FROM THE EDITORS features
ultimately recharges the body. We looked at the causes of disturbed sleep, and the biggest factor was whether a mattress re- tained heat; consequently, we designed the new Beautyrest line with improved airflow to keep the mattress at a more consistent temperature.” —OWEN
4 WHAT KIND OF RESEARCH DO YOU CONDUCT? IS IT DONE INTERNALLY OR BY A THIRD PARTY?
The vast majority of our research is
qualitative and anecdotal. It is based on our talking to retailers and their customers.” —KLUFT
Our research efforts are managed in-
house by Ken Morgan. Ken uses a variety of research partners depending upon the nature of the analysis that we need. For example, the in-depth research study we did prior to launching Beautyrest was done in conjunction with a high-profile research consultant. They used a sophisticated method which was a conjoint analysis that posed over 10,000 permutations of ques- tions to 2,000 consumers. This ultimately informed our R & D function and design of the Beautyrest Recharge System. On the communications front, additional research proved that Recharging the Human Bat- tery as a way of Living Life Fully Charged very much resonated with consumers, and retailers are backing that up by saying consumers are coming into their stores and asking for the product. Research plays a key role, but at the end of the day, the proof is in the performance of our products on retailers’ floors.” —OWEN
5 WHAT PART OF YOUR MATTRESSES’ BENEFITS DO YOU THINK RETAILERS OVERLOOK THE MOST? WHY?
We believe our retailers have a very good
fundamental understanding of our products because usually everyone in the store is excited about our lineup because it is so unique. What we try to do in our training
28 BEDROOM Summer 2012
is really highlight where our products are different so that an RSA can explain to a customer how much more value they receive with an Aireloom or E.S. Kluft.” —KLUFT
We don’t believe this is an issue.
Retailers are committed to being experts on each of the brands that they carry, and we spend a lot of time with RSA’s at the local level to ensure this.” —OWEN
Many retailers still look at a mattress
only in the context of its external look, immediate feel or its price point, as opposed to also taking into account its impact on health, wellness or the environment. Because we look at product development
from ALL of those perspectives, we believe Spring Air offers a tremendous “value-add” that other producers do not. And that’s one of the critical differences between our com- pany and our competitors.” —ROBINSON
6 WHAT IS ONE HEALTH AILMENT RETAILERS DON’T TYPICALLY FOCUS ON, BUT SHOULD?
In our industry everyone is talking about health, from the manufacturers
to
the RSA’s. However, we believe it’s most important for retailers to stay current because research is always revealing new ways in which sleep impacts our health. Just this month, a study revealed that the 30% of working adults who routinely sleep less than six hours a night are four times more likely to suffer a stroke. The findings were the first ever to link insufficient sleep to a stroke! This is more evidence that investing in a quality mattress isn’t simply about relieving discomfort, it’s about living a longer, healthier life.” —KLUFT
Today’s mattress technology is designed
to address most consumer ailments. At Simmons, we aren’t talking about what ails people at night or gets in the way of their sleep. We’re focused on the Day and how we can help people live life fully charged after a great night’s sleep on a Beautyrest and the Recharge Sleep System.” —OWEN ✤
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