"Buying a mattress is one of the worst consumer experiences in the world," says Philip Krim. Yet, few startups have really tried to improve it — perhaps because the mattress business isn’t exactly the sexiest industry around. Buying a mattress will never be like buying an iPhone. The archetypal smarmy mattress store salesman is nothing like an Apple Store Genius. But Krim, the CEO of "sleep startup" Casper, doesn’t see how the two are so different.
You spend a third of your life sleeping on a mattress, which is probably also in line with the amount of time you spend on your smartphone. All the while, you drop hundreds of dollars on a phone every two years, but mattresses are a considered to be a pricey purchase, even when you only...
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