Why Casper Changed Extended Warranties and the Impact on Other Brands

Mattress company Casper was facing a dilemma.

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According to Rachel Pedicini, VP of Ecommerce and Brand Marketing, Casper was founded to “make it easier to buy a big ticket item like a mattress.” But management believed its extended warranty program wasn’t making things easier, it was bureaucratic and it burned consumers’ time unnecessarily. That hurts loyalty, repeat purchases, consumer reviews and customer referrals.

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To make matters worse, the most likely buyers of extended warranties at Casper are the highest-spending customers. Casper knew it was disappointing its most valuable customer base.

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Going into this holiday season, Casper management believed it had to improve its extended warranty experience.

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But what to do?

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Get the full story at Forbes.com.