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  • David Perry

Selling Sleep

Marketing overview
As we continue our series on issues raised by an important Better Sleep Council survey, we turn this week to the many ways that consumers get help in getting a good night of sleep.
     There is a good news/bad news scenario here. The good news is that this data underscores the importance of pillows to a good night's sleep. The bad news is that just four in 10 consumers say a comfortable mattress is part of their better sleep routine. Do those other consumers think they can sleep well on an uncomfortable mattress?
     It's also notable that, while consumers take many different actions to help them sleep better, no single action stands out. Several actions - a wind-down period, blacking out light sources, and not eating in bed - are cited by one in four consumers.
     Overall, these findings suggest that consumers have plenty of room for improvement in finding sleep improvement strategies.
Applying the findings
These survey results provide a roadmap for products that mattress retailers should tout in their advertising, starting, of course, with pillows, as one in two consumers uses comfortable pillows to help get a good night's sleep. A comfortable mattress is next, but comfortable bedding - sheets and such - is extremely important to consumers, this survey data reveals.
     Many mattress retailers don't push pillow sales and don't even carry sheets. This data says they need to correct those mistakes.

sleep routines

Do you take any of the following actions to assist your sleep routine?
sleep routines

Source: Better Sleep Council 2013 Consumer Survey

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