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Sealy
Sleep retailers realize the specialty
bedding category represents a tremendous growth opportunity;
however, the specialty consumer remains an elusive, moving target.
Only the Sealy Posturepedic TrueForm Sales Program can help
determine which products to carry and provide the tools and
marketing support to showcase bedding products consumers will find
appealing.
The specialty consumer can be broken into three segments that
represent 40 percent of the total U.S. population: professional
affluent singles, professional affluent families and
mature-with-means consumers.
These opportunity segments all lead healthy, fitness-conscious
lifestyles and enjoy such activities as tennis, walking, yoga and
gardening. Most importantly, their triggers for a mattress purchase
include marriage, upgrading to a new home and health concerns.
Specialty bedding consumers are looking to improve their sleep
quality; are eager to find a solution; do extensive research; and
will spend a longer period of time in the market than the other
prospective customers.
Sleep retailers need to understand that consumers want choices. And
Sealy can help retailers offer choices in latex, memory foam,
traditional innerspring and hybrid. Many specialty bedding consumers
will ultimately choose a hybrid of innerspring and memory foam or
latex combination, which makes Sealy products, such as TrueForm, a
perfect fit.
During the
development of TrueForm, Sealy interviewed thousands of specialty
bedding consumers to understand their sleep needs and motivations.
In addition, the Sealy research and development team analyzed
numerous foam materials to ensure the final TrueForm product would
meet the discerning form, fit and function requirements of
consumers.
And to ensure retail success, Sealy Posturepedic TrueForm supports
bedding retailers with effective and consumer-tested point of sales
(POS) materials, including headboards, brochures, posters, vinyl
foot protectors, bed end cards and a demo block of memory foam, that
help reinforce the TrueForm features and benefits.
Sleep retailers looking to maximize sales opportunities with
consumers need to carry specialty bedding products that speak to the
sleep needs of this profitable, segmented category. Sealy
Posturepedic TrueForm offers consumers an alternative that lets
consumers sleep the way their body wants to sleep. And that
translates into retail success.
For more information, contact:
www.sealy.com
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