Internet is for Basic Shopping Information
Furniture Today Staff -- Furniture Today, September 8, 2011
The answer is: Prices. And the question is: What are consumers looking for online when they do mattress research?
And that, we must realize, is where consumers begin to get some ideas about how much it will cost them to buy that new mattress they need. Yes, this is the most basic element of shopping: Finding out the general price ranges of the products. The fact that so many consumers are looking for this information online illustrates the importance of retail web sites.
Consumers also say they are often using the web to find out where to buy a mattress. As we saw in a recent Mattress Metrics report, most consumers do not buy mattresses online. But they are looking for brick-and-mortar mattress stores. Hence the importance of store locator links on retail web sites.
Web savvy |
How does the Internet help you in the mattress buying process? |
 |
Source: Furniture/Today and HGTV Mattress Survey, 2010 |
But the consumers also are looking to learn more about mattresses themselves, as seen in the fact that 60% say they want to research various types of constructions. And a similar percentage is researching brands, a fact that underscores the importance of the manufacturers' web sites.
Consumers also are interested in information on comfort and support, those two hallmarks of mattress marketing. Those would be good headlines for use on the web, as consumers are clearly looking for information on those topics.
We are surprised that consumers don't assign a higher value to information on better sleep. Other findings cite the primacy of better sleep on consumers' want lists. These findings say that consumers are looking for basic information first.
-
Mattress retailer Sleepy's upgrades Web site
Jul 7, 2009 -
Reaching out online
Jan 10, 2012 -
Mattress Metrics: The net
Aug 29, 2011
Merinos Home Furnishings opening display room, Boyles addition
‘Mega vessels' likely to boost capacity, stabilize freight rates
HOM Furniture adds flooring to six Twin Cities stores
Dan Masters joins Furniture Brands as VP, business development
21 companies from Turkey, Taiwan and China to exhibit at Showtime
VIEW ALL GALLERIES
