‘Lowest Price' Ranks Far Down on List
Furniture Today Staff -- Furniture Today, August 16, 2011
Priorities |
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Source: Furniture/Today and HGTV Mattress Survey, 2010 |
In our previous Mattress Metrics feature we talked about the all-important list of top features that consumers are looking for in picking one mattress over another. We said those features - a bed that provides the best night of sleep, is comfortable, durable and supportive - point the way for the attributes that bedding retail sales associates should stress in their presentations on the sales floor.
This week we look at the other side of the coin, and it is a significant one, for it can be as important to know what not to do as it is to know what to do in the purchase process.
Here we have the Bottom 10, the ten attributes that are least important to consumers in picking one mattress over another. This is not to demean any of those features, as they could still be critical in any one sale, but the weight of the evidence shows that retail sales associates should not lead with these features in their presentations.
We are especially heartened that "lowest price" is so far down this list, with only 17% of consumers saying that will determine why they pick one bed over another. Good for the overwhelming majority of consumers who recognize that the lowest price doesn't open the door to the best night of sleep.
It's notable, we think, that these features are favored by roughly one-third of the consumers and less. Look at the much-discussed green category; only one-quarter of the respondents would choose based on its green qualities.
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