A New Study Explores How Local Retailers Can Improve The Mattress Buying Experience
With the growth of online shopping customers have access to more information on mattresses than ever before; however, many are still confused on what mattress to buy. That is what a new research study, commissioned by Colonial, found. Surveying consumers who recently bought a mattress from a retail store in-person or on their local store’s website, the study found that 60% of respondents felt that mattress buying was confusing. The study went on to explore which aspects of the process were confusing, where retailers typically go wrong—and what the consumers are really looking for.
About The Study
Colonial commissioned this research study in Q1 of 2022 through America’s Research Group. The sample included eight hundred consumers who purchased a mattress in the last two years and planned to buy it from an online-only website but changed their mind and bought it in a retail store or through a local store’s website. The study was conducted in eight major cities across the United States.
Diving Into The Findings
Among the 60% of respondents who feel mattress buying is confusing, they noted that the top issue to address (19.7%) is that they “don’t know how it will feel all night.” Additionally, those confused by the mattress buying experience struggled with: “too many options” (18.9%), “what are the differences” (14.7%) and “memory foam verses inner spring” (7.6%).
This represents a huge opportunity for the retail store to provide clarity and guide consumers on their mattress purchase. One of the most significant changes that a retailer can do is provide clear top of bed communication on the bed as well as signage throughout the store. Over three in five (63.1%) of respondents said top-of-bed signage drew their attention, with sale signage most notable. Customers also are looking to the RSA for recommendations on what to buy.
Key Takeaways: What Retailers Can Do
1. Focus On Messaging That Drives Traffic
While there are many different reasons for buying a mattress, there were two types of messages that spoke most effectively to the consumers surveyed. According to the research, 66.5% of consumers said that the message from a local retailer’s homepage that would “most definitely” cause them to want to buy through a local store website is: “we have the best quality mattresses at the guaranteed lowest price.” The second most likely message (41.4%) to “most definitely” drive traffic was: “we carry the most mattresses that support your back and are the most comfortable.”
2. Invest In Quality Signage
Once the customer is in your store, displays and sales signage play a primary role in directing the shopping experience. In-store displays work, the study confirmed—44% of the consumers said sale signage was helpful in their purchase.
3. Educate The Consumer On The Materials & Constructions
For top of bed, it’s important for retailers to help their potential customers understand the differences between all the different mattress types. Whether through print materials or video content, it’s clear that retailers still need to find a way to educate the consumer about the kinds of mattresses that are available and what they are made out of. While today’s average consumer may know that “innerspring” and “memory foam” are choices they can pick from, many are still unsure of the benefits and features each affords. (Remember not to get too in the weeds on your educational materials though—consumers are most curious to know how these choices will affect their lives.)
4. RSA Training
Customers are looking to RSAs for guidance. Ninety-two percent of customers said that the RSA was knowledgeable and gave helpful suggestions. Investing in comprehensive training for your RSAs ensures that they are prepared to answer any questions and more effectively guide the consumer through their mattress buying journey.
This is part one of a series of retail research insights that Colonial will share this year.
For more information, visit colonialllc.com