BSC consumer research: They like you–they really do!

In recent qualitative research, the Better Sleep Council studied the thoughts, feelings and behaviors of a group of sleep-deprived mattress shoppers. In the process, the BSC uncovered this myth-buster—most study participants thoroughly enjoyed their interactions with retail sales associates. Despite feeling overwhelmed by store choice and massive selection, despite anxiety about high prices and trepidation about high-pressure sales, a majority of this carefully screened group of the over-tired had wonderful things to say about their in-store experiences, and about their RSA, in particular:

♥ “I must say I had a grand time mattress shopping. The experience (with the RSA) was good and informative. (He) was very knowledgeable about every mattress in the store, so much so, that I had to ask him how long had he been selling mattresses. He was quick to correct me and said, he was a ‘sleep counselor’—and that he was!”

♥ “Nice salesman—First thing he did was explain that we did not have (to go) for the advertised (promotion) with all the optional extras … that there were lots of price ranges and options. If we wanted a (certain model) he said there were other manufacturers that offered the same set-up for much less. In fact, we took his card. If we buy at this store, he’s got the sale. He really knew his business.”

♥ “I really liked the salesperson. She asked me what I liked about my own bed and what I needed to change to sleep better. She immediately had me lay down on a mattress, while she talked about it and asked me how it felt. She was not pushy at all and kept reminding me which ones were firmer and which weren’t, to help me remember. She was very knowledgeable and shared stories from her customers. She never made me feel that I was bothering her or wasting her time.”

So, pat yourselves on the back and keep up the good work!

For more insights from the latest BSC consumer research, visit the BSC website.