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Three Things You Must Know to Meet her Bedding Needs

Furniture Today Staff -- Furniture Today, July 22, 2011

AVENTURA, Fla. - Delia Passi helped attendees at Furniture/Today's recent Bedding Conference "Decode Her Playbook." The business consultant and expert at marketing to women said that women make 88% of all bedding purchases, and she called on the attendees to spend more time seeking to meet the needs of women.
     Passi shared research that she conducted on the ways that women prepare to shop for mattresses and the concerns they have during the process.
     We highlight three of her key points here, each dealing with a different part of the mattress shopping experience. There are several keys to meeting women's needs, but these points provide a good place to start.
     The first point relates to the research the consumer does before she looks for a brick and mortar store. Almost four out of 10 consumers spend one to three hours in online research - a figure that illustrates the importance of a female-friendly Web presence. Your website can impact her mattress buying decision, Passi said.
     She also noted that most women are willing to pay more for a quality mattress, a key point to remember when many retailers are doing well with promotional bedding models. Furniture/Today's consumer research has found that consumers will pay significantly more for a sleep set if they believe it will improve the quality of their life.
     Finally, Passi identified a key turn off: Women don't like it when male RSAs watch them while they are trying out the beds. We've noted this concern a number of times in our own bedding research. Male RSAs need to be especially sensitive to female consumers; women don't want men hovering over them. The male RSA can sit on a bed nearby, or even lie down on a bed nearby. Hovering over women consumers is a no-no.
Retail Bedding Playbook is a regular feature about mattress retailers by David Perry, bedding editor. Ideas for future coverage can be shared with Dave at dperry@furnituretoday.com.

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