Q&A
From feature-rich adjustable bases to completely personalized smart beds and everything in between, today’s bedding category has become much more tech-forward than ever before. Innovation has driven these types of products to new heights, delivering more meaningful benefits and comprehensive support. But it’s not just the technology itself that has evolved, consumers have too. Today’s shoppers are more comfortable with integrating data trackers, voice activation and smart tech into their everyday lives—and that includes their nighttime routines as well. Yet, despite all these advances, there remains plenty of opportunity to introduce new customers to the tech-bed category. Any retailer can put a smart bed or power base program on their showroom floor—but how can they make sure it’s going to make an impact on their sales?
What are the keys to successfully presenting a tech-driven bedding program at retail? MARY VAN ORMAN DIRECTOR OF PRODUCT STRATEGY, ERGOMOTION WELLNESS DIVISION
KEVIN SPENCER VICE PRESIDENT OF MARKETING AND BRANDING OF KINGSDOWN
With the Dawn House bed we designed a sleep system that incorporates both meaningful sleep design innovation as well as incorporating exciting new technology. The key message for the retailer and therefore the customer is an integrated product that performs on all levels. The lead message cannot be new technology alone, it needs to be how does new technology help the customer get a better night’s sleep. How does new technology allow the consumer to analyze and improve their sleep performance. We agree that the consumer is more open to the tech-bed category, but they still need to understand the value of the technology offered versus just offering new “tech”. The product also needs to be easy and intuitive to use, both for the retailer’s sales team to explain and the customer to understand and want to purchase. These are exciting times to be developing new technology in the bedding category, and at Dawn House we feel the innovations are just starting.
Kingsdown has always been at the forefront of smart bed and power-base innovation. We have created products that provide pressure-relieving comfort and proper postural support that foster restorative sleep. Kingsdown Sleep Smart Adjustable Air debuted with enhanced technology featuring sleep diagnostics, an array of app-based adjustability and even sleep quality reporting capability. Our long history of sleep science and innovation naturally led us to tech-savvy sleep solutions. However, we also strongly believe a critical element of good “sleep hygiene” is simplification. Generation 2.0 of our smart bed, Sleep Smart by Kingsdown, is greatly streamlined with a focus on adjustability—the number one consumer desire in the smart bed category. The market-leading six air chambers in the unique 3 x 2 zone configuration, offers the ultimate in comfort control. Kingsdown’s tech-driven bedding program is constantly evolving as we continue to enhance our consumers’ overall sleep experience.
GLENN KOBYLARCZYK EXECUTIVE VICE PRESIDENT, MLILY USA MLILY USA was an early adopter of smart bed and power-base innovation. We believe it’s not just about how much sleep you get, but also about the quality of sleep, in terms of it being restorative for the mind and body. At the same time, we recognized that the key to assure the program would make an impact on sales at retail would be through training and education and by merchandising both components together. With an attachment rate of 20–30% depending on the retailer, our adjustable bases continue to make an impact on sales as an add-on item to mattress purchases. The base itself is best utilized in the retail setting as it would be at home, which allows the consumer to try the mattress and the base together and test drive the convenience that it will add to their daily life. This method also doesn’t require extra floor space and, in general, is even more successful for retailers that specialize in mattresses. The attractiveness of not only having a premium mattress but also a premium base, continues to rise as more innovation and automation improves consumers’ sleep and lives. The list of adjustable base features and benefits keeps growing because we are working to enhance not only the sleep experience by introducing new technology but also looking at ways to benefit the pre-sleep and post-sleep activities in a consumers’ day.
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Sleep Retailer / Spring 2022
