Good mattress, clean bedroom are keys to romantic climate
David Perry -- Furniture Today, November 12, 2012
Romancing the mattress is a smart way to boost bedding sales, some bedding observers say. After all, the mattress plays a starring role in many bedroom romance stories.
Despite a couple of notable efforts in this area - Leggett & Platt's romantic innerspring push and Sealy's Afterglow campaign come quickly to mind - the industry doesn't do a good job of promoting romantic messages, bedding veterans contend.
These survey findings could add fuel to bedroom fires, so to speak. They show that a comfortable mattress is said to be very important in creating a romantic environment by 43% of consumers - the same number who say a clean bedroom is the key to his or her heart. Comfy sheets are not far behind, favored by 41% of the consumers with romance on their mind. And pillows, cited by 37% of respondents, also have a romantic role to play.
The good news here is that three of those top four romantic elements are products offered by mattress retailers: Mattresses, of course, and sheets and pillows. We see the outlines of some strong retail ad campaigns here. At the very minimum, Valentine's Day would seem to be made to order for romance oriented mattress promotions.
|Importance of elements of sleep
experience in creating a romantic
Percent citing element as very important
Comfortable feel of sheets and bedding
Free air, free of allergens
Cool room temperature
Relaxing bath or shower just before bed
Source: National Sleep Foundation 2012 Bedroom Poll