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David Perry

Selling Sleep: Bed types on buying list

There's more good news for specialty sleep beds in this survey data. By a slight edge, memory foam beds are No. 1 on consumers' buying lists; 28% of consumers say they will likely buy a memory foam bed next, compared to 26% who say they will likely buy a hybrid bed next, and 24% who say they will likely buy an innerspring bed next. Latex beds are next, with 14% of consumers saying they will likely buy a latex bed next. Airbeds follow, with 5% of consumers saying they will likely buy an airbed next.
     These purchase intent scores don't mean that consumers will actually buy the types of beds they say they are likely to buy. The shopping experience is a dynamic one. Consumers' buying plans can change quickly when they are exposed to different types of sleep sets, and when cost considerations are brought into the picture.
     Still, it's helpful to know what types of sleep sets consumers say they are likely to buy, as that data can drive advertising messages.
Applying the findings
And speaking of advertising messages, since purchase intent scores on memory foam, hybrid mattresses and innerspring mattresses are similar, retailers should regularly tout all of those types of beds in their advertising.
     And it's important to note that consumers show loyalty to specialty sleep sets, with more than half of the owners of any type of specialty bed saying they plan to buy another specialty bed. That means that retailers should stress the range of specialty sleep beds they offer.

bed types on buying list
Mattress types consumers will likely buy next
Mattress types

Consumers show loyalty to specialty sleep beds

+ 82% of latex owners will likely buy another latex foam bed.

+ 76% of memory foam owners will likely buy another memory foam bed.

+ 70% of hybrid owners will likely buy another hybrid bed.

+ 58% of airbed owners will likely buy another airbed.

+ 35% of innerspring owners will likely buy another innerspring bed.

Source: Furniture/Today and Apartment Therapy 2012 Consumer Survey

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