Simmons Bedding Company is revolutionizing the in-store sales experience by introducing digital retail sales tools aimed at simplifying the sell. The company is also expanding the offering of its innovative ComforPedic iQ line with two new plush feels and a popular introductory priced model.
Simmons has created a three-part in-store tech package dedicated to helping RSAs simplify and streamline the sell and eliminate the mystery in the mattress purchase. This kind of technology is a first in the mattress industry.
“We have made it a priority to develop resources to help RSAs simplify the mattress purchase. With breakthrough marketing campaigns, we have created a polished, high-tech product story for our recent product lines. Yet, the in-store sell remains – industry-wide – fairly low-tech. We’ve developed this technology package to help thread that dynamic storytelling through the in-store experience,” says Jeff Willard, EVP of Marketing for Simmons.
The star of the new tools is SIMulator, a proprietary augmented reality app that uses customized trackable POS to trigger an interactive 3-D model that breaks down the mattress layer-by-layer. Interactive animation brings Simmons’ signature technologies to life, giving RSAs the ability to give consumers a look ”inside” the mattress. This peek “behind the curtain” is designed to increase consumers’ comfort and confidence in their purchase, thereby shortening the purchasing cycle and enabling RSAs to more easily close the sale. Select dealers will beta-test SIMulator on the Beautyrest Black® Kate and ComforPedic iQ™ 180 models beginning August 2014. The app will be available for download on the App Store and Google Play™ in January 2015.
To further leverage technology in the in-store experience, Simmons debuts Wright Global Graphics’ new RetaiLive app. Using image recognition software in the POS, RetaiLive instantly triggers product videos and demos to give RSAs an effective, engaging way to interact with and educate consumers on the retail floor. RetaiLive is the next generation of POS, making video widely accessible and eliminating the need for expensive, expansive in-store video displays. Simmons is the first major bedding manufacturer to bring RetaiLive to market; the app is compatible with the company’s flagship brands, including Beautyrest Black®, ComforPedic iQ™, Beautyrest® Recharge® Hybrid, Beautyrest® Recharge® and Beautyrest® Recharge® World Class. RetaiLive is available for immediate download on the App Store and Google Play™.
"With RetaiLive, we are able to provide retailers with a no-cost, space-efficient video solution that helps build consumer excitement. Through video storytelling and animated product demonstrations, this app allows us to differentiate our Beautyrest and ComforPedic iQ lines on retail floors,” said Senior Director of Media & Digital Marketing for Simmons, Nick Jezarian.
“Simmons is on the cutting-edge of technology in their product development, so it was no surprise when they approached us to develop a branding campaign using the newest innovation in mobile marketing,” said Senior Vice President of Business Development & Chairman of the Board Don Wright. “When utilized in a retail environment, RetaiLive will make the consumer interaction with these products a memorable and unique experience.. It is an awesome sales tool and provides RSAs and consumers a completely dynamic, interactive, and informative shopping experience.”
Rounding out the technology package, Simmons is also introducing a series of short sales training videos. This series, called SIMple Facts, is designed to simplify larger, more complicated component concepts. These 30-second learnings focus on explaining one “big” idea, providing RSAs with quick, digestible factoids to educate themselves and interested consumers. These videos are available for viewing and download on the Simmons YouTube channel.
“The technology package we’re bringing to Market is the first in the bedding industry. These tools arm RSAs with information that takes away some of the mystery of the mattress purchase, which we know is one of the biggest roadblocks in the purchasing cycle,” continues Willard. “By helping RSAs close the sale, we’re helping our business and theirs.”
Simmons will also be expanding its smart, self-adjusting ComforPedic iQ™ line with the addition of new plush feels and a model at the popular $1,999 introductory price point.
“Based on retailer and consumer feedback, we’ve expanded the line to include several competitive new products to ensure the growth and success of our ComforPedic iQ™ line,” says ComforPedic Brand Director Anne Kozel. “With the introduction of these new feels and introductory price point, we are increasing the line’s value on retail floors and broadening its mass appeal and accessibility.”
The debut of the $1,999 ComforPedic iQ™ 170 price point gives consumers access to high-end
technology at a popular price point, allowing more consumers to experience this line’s revolutionary sleep technology – found in a Temple University School of Medicine study to help participants on average fall asleep faster, spend less time lying awake, and experience increased REM sleep. This introductory model features the line’s signature Smart Response™ Technology to adapt to body movement and a layer of Ultra Cool™ memory foam designed for temperature regulation.
In addition to the new price point for ComforPedic iQ™ 170, Simmons is further expanding the line by offering additional feels. Consumers now have comfort choice with the line’s new $2599 iQ™ 175 and a plush feel choice for the iQ™ 200 at $3699.
Simmons debuted its smart, self-adjusting ComforPedic iQ™ line in January 2014. Its state-of-the-art system of foam chambers continuously adapts to body movement throughout the night without the need for motors, buttons, plugs or electronics.
Simmons also introduces its new ongoing Recharge America promotion. Priced at $899 and available in both luxury firm and plush feels, these select Beautyrest Recharge® pillow top models feature a 2” TruTemp™ Gel deck and AirCool® memory foam center, providing pressure relief and promoting a comfortable sleeping temperature. This promotion will be fully supported by compelling TV tags, web banners and branded in-store POS.
For more information, visit www.simmons.com.
About Simmons Bedding Company: Atlanta-based Simmons Bedding Company is one of the world’s largest mattress producers, manufacturing and marketing a broad range of product lines including Beautyrest®, Beautyrest Black®, ComforPedic® from Beautyrest®, and BeautySleep®. Simmons Bedding Company operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons is committed to developing superior mattresses and promoting a higher-quality sleep.