Selling Sleep: Key Mattress Features
Joan Gunin -- Furniture Today, May 22, 2013
We've asked consumers about these various mattress features several times over the years, and it's interesting to see how the list of features rated "important" or "very important" has changed over time.
Given a tough economy in recent years, it's probably not surprising that "best value for the price" has moved up the list, into the No. 3 position. Moving up into the No. 1 position is a bed that will give the consumer his or her best night's sleep. That feature edges out the previous No. 1, "most comfortable." The 1 percentage point difference is not statistically significant, however.
The overall emphasis on this list of key features has remained stable. Consumers want comfortable, durable and supportive mattresses. They are interested in construction materials and in the relative value of the products.
Applying the findings
Price-oriented mattress ads are the norm, but consumers aren't as concerned about price when choosing a mattress. Price as part of the value equation is No. 3 on consumers' list of key mattress attributes, far behind a bed that will deliver the best night of sleep and is most comfortable.
Retailers should talk more about better sleep and more comfortable sleep in their advertising messages. Those are the things that consumers are most interested in. Retailers who talk consumers' language have a better chance to selling good sleep sets to those consumers.
key mattress features
|Important features when choosing
a new mattress|
% rating important or very important
Source: Furniture/Today and Apartment Therapy 2012 Consumer Survey
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