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.

—Scott Smalling, chief of specialty innovations and creator of the ComforPedic brand, Simmons Bedding Co., in BedTimes magazine, December 2014