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hompson says that his group’s ex- tensive consumer research indicates a growing demand for products that will transform the bedroom from serv- ing simply as somewhere to sleep to
“a place of retreat and tranquility. These con- sumers are highly likely to want their homes to reflect both their personalities and their lifestyle priorities,” he explains. “They tend overall to have higher disposable incomes and place a high value on home décor. And they’re willing to spend money on high-end, custom- izable products and view bedrooms as places where they want to unwind and relax. That’s the rationale behind our new tagline: ‘Finely- crafted tranquility.’” Thompson also points out that his group
has produced a broad range of products that are designed to appeal to a variety of cus- tomers, taking into account everything from functionality to aesthetics and affordability. “There are, of course, other adjustable bed makers out there but we have the broad- est line in terms of choices of colors, styles, sizes, accessories, comfort options and price points,” he explains. The company’s Designer Series, for example, combines adjustable com- fort features with attractive add-ons, such as furniture-grade upholstery and matching headboards. Advanced comfort options range from the ability to operate models via remote control or through a phone app, to full body massage, technology that automatically ac- commodates the user’s favorite reclining po- sitions and both massage- and sound-driven wake-up alarms. Several models with a more limited set of features are also available to serve customers on modest budgets. In addition to the impressive array of
features the company’s adjustable bases of- fers, Leggett & Platt also prides itself on the high level of service and support it provides to both retailers and their customers. “What sets our company apart from the competition is our emphasis on excelling in four key ar- eas: product quality, speed, service and repu- tation,” Thompson explains. The company assembles all of its products
in Georgetown, Kentucky and its short sup- ply chain ensures rapid production and the
12 BEDROOM Fall 2012
RESEARCH & DEVELOPMENT FINDINGS: Key Characteristics of Target Consumers for Leggett & Platt’s Adjustable Beds
• Almost 90 percent (89%) of target consumers want to transform the master bedroom into a “tranquil retreat;” a place to relax and unwind and read or watch TV.
• A majority of target consumers (79%) like to relax and unwind from the day before sleeping. • Of the target audience, 65 percent view their homes as a reflection of their personalities. • Among respondents, 69 percent feel that a little luxury is important in their lives. • More than 70 percent of the target consumers read and/or watch TV in bed. • More than half of target consumers have Internet access in the bedroom. • Slightly more than half (51%) of target consumers work from home at least part of the time. • A majority of adjustable bed customers (95%) try a bed in-store before purchasing one.
flexibility to manufacture and deliver items quickly in large and small quantities through a variety of distribution options. A broad as- sortmentof models and delivery options helps to ensure retailers can accommodate a vari- ety of consumer requests. “And that’s what sets our company apart
from others,” Thompson explains. “We’re the largest in this industry and have been doing it for longer than anyone else.” The company introduced its first bedding component more than 125 years ago. “As a result, retailers are confident about our quality and our commit- ment to stand behind our products. They know that the customers, who come to us with ques- tions a year or more after they’ve purchased one of our beds, will be in good hands. That’s a compelling reason to deal with us.” To keep both consumers and retailers fully
informed about its products, Thompson’s group maintains a separate web site for each. LPad-
justablebases.com provides current and poten- tial customers with product descriptions and specifications and can direct them to nearby dealers. “This is important because, people haven’t grown up with this type of product. They really want to understand both what they’re buying and about the company that stands behind it.” The companion site, LPadjustablebasepart-
ners.com, which is password protected, offers retailers exclusive access to pictures, owner’s manuals, sales training tips and point-of-pur-
chase materials. Company representatives are also available to provide on-site sales train- ing and advice on request. Thompson said that retailers benefit from this direct, on-site support because it improves their knowledge and ability to describe the adjustable base features to their customers. “Retailers who aren’t sure how to introduce these products might not even mention it until after they’ve sold a mattress, throwing it in as an option only at the very end, which isn’t effective for the sales representative and can confuse or frustrate the purchaser,” he explains. “It’s important to take the time to fully under- stand and familiarize customers with a type of product that they may not know at first they want or need.” Thompson’s group will continue to con-
duct the research and development that has helped it to identify current and future con- sumers’ purchasing preferences and plans to announce several technological innovations in 2013, including a new electronics system and redesigned remote control devices. “While we are always open to listening
to and learning from consumers and retail- ers, we hope that we’re already doing a lot of things right,” he adds. “We are committed to providing all of the service and support needed to ensure that our products are well recognized, valued and enjoyed.” Visit
www.lpadjustablebases.com or
www.lpadjustablebasepartners.com. ✤
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