Boyd Specialty Sleep is furthering its commitment to supporting the bedding retail market by expanding the availability of its proprietary Sleep Metrics program. The company has announced plans to license the patented bed selection program to any brick-and-mortar or high profile, online-only retailer—whether or not it sells Boyd-branded products. Sleep Metrics will be available for use with any mattress brand and sales platform, offering clear retail benefits that include increased sales, higher average tickets, increased accessory sales and decreased returns.
“On the consumer side, Sleep Metrics reduces shoppers’ confusion and anxiety,” explained company President Dennis Boyd. “It narrows the selection process from a bewildering number of options to the correct number of far fewer options, boosts confidence to invest in a higher quality product and diminishes buyer’s remorse because the consumer trusts the selection system.”
The computer-based selling program was designed to change the paradigm of how people buy and sell beds. Today, consumers experience retail ads and then as many as 75 percent go to the store’s website to determine if that dealer has the products or services worthy of a visit. But when a retailer promotes Sleep Metrics using radio, TV, newspaper and digital advertising— rather than just promoting another mattress sale—it not only drives traffic to its website but also enables the consumer to create a Sleep Metrics profile. This profile provides them with a Comfort Index Score from 1 to 4 and a list of recommended products based on their height, weight, sleep position and pain. The consumer is then offered a free pillow if they bring their Sleep Metrics results into the store. In reviewing their profile, the RSA has the answers to all of the critical probing questions that point to the right products for that customer, a process that saves time and generates confidence that the shopper is buying the correct sleep system.
“The conversion rate of customers that bring their results to the store is about 90 percent,” noted Boyd. “We’ve repeatedly tested this advertising, selling, buying motivational cycle at multiple The Bedroom Store locations throughout the St. Louis area and it’s proven itself over and over again.”
Ultimately, Boyd added, consumers spend more when they believe they’re buying the right product and they place more trust in the science behind a computer-based selection system to objectively determine their needs. Sleep Metrics also increases accessory sales because the selection system leads shoppers to additional products they need and want.
“Our objective is to provide retailers with a trusted sales tool they can advertise and promote,” Boyd concluded, “which will move customers to their web sites and then into their stores.”