Why is a standard pillow not enough?
Bodies differ, so the space between head and mattress differs too. Shoulder width, neck length and head size vary from person to person. Sleeping position and mattress firmness change that space again. A standard pillow has one height. For some people that height happens to be right; for many it is not.
Asking customers to pick "soft, medium or firm" does not solve it. Most people do not know what they need, and they only find out after weeks of sleeping on the wrong pillow. That leads to returns and to customers who give up on the category.
How does custom fit work?
Custom fit turns a few body data into a defined pillow size or filling level. Because the outcome is a defined size, the right pillow can be produced, stocked and delivered efficiently. There are three ways to collect those data:
| Method | What is measured | Who does it | Our brand |
|---|---|---|---|
| Professional fitting | Three body measurements | A trained professional, on the spot | Pillowise |
| Mobile scan | Shoulders, neck and head via a smartphone scan of about 30 seconds, plus sleeping position and mattress firmness | The customer, without an app | YOUP |
| Adjustable at home | Height, weight, sleeping position and mattress firmness in a short online test | The customer, who then removes the advised amount of filling | Yourzzz |
The measuring method for professional fitting was developed with physiotherapists and is used every day by a network of more than 5,000 professionals. The mobile scan runs on our own PillowScan™ technology.
Which method fits which channel?
The best method is the one your customers will actually use.
- You sell through clinics or specialist stores: professional fitting. The advice of a professional is part of what the customer pays for.
- You sell online or omnichannel: mobile scan. The customer measures at home, the pillow is made to the code.
- You sell in volume, online or in stores: adjustable at home. One product on the shelf, still fitted to each sleeper.
The methods can also be combined, for example a scan online and professional fitting in store.
What does custom fit not do?
A custom fit pillow is a comfort product, not a treatment. It is built around the body and supports the neck in a neutral position, but it does not cure complaints. People with persistent neck or shoulder problems should see their doctor or physiotherapist. We say that openly, on our own brands too.
So, is custom fit worth it for your range?
We think so, if you want a pillow line that customers can trust to fit and that is hard to copy. The fitting method, the range, the materials and the production are already in place; you choose the channel and the brand.
Discuss a custom fit concept for your brand or see how private label works with UCI.
Thijs van der Hilst, physiotherapist, co-founder of UCI