Segment the market where it sleeps

Sleep Country Canada store, Granville Street, Vancouver, BC

Display window, Sleep Country Canada store, Granville Street, Vancouver, BC

Depending how you sleep; side, back, or stomach, there is probably a pillow designed just for you. However, most consumers have no idea that there are different designs for different sleeping orientations. We just look for soft, medium, or firm and hope for the best.

But if firms like Sleep Country can convince consumers that differently designed pillows will result in a better night's sleep there may be an opportunity to charge higher prices for greater perceived value. (And who does not value a good night's sleep?)

Is the market there yet? No, but more promotion and product availability from firms like Sleep Country might be what it takes to convince the consumer that there is a difference. And if the consumer thinks that there is a difference then they might just pay for it.