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Should Your Store Look Like Your Website?

Should Your Store Look Like Your Website?

Everybody sleeps, but not everybody wants to buy a mattress online. Nest Bedding has always embraced an omnichannel strategy, with a very robust e-commerce presence as well as brick and mortar locations. What’s really interesting, as Digiday reports, is how the physical store locations’ design and aesthetic was influenced by the website.

[Tweet “[Customers] are going to begin to expect [this hybrid approach] from you.”]

Nest Bedding CEO Joe Alexander explained to Digiday that many mattress store customers don’t necessarily trust traditional mattress retailers. At the same time, they’re uncertain about buying a bed in a box from an online retailer, in part because they want to be able to see, feel and assess the mattress for themselves before purchasing. Nest’s strategy: develop trust online, and continue that trust by making the in-store experience representative of the digital one.

There are two important ways Nest did this. The first is visual. The in-store merchandise is heavily influenced – almost identical – to the visuals on the website, including color scheme, layout, and props. Via Digiday, “Alexander describes the approach as contrary to most mattress company websites which tend to focus on products using shots of people lying on mattresses. “What we wanted to do was convey emotion and not commodity,” said Alexander. “We want people to think that they can see themselves here instead of oh, they sell beds.”

The second way the digital experience is integrated into the in-store environment has to do with social media. All of its stores have screens that display Nest Bedding’s mentions on Twitter, Facebook, Pinterest, and Instagram in real time. While this move definitely reinforces the sense of social validation a customer can feel when they choose a Nest mattress, it’s also an impressive display of confidence on the brand’s part.

The big takeaway for retailers here is that the time for thinking of e-commerce and brick and mortar locations as distinct and separate from each other is over. The lines are blurring, with online experiences influencing brick and mortar sales and vice versa. This includes aesthetic choices, as Nest has demonstrated, as well as functionality like shop online, pick up in store. As customers experience this hybrid approach from other retailers, they’re going to begin to expect it from you. The only question is: will you be ready?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office