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At eTail West, Jeremiah Curvers, CEO and co-founder of Polysleep, shared his journey from MarTech to mattress innovation, highlighting how the company is leveraging AI, digital storytelling, and omni-channel strategies to navigate the evolving retail landscape.
Polysleep, a Canadian mattress brand, started as a direct-to-consumer (DTC) disruptor and has now expanded into over 100 retail locations, partnering with Costco, Walmart, and Best Buy, while also preparing for U.S. expansion.
"From the beginning, our mission has been to empower wellness through sleep," Curvers said. "What started as a personal recovery journey after a severe spinal injury turned into an opportunity to create a brand that balances innovation, accessibility, and retail integration."
AI as a Game Changer for Retail Performance
AI has become a core driver of efficiency and performance for Polysleep. The company is integrating AI-powered content optimization and automation to refine everything from SEO and customer interactions to creative production and cost control.
"For us, AI is improving search engine optimization (SEO), generative content, and even customer service," Curvers explained. "We’re working with partners like Gorgias to enhance our chatbot capabilities—moving beyond basic automation to more intelligent, context-aware interactions that help with onboarding and customer support."
AI is also transforming marketing asset production. Instead of relying solely on traditional photo and video shoots, Polysleep is using AI-generated visual content to test and refine campaigns faster—reducing costs and accelerating time-to-market.
"Marketing is all about resonating with consumers," Curvers said. "AI helps us test creatives faster and refine what actually works before scaling efforts."
From Content to Commerce: Mastering the Art of Storytelling
Despite the rise of AI and data-driven marketing, Curvers remains committed to a fundamental principle: storytelling.
"It doesn’t matter what platform or medium you use—if your story isn’t compelling, it won’t stick," he emphasized.
Polysleep follows a content-first strategy, starting with long-form storytelling (blog posts, case studies, deep-dive content) and then adapting it into bite-sized pieces for platforms like TikTok, Instagram, Reddit, and influencer marketing.
"We live in a fast-consumption world, but long-form content still plays a critical role," Curvers said. "By creating foundational content first, we can adapt and scale it across multiple formats while ensuring it remains valuable to the audience."
Omni-Channel Strategy: Why Retail Still Matters
As advertising costs continue to rise, Polysleep is evolving beyond pure DTC models, strengthening partnerships with retailers who provide in-store experiences for tactile buyers.
"In the mattress industry, the El Dorado of DTC-only brands is over," Curvers said. "The cost of customer acquisition via Facebook, TikTok, and Google Ads is now almost equal to the cost of partnering with a retailer. So why not leverage their existing customer base and trust?"
This omni-channel approach allows Polysleep to serve both digital-first consumers who prefer a seamless e-commerce experience and in-store buyers who need to physically experience the product before purchase.
"Some consumers do all their research online and buy instantly. Others want to touch and feel before committing," Curvers said. "Our strategy ensures both experiences are seamless."
Survival in Retail: The Simple Formula
When asked about advice for retailers navigating tech disruption, Curvers offered a straightforward approach:
1️⃣ Stay hyper-focused on the consumer.
2️⃣ Watch your bottom line.
3️⃣ Don’t run out of money.
"At the end of the day, it’s about making sure the business remains sustainable while adapting to ever-changing consumer behaviors," Curvers concluded.
As AI, content, and retail continue to converge, Polysleep is proving that combining innovation with storytelling and omni-channel agility is the key to long-term success in a fast-changing industry.
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