America's Mattress unveils new store concept
By David Perry -- Furniture Today, April 7, 2008
Schaumburg, Ill. — The America's Mattress program unveiled its new "customer experience" store here, a 3,000-square-foot sleep shop with all the comforts of home.
Designed to appeal to all five senses, the concept store aims to stir an emotional response in consumers who visit it. Design touches range from an artificial fireplace to home-like vignettes to help consumers relax and experience the dozens of Serta mattresses it displays.
Donna Zett, who oversees the strategic direction of Serta's America's Mattress program, described the new look as "an exciting new store design and concept to push you above, beyond and ahead of the competition."
She offered the assessment at a national meeting here of America's Mattress owners and operators. That program is supported by Serta, which launched it several years ago. Serta provides merchandising, marketing and advertising support for the America's Mattress dealers, who own and operate the stores.
Collectively the network of 300-plus America's Mattress stores ranks in the Top 10 of U.S. bedding retailers, with revenues of more than $200 million.
America's Mattress built a complete sleep shop in a ballroom at the Renaissance hotel and convention center here. It was kept under wraps until it was unveiled in a series of tours hosted by Zett, who is the chief innovation officer for Serta.
She first provided an overview of the rationale for the new look for the America's Mattress stores, which are in markets across the country. She said retailers are achieving stellar sales results by providing an experience for their shoppers and not just selling them products.
"You need to provide more than a product and a service," she said. "You need to provide a customer experience. What will make her go to your store rather than the competition?"
Noting that sleep shops have now passed furniture stores as the single-largest channel of distribution for mattresses, Zett said sleep shops must continue to evolve. "We need to provide a new experience," she said.
The new store concept does just that, according to Zett. This is how it addresses the five senses:
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Sight: The store uses earth tones and architectural elements like columns and half-walls to provide a comfortable feel. Track lighting highlights the mattresses, which are dressed with skirts. Each bed has a headboard. Accessories such as framed wall art, silk plants, nightstands and lamps add a home-like touch. Wooden floors provide a "racetrack" walkway around the store. Premium carpeting also is used. The America's Mattress name is emblazoned in the wooden floor at the entrance to the store, where an entry wall includes an artificial fireplace.
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Smell: An AirQ machine produces a "clean, fresh, linen-like scent" that is not overpowering but is noticed by consumers, Zett said.
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Taste: Bottled water is offered at a refreshment area that is part of the transaction desk at the back of the store. Some retailers may also offer snacks at the refreshment area.
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Touch: The mattresses are all dressed with foot protectors and are ready for consumers to try out. The mattresses are located far enough apart that consumers can easily experience each mattress.
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Sound: Tranquil music is interspersed with subtle brand messages and information about special events.
All told, there are more than two dozen distinct elements to the new customer experience store. Zett said the elements were chosen because they are cost effective, easy to implement and react well with customers, both emotionally and visually.
The program was pilot tested at America's Mattress stores in Grand Junction, Colo., where they produced impressive results in a year-long trial. Zett said the new stores generated a 22% increase in mattress sales volume, a 130% increase in accessories sales (all the accessories in the store are for sale), a $100 increase in the average mattress sale, a 4% increase in gross margin, and a 17% increase in closing rate.
Sales staff at the Colorado stores hailed the new concept, as did customers. "It is more 'homey' and more comfortable than other stores," one customer said. "It doesn't feel so overwhelming," added another.
America's Mattress is now getting feedback from its dealers on the new concept, which most saw for the first time at this month's meeting. The dealers will choose which elements of the program they want to incorporate into their stores.
Hershel Alpert, former president of Seekonk, Mass. retailer Alperts, attended the meeting and said he was impressed with the new concept.
"It offers customers a more comfortable and less sterile environment to make a purchase that affects their life," said Alpert, who is now a consultant to Serta. "The way it is set up helps customers define their mattress choice. It is an easier environment for the sales associates to work and it is much less threatening to consumers."
He called a children's area in the store, which features a kid-sized table and novelty chairs, a "very important" element. And he said the store makes it easier for sales associates to sell the pillows, sheets and accessories that help retailers increase profits.
Talkback
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A new store concept for Serta's "America's Mattress" would be one that:1. Doesn't...
- 2008-04-17 12:30:41
