It’s rare to find a company that has been in business long enough to have completely transformed the way it does business, and still thrive in what is an increasingly dynamic and demanding consumer market. Yet Pillow Talk has done just this, evolving from being the first company to introduce Australians to the continental quilt four decades ago, to a leader in digital marketing and personalised content delivery during its current. After celebrating 40 successful years in business, the Brisbane-based retail stalwart has transformed the look of its brand, stores, logo and mantra, with comfort at the core. Also at the heart of the rebrand is data and the kind of consumer insights considered impossible for the traditional bricks-and-mortar retailer even half a decade ago. About three years ago, Pillow Talk decided to talk to its employees and customers, and received lots of conflicting information. The team realised the online customer was aged 22-35, while the in-store customer was aged 45-75. “We realised there is a warning signal there, because business is still 92 per cent bricks-and-mortar.

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So we needed to make ourselves appear more relevant to a younger consumer,” co-founder and managing director of Pillow Talk, Heath Goddard, told CMO. The year before, the company had engaged Alpha Digital to combine and leverage its data to provide in-depth customer insights. Alpha Digital and Pillow Talk have now used four years’ worth of insights gained from the digital audience to develop the digital amplification of the customer-centric relaunch. The insights have also proven invaluable throughout Pillow Talk’s current omni-channel brand strategy. Pillow Talk digital marketing manager, Kristy Stevens, said since working with Alpha Digital, its digital platform and reach has grown significantly. “The data and insights and making our messages much more targeted have been invaluable, and we’ve seen great result,” she said. “Personalisation needs to be at the core of everything we do, because customers expect and deserve to get a one to one relationship with our brand.