Memory Foam Mattress
At the height of the memory foam mattress explosion of 2016, we tested a new variant designed to stand out via luxury pricing and audience targeting. However, our analysis predicted that the crest of the wave was approaching: competitor sales had been brisk for over a year and the market was cluttered with startup brands and offerings. This meant that the specific customer audience being targeted by our test product was approaching saturation, and the timescales of the replacement cycle meant that most of the target audience would be unlikely to trial any new products in the coming 4 years. Category sales amongst the niche target audience did, in fact, decline in the months following our test and the sector, though growing, is still highly competitive and dominated by big brand key players and competitive pricing policies.