Sleep Doctor Breus scores big with tools for better shopping
David Perry, Executive Editor -- Furniture Today, May 3, 2010
Sleep Doctor Michael Breus hit a home run at the High Point Market. His new latex bedding line, introduced by International Bedding, was very well received.
We are a fan of the good doctor, a clinical psychologist who has won a national reputation by delivering better sleep advice in compelling and easy-to-understand ways. He was one of the stars of our Bedding Conference last year, and we've scheduled him for an encore appearance at this year's event, which starts in Orlando this Wednesday. He will be talking about how women's sleep issues are different than those facing men.
Breus is making a strong entry into the mattress arena with his new Dr. Breus Bed collection, which retails from $1,599 to $3,099. While the line looks and feels great, thanks to lots of comfy latex and new temperature-regulation technology, it is what Breus brings to the mattress shopping and ownership experience that may be his most impressive contribution.
He and his partners at IB are making some smart moves to improve the shopping experience. For starters, the pillows on his beds are designed and labeled for side sleepers or back sleepers. That helps the retail sales associates start customizing the shopping experience for the customer. Yes, some retailers already try to match shoppers with their pillow type at the beginning of the shopping process, but this is the first time we've seen the pillows carrying the side sleeper or back sleeper designation.
Now it's time for the consumer to try the mattress. And Breus has a clever tool to help them navigate through that process: An hourglass-shaped timer that gives the consumer three minutes to try the bed in the position in which they go to sleep. When the sands in the timer have run out, the consumer will be encouraged to try another position for another three minutes.
This is a brilliant strategy: Three minutes doesn't sound like too much time, but it will force the consumer to do more than just give the bed a cursory try. The timer makes the testing process more fun — and more scientific, too. And, importantly, it also makes it more likely the consumer will select the bed that is best for them.
Once consumers select their Dr. Breus Bed, they will receive two gifts: A night light and a sleep diary. Both encourage better sleep.
The Sleep Doctor House Call Program that gives consumers regular contact with Breus is yet another good move. It shows that Breus remains interested in sharing better sleep information with consumers long after the sale. And it can build strong bonds with those consumers.
There are lots of great beds on the market these days, but retailers need more tools to help them sell better sleep. It is impressive that Breus is trying to improve the mattress shopping experience, which, sadly, is in need of much improvement.
Contact David Perry at dperry@reedbusiness.com
-
Mattress Metrics
Feb 1, 2011
Merinos Home Furnishings opening display room, Boyles addition
HOM Furniture adds flooring to six Twin Cities stores
‘Mega vessels' likely to boost capacity, stabilize freight rates
Ernest Warsaw, founder of Sheffield Corp., dies at 91
21 companies from Turkey, Taiwan and China to exhibit at Showtime
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
