David Perry -- Furniture Today, September 2, 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
Age matters when it comes to appreciating the importance of sleep equipment, a consumer study done for the Better Sleep Council reveals. As consumers get older, their appreciation for sleep equipment grows.
The reasons for these findings are obvious. Younger consumers, who may have slept on friends' sofas or bunked down on the floor with an air mattress, often say they can sleep
Put another way, aging Baby Boomers care more about a comfortable mattress - and appreciate what it can do for them - than do Millennials.
Marketers will find this data useful as they seek to tailor advertising campaigns to key demographic groups.
Applying the findings
In simple terms, this data tells retail sales associates that they are going to have to work harder to make the mattress-better sleep connection with younger consumers than they are with older consumers.
Since those younger consumers are less convinced about the benefits of a comfortable mattress, pillow and bedding, the RSA must build the case for those products. A young man may say: "I can sleep on anything." But the skillful RSA will help that young man find a really comfortable bed that may change his mind about that.
Those aging Baby Boomers will be looking for comfort. And other issues may come to play: Back pain, shoulder pain, etc. The RSA may be asked to address several health issues when Boomers are trying out the beds.