|
 Comfortaire Adds
Key Support Pieces to Their Retail Presentation!
 In
25 years of marketing air supported sleep systems,
Comfortaire’s success has been rooted in their ability
to clearly communicate their message to consumers at the
point of sale. Their commitment to utilize traditional
retail channels requires that their retail partners be
completely comfortable with the communication of this
message.
As part of a major effort to better equip their
retailers, Comfortaire will be introducing a targeted
point of sale package for their retail partners as well
as a new sales training film that is designed to teach
retailers how to most effectively communicate the true
benefits of sleeping on air. “There’s no question,”
explains David Karr, Comfortaire President, “that our
product can present a selling challenge for our retail
partners. While our product meets very specific and
individual sleep needs of the customer, selling air is
more complicated than the traditional products that our
retail partners have grown up selling. We desire to boil
down all of the technical information about our products
into a concise message of how our products can help
people sleep better and ultimately live better.” Karr
continues, “Our products deliver very unique benefits
and without a strong retail presentation, consumers
never gain a clear understanding of what those benefits
are and how they can be realized. The purpose of these
new selling aids is to give our retail partners the
tools that they need to effectively present the
Comfortaire message. We have refined and directed that
message to better communicate the benefits of air
supported sleep, not the technology that assists in
these benefits.”
Although Comfortaire remains committed to the
development of innovative new technologies, their
primary focus will be on finding ways to better
communicate the specific benefits of their products to
consumers. “We understand that we are primarily selling
comfort and proper support, and therefore need to convey
to consumers that we are offering something very unique:
a mattress they can individually adjust to their sleep
needs, every day, for the rest of their life! Our new
materials will help our retail partners move past
discussions of air pump and chamber technology and allow
them to focus on the unique benefits of individually
adjustable comfort and support.”
Comfortaire will also be distributing their newly
released sales training video that will address key
product features, provide basic selling points, and help
with overcoming objections. This new combination of
softer lifestyle images and a more focused selling
message will help to give consumers real reasons to
sleep on air. Karr adds, “Through our consumer feedback
we find that many of those buying our products are
looking for a sleep surface that is radically different.
They have tried other mattresses and just can’t seem to
find a sleep surface that works for them.”
With nearly 500 retail partners, Comfortaire has enjoyed
a national selling presence. However, these retail
partners operate independently so developing a
nationally unified look and message has been
challenging. This summer, Comfortaire will be rolling
out an impressive air sleep gallery with a national
retailer which will establish immediate consumer
awareness for this newly introduced look. Comfortaire
maintains that they will continue their efforts in
developing and refining innovative new technologies, but
will do so with a renewed focus on clearly relaying the
practical benefits that these products offer to
consumers.
Comfortaire Corporation was established in 1981 and is
located in Greenville, SC.
To benefit from
Comfortaire’s 25 years of experience in delivering
premium air supported sleep systems; contact them at
1-800-759-0594
via email at
info@comfortaire.com
or online at
www.comfortaire.com
or visit their
showroom #849 World Market Center, Las Vegas |
