In a digital era where e-commerce reigns supreme, Airpedic, an established adjustable air bed brand, faced significant challenges. With an outdated website that lacked e-commerce capabilities and a brand identity that had not been refreshed in over 30 years, Airpedic was missing out on crucial market opportunities. Our agency was tasked with a full-scale digital transformation to reposition Airpedic not just as a competitor but as a leader in the adjustable air bed market.
Challenges
Airpedic’s initial situation was marked by:
No E-Commerce Functionality:
The existing website offered no direct sales capabilities, a critical shortfall in tapping the national market.
Outdated Brand Identity:
The brand’s visual elements were dated and ineffective at engaging a younger demographic.
Poor Web Performance:
The old website suffered from low conversion rates, dropping under 5%, and was not optimized for user engagement or search engines.
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Strategy Implementation
Our strategic overhaul encompassed several key areas:
Brand Strategy & Identity Redesign
Website UX/UI Redesign
E-commerce Integration
SEO and Digital Marketing
Brand Identity Redesign
We developed a new logo and design elements that resonated with modern consumers while retaining a nod to the brand’s legacy. The new logo, inspired by spinal alignment and air flow dynamics, symbolizes the brand’s focus on health and engineering precision.
Brand Strategy
Without extensive market surveys, we relied on in-depth discussions with the Airpedic team and detailed keyword research. We identified a niche where Airpedic could excel, focusing on lumbar support and the health benefits of superior sleep solutions, distinguishing itself from competitors like Sleep Number.
Brand Positioning
Without extensive market surveys, we relied on in-depth discussions with the Airpedic team and detailed keyword research. We identified a niche where Airpedic could excel, focusing on lumbar support and the health benefits of superior sleep solutions, distinguishing itself from competitors like Sleep Number.
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Website UX/UI Redesign
Our goals for the website were to enhance its functionality across devices, introduce full e-commerce capabilities, and ensure the site was educational and engaging. We implemented interactive elements like a scrubbing video that explains the Airpedic story and comparison tools against competitors. The site was designed to be intuitive, with strong calls-to-action and a streamlined shopping process.
Results
Our strategic overhaul encompassed several key areas:
Direct ROI.**
Google Organic Traffic increase.*
Direct Traffic Increase.*
Engagement rate increase.*
* In first 60 days from launch.
** Based on eCommerce sales only (in first 60 days from launch), not including showroom and phone orders.
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Future Projections
With the foundational improvements in place, our next steps include scaling Airpedic’s digital marketing efforts. Plans are underway to leverage video advertising and paid social campaigns to further enhance brand visibility and drive conversions. Our target over the next six months is a 100% increase in sales, focusing on continuously improving engagement and customer satisfaction.
Conclusion
Airpedic’s digital transformation is a testament to how traditional brands can redefine themselves in the digital age. By focusing on a robust online presence and a refreshed brand identity, Airpedic is now poised for limitless growth, ready to meet the demands of modern consumers and a dynamic marketplace.
