Snooze National Conference, Case Study

Redefining the Sleep Experience

When Snooze brought Morris Misel to their national franchisee conference in Hobart, they were searching for clarity on brand, customer experience, and their next leap forward. Morris delivered a keynote that didn’t just challenge the room it woke them up.

He reframed the product not as a bed, but as a curated rest ecosystem. He showed how sleep retail could evolve beyond merchandise into immersive wellbeing spaces complete with story-driven customer journeys, AR-powered personalisation, and the retail rituals that help customers dream big.

Morris mapped five key shifts:

• Brand-first thinking over franchisee preference.

• Showrooms as inspiration zones, not storage units.

• Technology as a storytelling tool, not a sales gimmick.

• Merchandise as a backdrop to lifestyle transformation.

• Women the key decision-makers as the default audience, not the afterthought.

Shift: From product-first retail to experience-led rest environments.

The result? Snooze began refining its merchandising language, exploring new showroom formats, and aligning internal language around lifestyle not stock lists. The future of sleep is no longer passive it’s designed.