A mattress is one of the most important decisions you can make when it comes to comfort in your home. It’s a significant decision and retailers shouldn’t take it any more lightly than consumers themselves. Retailers need to develop a well-thought-out strategy to secure purchasers for these big-ticket items.
A mattress sale strategy should always include the addition of bed accessories since they’re an integral aspect of the sleep experience. But what is the best way to position bed accessories in a mattress store? Are accessories better left as an add-on to the mattress sale itself, or should they, instead, have their own sales process? Let’s take a look at how bed accessories can be a leading factor in securing mattress sales.
The Problem with Freebies and Discounts
Consumers love discounts. The promise of cost savings or free merchandise could be the sole reason a consumer decides to purchase from a specific retailer. So, with that in mind, it would only make sense to offer these things to consumers, right? Why not throw in a free set of sheets or offer a 20% discount when you know the profit margin from the sale will still come out in the green? When you put it that way, it sounds like a no-brainer, but it’s not that simple.
With a quick google search, consumers can easily find a list of profit margins for mattress sales and will quickly see right through these discounts and add-on strategies. This can cause trust issues and can hurt the integrity of your brand. It’s important to, instead, position your bed accessories in a way that builds value for your products.
What’s The Best Way to Position Bed Accessories?
There are other ways to set your brand apart from competitors without devaluing your product with discounts and freebies. The best way to find success and set your brand apart is to focus on the best way to enhance your customer’s sleep experience. Adding bed accessory bundles is a great opportunity to enhance their experience, while also increasing revenue for your business.
It seems like the natural decision to purchase a pillow specifically designed for adjustable beds if you’re purchasing an adjustable bed, right? A good pillow increases the comfort of an already exceptional mattress; A mattress protector increases the life of your mattress to save you money in the long run. With this in mind, Executive Editor of Furniture Today, David Perry, expands on BedMart’s approach to positioning bed accessories in his article, 8 Steps To Connect With Consumers & Master The Mattress Sale. These experts also agree that because bed accessories seem to sell so organically alongside mattresses, it’s unnecessary to throw them in as a package deal. You can still create bundles to promote your standalone accessories but use these bundles as an opportunity to provide your customer with a holistic solution to enhance their sleep experience, instead of just another discount or deal.
Bed accessories should be promoted as products that are just as integral in the sales process as the big-ticket mattress purchase. It's important to ensure your bed accessories are set at a premium price point so customers consider them to be standalone products that are need-to-have items instead of nice-to-have items.
Sleeptone is a bedding manufacturer offering high-quality bed accessories that are worthy of premium pricing to serve as a revenue generator for your business. Sleeptones bed accessories will increase the value and perception of your brand.