Colonial Determines Valuable Consumer Insights with Qualitative Study on In-Store Marketing


By Gretchen Kast As part of the company’s ongoing commitment to in-depth consumer research, Colonial LLC just announced the completion of a qualitative research study on in-store mattress marketing. Conducted over a three-day period, Colonial interviewed over 150 qualified consumers at the Charlotte Home Show, uncovering a wealth of insights that are sure to prove ben- eficial for mattress manufacturers and retailers. This qualitative study follows up on the quantitative study Colonial conducted in 2013, which focused on the impact of de- sign on the consumer’s perceptions of qual- ity, value and appeal of a particular mat- tress. Together, these studies are the first of their kind—focusing solely on the in-store marketing and packaging within the sleep retail environment. Designed to provide insight into the key display areas, the study focused on


the details that most impact the mattress consumer when shopping in a retail store. Study participants included a qualified population that adequately reflected typi- cal mattress consumer demographics: pri- marily women with a family income above $75,000 per year. Setting up 20 identical beds, each dressed with a different top- of-bed display, professional research as- sociates from Americas Research Group interviewed qualified consumers about branding, visibility, fabric and design pref- erences, product and spec card usage and pricing strategy. By working with professional third-party


research associates and qualified partici- pants, Colonial continues to take the most credible approach to determining the most successful in-store marketing practices. With the completion of this most recent study, Colonial now has a comprehensive


range of valuable insights that can really change the dynamic for any brand. Colonial’s business focus has always been centered squarely on research and sales. Though innovative technologies and flashy displays may attract attention, Colonial’s goal is to develop the most effec- tive marketing in order to sell more beds. By not only observing what consumers buy but also how they approach the mattress buying process (from pre-sale planning to in-store rest-testing), this exhaustive research study clearly determined the best practices any retailer can employ within their own store. Visit colonialllc.com.


Blu Sleep Products Launches Dynamic, Colorful and Informative New Website By Brooke S. Pisarsky


As part of their continued expansion, Blu Sleep Products has introduced its new website: blusleepproducts.com. This is one more step in the pillow, mattress and bedding company’s explosive growth over the past few years. In addition to its own showroom in Las Vegas, a new warehouse and distribution facility in Florida and a nationwide sales representatives system that covers nearly all 50 states, Blu Sleep has also introduced new foam and latex pillows and mattress lines at each of the past three Las Vegas markets. Boldly proclaiming, “We are different!” and highlighting the European-inspired design, materials and fashion features of its mat- tresses and pillows, this new site has a clean,


contemporary presentation of attractive sleep products for a young and dynamic family. Announcing its mission “to develop and


offer sleep systems that meet every need and expectation by blending health, quality of product and your sleeping comfort,” the company promises “to offer the very best available in sleep innovation.” The new site features prominent displays of the com- pany’s new e-motion adjustable bed bases as well as an introduction to the company’s newest bold, vibrant and modern Expres- sions latex mattresses


for today’s con-


temporary and active young adults; an af- fordable yet comfortable mattress line that “provides a restful, restorative sleep for the leaders of tomorrow.”


Customers can easily find their way


through the site picking out individual categories and product lines such as the super-plush Air Flow Pillow Collection, the Ice-Gel pillow collection, the Somni Mat- tress line, the Somni Pure Latex Line or the ever-evolving and colorful Nature pil- low collection. The mattress and pillow collections are defined by purity, luxury, style and comfort—words that evoke sen- sations of peace, calm, pleasure, and re- laxation. Flowing easily and smoothly, the new website tells the story of the company, their uniquely breathable, air-flow foam products and the lifestyle engendered by those items. Visit blusleepproducts.com


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