David Perry -- Furniture Today, August 19, 2013
How much do you agree or disagree that the following can help people get a good night's sleep?
Source: Better Sleep Council 2013 Consumer Survey
This week we get some encouraging news in our campaign to promote better sleep. She gets it.
By "she" we refer, of course, to our traditional customers - women, the keepers of the nest, the guarantors of comfort. And women are much more likely to give the mattress its due than are men, this Better Sleep Council research reveals.
While just 52% of men strongly believe that a comfortable mattress can help provide a good night's sleep, the number rises to 65% for women. That's a victory for reality. How, we wonder, can anyone doubt the importance of a good mattress to a good night's sleep? Women are more in touch with that reality than men, this data confirms.
Note, also, that women assign more importance to comfortable pillows, by 11 percentage points, and sheets, by 10 percentage points, than do men.
Applying the findings
This data shows the differences in how men and women view the importance of sleep equipment. About half of the men say it can help provide a good night of sleep, while a majority of women give that sleep equipment its due.
This is great data for retail sales associates. They will connect with women by talking about the comfortable mattresses, pillows and bedding that their stores provide. And they need to relate mattress features to the comfort they provide: Memory foam cradles the body, encased coils add comfort and support, etc.
Those messages aren't as likely to resonate with male consumers, this research shows. RSAs may need to use other approaches to reach them.