• Fillstation® Pillow Kiosk
  • Nashville, TN
  • Retail
FillStation has grown at a faster rate than we ever initially imagined, and Astute Communications has been there for us every step of the way. They have created our entire web presence for scalability while also making it easy and fun for all of our stakeholders (clients, licensees, etc.) to use! Arthur Watkins, CEO, FillStation
Fill Station Pillow Kiosk Case Study Brief - Astute Communications


Fill Station® Pillow Kiosk offers highly customizable pillows that suit the unique preferences of the individual. Customers get to design their own pillow, choosing preferred materials as well as their desired level of firmness.All of this takes place in an engaging and entertaining atmosphere. They call it “retailtainment”.

The Fill Station® Pillow Kiosk business model involves licensing the business to retailers who open individually owned and operated kiosks all over the country.

Astute has been working with Fill Station since day one to provide them with custom web design and development solutions. We have seen them through multiple iterations of the kiosk, helped them develop marketing programs, and provided both digital and print assets and collateral materials for their business as it has grown.

custom web design & development

What began as an offbeat idea, became an furniture retail marketing sensation. Astute was first approached by Fill Station to create a simple landing page announcing the launch of a the Fill Station Pillow Kiosk, a marketing platform for furniture stores cleverly operating as a Build-a-Bear”-esque solution for consumers struggling to find the right pillow. From there, we have worked closely with the company to address it’s ever evolving business–building a fully-realized, custom online solution for both consumers and licensees.

Fill Station Pillow Kiosk Web Portal - Astute Communications

licensee portal

On the Licensee side, we developed a custom portal with varied funtionality and levels of access based on custom user roles. The Licensee Portal is a fully integrated way for retail partners to get the necessary products and information that they need to effectively run their businesses. Partners can conveniently reorder the products and supplies that keep their pillow building kiosks up and running.

The Portal also includes the multiple payment methods, including online via credit card, or against an account on a Net15/Net30. Aside from being a convenient way of reordering supplies and finding relevant information, the Portal also allows Kiosk employees to manage gift cards, complete training, and download assets.

A multifaceted solution

The consumer facing portion of the website was designed with the customer in mind. It informs visitors about Fill Station’s story, process, events, health benefits, and locations. We even established a platform for purchasing of gift cards, with the added convenience of sending gift cards by text message or email.

Ultimately, Astute was able to deliver a multifaceted website that is clean and functional. It meets the demands of dual audiences and will support the growing needs of Fill Station® Pillow Kiosk for year to come.

88% increase in website traffic from 2016-2017
375% increase in ancillary product orders through the website from 2016-2017
600% increase in active licensees in the US and Canada
Fill Station Case Study by Astute Communications - digital marketing agency in Nashville, TN.


The Fill Station Pillow Kiosk officially launched in early 2016. Today, it is licensed to over 35 retailers across the United States and Canada, and maintains an active partnership with Relax the Back stores nationwide.

More than just pillows, Fill Station continues to make waves in the furniture retail industry by simultaneously providing real, tangible solutions for retailers and customers alike. Their online presence has been a huge contributing factor for their success. Astute is proud to be playing an integral role in the success and forward momentum of the Fill Station Pillow Kiosk.