, providing a consistent and immersive multi-sensory experience. The floor plans and space allocation are flexible, accommodating future innovations and maximizing real estate opportunities. The visual merchandising and communication are value-added, attracting and educating customers with key differentiated benefits.
Sustainable design is a guiding principle, with environmental considerations incorporated into all aspects of design development. The stores are built with the full impact of materials, manufacturing, construction, and maintenance on the environment and society in mind.
The Sleep Number retail experience has received eight awards for design, innovation, and technology, acknowledging the unique and effective approach taken to create an immersive and sustainable brand experience.
The Flatiron concept store offered a digitally integrated shopping experience that raised the bar for brand engagement.
The 360 smart bed introduced itself through an immersive digital storytelling experience, showcasing the bed's features and benefits in just a few minutes. Originally developed for CES, the experience was quickly tested with consumers and later scaled across all physical retail touchpoints.
In 2005, Sleep Number was one of the first to successfully build and scale sustainable digital, physical, and human interactive experiences into a relationship-based selling process.
In 2018, partnered with HGA architects to develop the design of a new home office, managing the architecture, interior design, brand communication, and program management to successfully move over 1,000 team members from the suburbs to a new 250,000 square foot downtown Minneapolis location in under 9 months, all while meeting a $30 million budget.
The design of the new building reflected Sleep Number's unique culture, featuring a modern yet warm and integrated environment with a distinctly Minnesotan feel. The move to the new home office facilitated innovation and allowed the team to collaborate and connect differently, ultimately leading to a shift to entirely virtual work and embracing the "work for your day" philosophy. This success was built on a partnership that began a decade earlier when Sleep Number first partnered with HGA on their former home office.
In 2019, applied this same philosophy to their labs location in San Jose, California, with the goal of attracting and retaining top talent and fostering a culture of innovation. This dedication to creating a modern and innovative workplace has helped Sleep Number stand out as a leader in the industry, attracting top talent and supporting ongoing growth and success.
The International Consumer Electronic Show (CES) is the world's largest and most influential tech event, where global innovators and the biggest brands come together to do business and showcase breakthrough technologies. With an average of 250K attendees and 4000 exhibitors, CES features every aspect of the tech sector and is one of the largest trade shows in the world.
To attract, engage, and educate attendees and increase leads, a disruptive experience on the floor was combined with an amplification plan to extend the experience beyond the exhibit's four walls. Surround sound media activations resulted in an average of +2B media impressions per event and key media engagement. CES provided the perfect platform to launch Sleep Number innovations, quickly test content and technology, and later integrate them into the consumer experience.
In 2022, Microsoft's HoloLens augmented reality technology was used at CES to provide attendees with an immersive experience of the 360 smart bed's advanced capabilities, allowing them to feel the bed's comfort and adjustability. HoloLens enabled users to experience 3D holographic images and blend the digital experience with the physical environment.
Sleep Number also showcased its brand at the World Sleep Congress in Rome, Italy, in 2022, positioning itself as the leader in sleep science, research, and health. This event helped to create awareness and credibility among scientific attendees and earned health/science media.
Overall, the innovative approach to experiential design and use of cutting-edge technology we honored with 16 awards in design, experience, and technology.
To showcase the Climate360 smart bed, attendees could relax on the bed and feel the warming and cooling sides while content was projected onto their body and the bed. The content explained the physiological impact of temperature while sleeping and the benefits of the new innovation.
Attendees could try out the benefits of the 360 smart bed in a two-story activation at CES. Upstairs, they could experience the bed's automatic adjustments under a large LED screen.
On the first floor, attendees could play a virtual reality football game that demonstrated the effects of poor sleep on cognitive and physical performance.
The experience had a custom fabric shell with content projection mapped to it, with black reflective materials and digital screens for a tech look. Attendees could interact with the experience and learn about the bed's benefits, as well as get individualized sleep consultations with sleep experts.
At the Super Bowl, Sleep Number aimed to engage local and national audiences by showcasing how quality sleep affects athletic performance. As the official sleep + wellness partner of the NFL, Sleep Number leveraged NFL players' authentic stories to promote its 360 Smart bed.
At the Miami Super Bowl LIV Live event, Sleep Number hosted its largest immersive activation at the NFL Experience, featuring both high-tech and low-tech activities for all ages. Fans could relax on the 360 Smart bed inside a 12-foot-tall Sleep Number helmet, virtually experience their dream team bedroom, and compete in the Zen Zone to move the football with their brain.
Additionally, the Sleep Number studio was situated in a prime location within the media center to allow for immediate content creation and media placements. The flexible space facilitated multiple athlete/talent interviews and casual interactions, resulting in an average of +1.5M media impressions per event.
The activation received four Design/Experience/Technology awards.
A new virtual reality experience was featured outside on Nicollet Mall, where eight fans could participate in throwing footballs through targets on the "field." The game demonstrated the effects of sleep deprivation on "game day" performance, with players experiencing a week of well-rested sleep on a Sleep Number bed in round one, and poor sleep of six hours or less a night in round two, which equals the cognitive skills of someone who is legally drunk. The experience showed the difference quality sleep can make on performance, with the scores appearing on a leaderboard for bragging rights and daily winners.
Inside the Dayton's Project, fans could relax and experience the Sleep Number 360 smart bed through an interactive experience inside a giant Sleep Number helmet, intuitively sensing and automatically adjusting.
Sleep Number also hosted a pop-up concert with Brad Paisley at the Sleep Number Mall of America store, followed by a media event in Camp Snoopy.
In Atlanta, brought back the 12’ tall football helmets and the Sleep Number Quarterback challenge, but they also introduced some new activations.
One of the key features was the virtual dream team bedroom, where fans could enter their name, choose their team, and instantly transform the space into their own personalized team-themed bedroom. The room featured their name on a jersey above the bed, the team's logo, and decor in team colors.
This flexible pop-up experience was utilized at more than 35,000 events to connect with consumers at their favorite events such as state fairs, home shows, festivals, and local events. A comprehensive program management system was established to assist the channel with team training, production, routing, kit refurbishment, and storage. Technology was also incorporated to manage leads, show services, and experiential technology, generating more than one million leads and over $300 million in revenue over a decade.