“Blueshift’s recommendation engine is great and easy-to-use. I have the ability to plug in our recommendation blocks into any email template with ease, and still customize the design to our specific brand guidelines.”
When Tuft & Needle founders Daehee Park and JT Marino set out to create the world’s first direct-to-consumer mattress and bedding brand, reducing bottlenecks in the buying process like inconsistent skews, pushy sales reps, poor customer service, etc. was a top priority. Their streamlined approach was quickly noticed by more traditional sleep brands: a merger with Serta Simmons Bedding meant they’d need to rethink their technology stack in order to scale.
As Tuft & Needle rapidly began to grow with the merger of Serta Simmons Bedding, they realized they needed a solution that would scale with them.
Their legacy solution (a basic ESP) limited the team to batch-and-blast email campaigns with no ability to leverage historical data or natively host their product catalog to deliver product recommendations. In addition to that, they had no ability to export their first-party data to any external system for deeper analysis on campaign performance, resulting in a loss of data and insight.
“We are facing a future where we cannot leverage 3rd party cookies in the same way, and that’s going to have a huge impact on marketing teams. Blueshift works around that by giving us the power to target lookalike audiences more effectively across paid channels.”
Tuft & Needle needed a scalable and accessible solution that could integrate with their product and content catalogs, align with the strict brand guidelines, and collect all their first-party data to activate across their campaigns. Their team went through a rigorous technical evaluation involving members from IT and engineering to ensure the solution they selected was going to be a long-term partner, not something they would change two years down the road.
In short, Tuft & Needle wanted to:
“I would recommend Blueshift to any company that is struggling to find the ability to segment on every quality and event they collect on their customers. If they don’t have the ability now, they should strongly consider moving to a system that allows them to do something actionable.”
Tuft & Needle selected Blueshift because of the platform’s white-box approach and dynamic ability to collect and activate all their first-party data. Blueshift’s plethora of technical documentation resulted in a quick onboarding and time to launch new campaigns.
The small team was able to roll out a number of new behavior-triggered campaigns and workflows such as abandon checkout, brochure requests, 100-day mattress trials, and product upsells based on previous purchases due to the ability to quickly navigate the platform and access all key elements of their campaigns. With a complete, historical view of each customer, they now had a solution that enabled them to improve customer acquisition, conversion, and retention by delivering unique customer experiences based on all their data from their website and campaigns.
The following capabilities were essential to Tuft & Needle’s success:
“Blueshift has absolutely made it easier for us to create new campaigns, I can quickly navigate the platform to build highly targeted segments, pop in any asset, and quickly build and launch new campaigns.”
181% Increase in Email Revenue within the First Year
17% Increase in AOV
578% Increase in Traffic YOY
40% Increase in Automation Workflows
180% Increase in Segments
Next Steps
In a little more than a year since the acquisition, Tuft & Needle has grown exponentially and has no plans to stop. They are now looking to increase their number of automated campaigns by 75%, freeing up their time to work on new marketing initiatives. The company also plans on using Blueshift to improve their paid advertising efforts by delivering cohesive and consistent messaging across Facebook and Google.