Some furniture stores are segregating or creating entirely different sleep shops solely focused on sleep. Many specialty-sleep stores use multimedia to educate consumers while they are in store. Other retailers help prequalify a shopper’s desired comfort/firmness by having her try preselected mattresses in different firmness levels to further reduce confusion and streamline her shopping experience.
Retailers can continue along the path to innovation by learning a few lessons from the Apple Store:
1. Continue to refine your in-store experience and make your store a destination that is welcoming, educational and fun.
2. Be unique in your approach to consumers; set yourself apart from your competition. Become that trusted adviser. For instance, consider hosting better-sleep seminars to address all aspects of sleep.
3. Create a website that is easy to navigate and helps educate consumers about mattress shopping—and makes them want to venture into your store.
By creating a welcoming and aspirational atmosphere, you will invite shoppers to relax and take their time with this critically important purchase while removing the stigma and confusion typically associated with mattress shopping.
