Retail Observer

RETAILOBSERVER.COM JANUARY 2017 74 W ith 40% of all U.S. retail sales and 9% of mattress sales worldwide coming from online purchases, retailers need to know how to entice customers into their stores. What can be the incentive to bring mattress shoppers through your doors, stay competitive and combat your ever-growing overhead? Consider another trend in consumer behaviour—the quest for excellent customer experiences. We have found a technology solution to address these trends we're seeing become more prevalent and affecting our retailers, specifically, a mattress recommendation system that not only provides the customer an experience they enjoy, it gives them peace of mind that they have found the mattress that's best for them. In addition to providing a consistent, mattress-agnostic sales process, it helps sales associates do their job better. BENEFIT FOR OUR CUSTOMERS Customers are looking for a richer and more interactive experience when they shop, and we find technology can elevate the quality of your customer's mattress buying experience. Our mattress recommendation system, simplifies the selection process from a wide range of brands and materials and price points. Ease of use with this system comfortably allows customers to see what they feel. Real-time insights and unbiased recommendations based on their own body map and sleep style helps the sales associate recommend an appropriate mattress category. With this information in hand, customers are confident they have found the right mattress. Armed with this technology, our retailers provide a higher caliber of customer service that customers can't get online. BENEFITS TO OUR MEMBERS Building this customer experience by investing in technology benefits mattress retailers by improving their operating income. Although this technology comes at a cost, it pays back quickly and easily by increasing average sale. Customers don't necessarily know what they should spend when they enter a retail outlet or why they should purchase a higher quality mattress. By having a mattress recommendation system, retailers can show the comfort and relief of pressure points that a good mattress brings. An improved close rate is another benefit of having mattress technology. The process of getting mapped and having a completely personalized result convinces the customer that you understand their needs and have the solutions for them. From here, it provides a proof point that makes it hard for a customer to walk away. Having mattress technology also reduces returns. Removing the guess work on what mattress suits each customer, the likelihood that your customer will be fitted with the right mattress is exponentially higher than having a customer lay on a number of mattresses for a few minutes to determine what's most comfortable for them. Retailers with mattress recommendation system technology have the ability to give customers what they need, with a simple, quick and unbiased process that cannot be provided online and is one more reason customers will visit your store. The bonus for retailers is that they increase operating income through better closing rates, higher AUSPs and lower returns. At Nationwide, we're happy to be able to provide this technology tool to our members. Frank Clark Furniture Trends RO Frank Clark is Director of Bedding Nationwide Furniture. RO PROVIDING CUSTOMERS A REASON TO VISIT THE BRICK AND MORTAR RETAILER

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