Encouraging a good night’s sleep is proving to be an extremely good business practice for specialty bedding retailers. One such retailer, America’s Mattress, says “Getting a good night’s sleep is very important to the customer, and the Only Official Mattress of the National Sleep Foundation designation is an excellent dialogue starter,” explained Beth Ferguson, co-owner of the six-store family-owned South Carolina retail chain.
The relationship between Serta and the National Sleep Foundation began in 2011, when the two organizations embarked upon a partnership to promote better sleep through optimal product design and enhanced public education. “The reaction to this line has been fantastic,” said America’s Mattress co-owner Jeff Ferguson. “It has been very well received. The Serta Perfect Sleeper is one of our favorite mattresses to sell.”
The designation, Beth continues, “helps us inform consumers about five common sleep problems associated with mattresses while also informing them how the Serta Perfect Sleeper mattress is built with features to help address those five common sleep problems. This creates a very positive qualifying stage that smoothly transitions into the demonstration stage, and ultimately ends with an easy close of the sale.”
Each Perfect Sleeper mattress carries the designation and comes with the NSF’s “Guide to Sleeping Well,” an educational booklet covering the basics of healthy sleep. “Retailers carrying the Serta Perfect Sleeper mattresses are able to put actual sleep information into consumers’ hands at the point of sale,” noted David Cloud, chief executive officer of the NSF.
Last year, Serta rolled out a dramatic update of its renowned Perfect Sleeper mattresses, working with the National Sleep Foundation to identify common sleep problems associated with mattresses and address these issues with the collection. Serta’s redesign incorporates the latest comfort and support features, including gel memory foam and adjustable foundation compatibility in select models, offering consumers upscale options at affordable prices. Retailers across the U.S. and Canada launched the revamped Perfect Sleeper mattresses in May 2013 and have experienced successful sales results as consumers flock to the features and benefits of the redesigned line.
“Serta’s partnership with the National Sleep Foundation has been invaluable because it has helped us to design a better mattress at affordable price points, while helping to ease the mattress shopping process with our ‘5 Common Sleep Problems’ approach,” comments Andrew Gross, senior vice president of marketing for Serta.
Each Perfect Sleeper mattress is designed to help solve these five common sleep problems: tossing and turning, lack of support leading to back pain, sleeping too hot or too cold, partner disturbance and mattress roll-off or sag. Serta offers the Perfect Sleeper in three different collections: the premium SmartSurface Elite collection, a mid-level SmartSurface line, and the Essentials opening collection. Each collection is merchandised with step-up features that provide points of differentiation for consumers. The top-of-the-line SmartSurface Elite models feature Serta’s exclusive SmartSurface with MicroSupport gel, which combines three technologies to balance comfort, support and temperature regulation at the sleep surface. These mattresses also feature Serta’s exclusive Cool Twist gel memory foam.
Perfect Sleeper mattresses are available at Serta retailers across the United States with suggested retail prices for a standard queen size set ranging from $399 to $1,199.