Visco handprint makes for two-thumbs-up selling story
By David Perry -- Furniture Today, July 26, 2004
High Point — It's the handprint that launched a thousand visco-elastic beds.
The "visco handprint" has been an important part of visco-elastic bedding's selling story at retail. And it certainly is one of the most well-known product features in the bedding industry.
Press your hand into a block of visco-elastic foam for a few seconds, then pull your hand back. You'll see an outline of your hand imprinted in the foam. The cells in the foam "remember" the shape they were forced to assume, thus the term memory foam.
After a few seconds the imprint will disappear before your eyes as the foam takes its original shape.
It makes for a powerful product demonstration.
"The big advantage visco foam has is the sizzle," said Tony Hochschild, president of Sterling Sleep Systems, which uses visco-elastic foam in a number of its beds. "The story of that handprint is compelling."
It's a similar story when consumers lie down on a visco mattress. After several moments their bodies settle into the foam, where they are cradled comfortably.
"I lie down on one of our visco beds and I love it," said Restonic President Kevin Toman. "It hugs your body and it's a great feel."
"When you lie down on a visco-elastic bed," said Dave Roberts, executive vice president of King Koil, "you feel the difference."
Therapedic President Gerry Borreggine says visco bedding shows especially well on retail floors because of its unique feel and the product's perceived health benefits.
In its marketing materials, Therapedic says its new MemoryTouch visco bedding offers "the best 'software' ever invented for NASA," a nod to the product's space-age roots. And it plays up the sophisticated nature of the product by saying "technology can be cozy!"
Ed Malechek, senior vice president of Carpenter Co., said consumers like the unique feel of the product. "This is one item the customer can touch and tell the difference," he said.
Gary Wahrmund, vice president of urethane products at supplier Leggett & Platt, said, "Visco foam is a product that really does work. It is one of those rare products that will improve sleep. Bottom line: It's popular because it works."
