Answer the follwing question after reading the case.

1. The consumer Product classification system categorizes consumer products into four groups based on how much time and effort consumers spend shopping for products. In which class does Bloom belong (be specific)? Explain why using facts from the case.

Bloom mattresses pop up at Walmart The Sleep Country mattress-in-a-box brand made appearances inside two of the retailer's stores in the lead-up to back-to-school. Sleep Country Canada's iconic jingle asks: "Why buy a mattress anywhere else?" Well, in an ever-changing and ultra-competitive retail landscape, the Vancouver-born retailer has been selling one of its brands elsewhere. The 25-year-old company is aiming to keep up with the times via its first-ever pop-up shops for one of its mattress-in-a-box brands, Bloom. Sleep Country placed Bloom mattresses inside two Toronto-area Walmart stores, inviting people to sample any of the four Bloom beds, pillows, toppers and platforms. There were also "Sleep Country's Sleep Experts" in stores to answer queries from potential customers. Even in today's click-and-buy world, customers still often want to "touch-and-feel" items, particularly mattresses which tend to cost a fair amount and will be in someone's bedroom for years to come. The two pop-ups were strategically timed for back-to-school, specifically targeting those going off to college and university. And since prices for the Bloom mattresses sit on the lower-end (for example, a Twin bed starts at $295), Walmart was a natural fit for the brand, allowing it to reach "value- conscious" customers. While there was an iPad located in the pop-up shops so that people could order on the spot, the two installations within Walmart stores were more about raising brand awareness than sealing the deal on the spot. Today, most people will test the Bloom mattress, and then go home to research online, before finally making a purchase decision. In acknowledgement of that, a time-limited coupon to get up to $200 off certain Bloom mattresses kicked-off the same day as the in-store pop-ups. Sleep Country launched Bloom online only back in 2017 and since then, the mattress-in-a-box concept Twin bed starts at $295), Walmart was a natural fit for the brand, allowing it to reach "value conscious" customers. While there was an iPad located in the pop-up shops so that people could order on the spot, the two installations within Walmart stores were more about raising brand awareness than sealing the deal on the spot. Today, most people will test the Bloom mattress, and then go home to research online, before finally making a purchase decision. In acknowledgement of that, a time-limited coupon to get up to $200 off certain Bloom mattresses kicked-off the same day as the in-store pop-ups. Sleep Country launched Bloom online-only back in 2017 and since then, the mattress-in-a-box concept has become the retailer's fastest-growing brand. Of course, Bloom is far from the only game in town these days. Casper started in 2014 and pioneered the idea of selling mattresses online, which just a few years ago seemed unthinkable. Since then, the direct-to-consumer brand has opened a Canadian office. The other main player in Canada, Endy, was purchased by Sleep Country last year. There's been a slew of other homegrown brands popping up in recent years, from Serta teaming up with Canadian Tire to the launch of Peterborough, Ont's Hamuq. While many of those brands were born online, most (including Bloom) have taken an omnichannel approach to cater to those who want to try before they buy. And Sleep Country intends to continue Investing in a mix of digital and traditional marketing to promote both Bloom and Endy, which has a higher price point (starting at $675 for a Twin, the same price as the cheapest mattress from Casper). Adapted from: Dunne, Melissa. "Bloom mattresses pop up at Walmart strategyonline.ca. Brunico Communications Ltd., 21 August 2019, Web. 9 April 2020 Bloom mattresses pop up at Walmart The Sleep Country mattress-in-a-box brand made appearances inside two of the retailer's stores in the lead-up to back-to-school. Sleep Country Canada's iconic jingle asks: "Why buy a mattress anywhere else?" Well, in an ever-changing and ultra-competitive retail landscape, the Vancouver-born retailer has been selling one of its brands elsewhere. The 25-year-old company is aiming to keep up with the times via its first-ever pop-up shops for one of its mattress-in-a-box brands, Bloom. Sleep Country placed Bloom mattresses inside two Toronto-area Walmart stores, inviting people to sample any of the four Bloom beds, pillows, toppers and platforms. There were also "Sleep Country's Sleep Experts" in stores to answer queries from potential customers. Even in today's click-and-buy world, customers still often want to "touch-and-feel" items, particularly mattresses which tend to cost a fair amount and will be in someone's bedroom for years to come. The two pop-ups were strategically timed for back-to-school, specifically targeting those going off to college and university. And since prices for the Bloom mattresses sit on the lower-end (for example, a Twin bed starts at $295), Walmart was a natural fit for the brand, allowing it to reach "value- conscious" customers. While there was an iPad located in the pop-up shops so that people could order on the spot, the two installations within Walmart stores were more about raising brand awareness than sealing the deal on the spot. Today, most people will test the Bloom mattress, and then go home to research online, before finally making a purchase decision. In acknowledgement of that, a time-limited coupon to get up to $200 off certain Bloom mattresses kicked-off the same day as the in-store pop-ups. Sleep Country launched Bloom online only back in 2017 and since then, the mattress-in-a-box concept Twin bed starts at $295), Walmart was a natural fit for the brand, allowing it to reach "value conscious" customers. While there was an iPad located in the pop-up shops so that people could order on the spot, the two installations within Walmart stores were more about raising brand awareness than sealing the deal on the spot. Today, most people will test the Bloom mattress, and then go home to research online, before finally making a purchase decision. In acknowledgement of that, a time-limited coupon to get up to $200 off certain Bloom mattresses kicked-off the same day as the in-store pop-ups. Sleep Country launched Bloom online-only back in 2017 and since then, the mattress-in-a-box concept has become the retailer's fastest-growing brand. Of course, Bloom is far from the only game in town these days. Casper started in 2014 and pioneered the idea of selling mattresses online, which just a few years ago seemed unthinkable. Since then, the direct-to-consumer brand has opened a Canadian office. The other main player in Canada, Endy, was purchased by Sleep Country last year. There's been a slew of other homegrown brands popping up in recent years, from Serta teaming up with Canadian Tire to the launch of Peterborough, Ont's Hamuq. While many of those brands were born online, most (including Bloom) have taken an omnichannel approach to cater to those who want to try before they buy. And Sleep Country intends to continue Investing in a mix of digital and traditional marketing to promote both Bloom and Endy, which has a higher price point (starting at $675 for a Twin, the same price as the cheapest mattress from Casper). Adapted from: Dunne, Melissa. "Bloom mattresses pop up at Walmart strategyonline.ca. Brunico Communications Ltd., 21 August 2019, Web. 9 April 2020