The Leggett & Platt Adjustable Bed Group, a market leader in the category with more than 30 years of experience in the design and development of adjustable bed bases, has just completed a year of in-depth consumer research that points to the growing desire amongst Americans to transform their bedroom into their personal haven. The research found that adjustable beds with enhanced functionality and modern aesthetics make sense for these target consumers as a lifestyle-enhancing product that enables them to live their lives in both comfort and style.
*A vast majority of target consumers (almost 90%) are keen to have a tranquil master bedroom retreat that envelops them in a serene atmosphere where they can relax, unwind and enjoy their favorite activities
*Over 70 percent of target consumers read and/or watch television in bed, and over half have internet access in their master bedrooms
“With the category experiencing unprecedented growth over the last few years, we wanted to reconnect with our consumers and uncover which factors are most important when they consider a new bed,” said Jay Thompson, President of the Leggett & Platt Adjustable Bed Group. “We found that the prevalence of home technology in the bedroom and a desire to obtain a higher level of comfort fueled consumers’ interest in adjustable bed bases. Armed with this new insight, we intend to employ this ‘Bedroom Haven’ trend to inspire new product development and position the brand to appeal to a larger group of target consumers.”
In the first step toward satisfying the Bedroom Haven trend, the Leggett & Platt Adjustable Bed Group is rolling out a branding campaign that will include direct-to-consumer marketing and support materials for retail partners. Introduced at the August 2012 Las Vegas Furniture Market, the new branding employs a new tagline, “finely crafted tranquility™”, and is executed in stylish, tranquil colors, fonts and copy. This tagline captures the heritage of Leggett & Platt’s dedication to quality craftsmanship, with a focus on reaching contemporary style-savvy consumers. The new branding will be used online and in advertising, in-store materials, and product packaging.
An all-new consumer website, www.LPadjustablebases.com, will provide engaging and in-depth content to educate consumers on the options and benefits of Leggett & Platt adjustable bed bases. As research found that at least 75 percent of target consumers will try an adjustable bed base in-store before purchasing it, the new site will include a user-friendly store locator function to make it easy to find Leggett & Platt products at retail. For retail partners, a robust website will house easily accessible marketing support materials at www.LPadjustablebasepartners.com. Both sites launched August 1.
The branding initiative is designed to reinforce the market leader’s 30-year history of providing superior products and underscore a refueled commitment to ongoing product development. Armed with fresh consumer insights and strong consumer and retail marketing programs grounded in research, Leggett & Platt aims to introduce a stream of new products beginning in 2013 that will capitalize on this Bedroom Haven trend to target consumers seeking an aesthetically-pleasing adjustable bed base made with high-quality craftsmanship.
Research results cited were based on an online survey conducted by Burke, a leading consumer insights firm, on behalf of the Leggett & Platt Adjustable Bed Group. The survey was conducted during April, 2011 with a nationally representative sample of 1500 affluent adult consumers.
For more information, visit www.LPadjustablebases.com.
About Leggett & Platt® Adjustable Bed Group: A division of global diversified manufacturer Leggett & Platt®, Incorporated, Leggett & Platt Adjustable Bed Group is a premier provider of adjustable bed bases to the retail community. Based in Carthage, Missouri, the Leggett & Platt® Adjustable Bed Group is committed to delivering innovative, high-performance products and offers a complete range of adjustable bases under the Leggett & Platt® brand. Over the last three decades, the company has grown its adjustable bed base offerings to suit the needs of a rapidly growing consumer group. These products are available in retail furniture, department and bedding stores nationwide as well as through online retailers.