Product Focus In-Store Resources And Tools
By Elaina Hundley Many of today’s consumers prioritize convenience and efficiency when making purchasing decisions, often turning to the Internet to research and buy products. As ecommerce brands capitalize on these new consumer behaviors, retailers are more challenged than ever to find creative ways to drive traffic into their brick-and-mortar stores. To address this need, manufacturers have developed new experiential and educational tools that draw foot traffic into retail locations. Whether enhancing or simplifying the shopping process, these in-store resources and tools have become essential to creating a successful retail experience for consumers.
1 iSense Sleep Using what is called VariCoil and VariFoam technology, iSense Sleep offers a fully comfort-controlled premium mattress line featuring a choice of spring, foam or air support with built-in technology to control individual comfort. The air-assisted tech- nology allows consumers to adjust their comfort level via a mobile app without com- promising the distinctive feel of materials like springs or foam. In order to clearly demonstrate the unique and often hard-to- explain qualities of its product, the brand
developed a Virtual Reality kit that provides a
seven-minute, immersive demonstra-
tion illustrating how the mattress program works from the inside out. This resource serves a dual purpose; not only does it ed- ucate the consumer and enhance the retail showroom but it also serves as a built-in training tool for the RSA. The VR kit comes included in the retail POP and is most use- ful when advertised as an exclusive in-store experience. Visit
SleepRetailer.com to view a 2D version of the VR demo.
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2 Protect-A-Bed Approaching everything they do with the re- tailer top of mind, Protect-A-Bed offers mul- tiple tools to enhance the in-store experience and support its retail partners. In addition to eye-catching displays and online education system, the company also offers a consum- er-focused, interactive tool called SleepTailor. SleepTailor guides customers through a series of questions, records images and data points, then analyzes the given information. The sys- tem provides pillow suggestions to help sleep- ers find their proper alignment and encourage optimal comfort throughout the night. While the tool provides the consumer with concrete and well-researched product suggestions, it also gives the RSA an opening to engage in a meaningful conversation with a customer. In this initial conversation, the RSA has an oppor- tunity to gain a deeper sense for what the cus- tomer is looking for. By starting the mattress search with a pillow conversation and includ- ing the pillow in the mattress testing process, it also allows the RSA to seamlessly build a bigger retail basket.
18 Sleep Retailer / Spring 2018
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