Posted by Roger Cunningham on Tue, Nov 10, 2009 @ 12:44 PM
I just returned from the International Sleep Products Association annual convention in Bonita Springs, Florida. The state of the mattress industry was being discussed and the primary focus was on where we go from here. Some very good speakers from outside the industry discussed where "consumerism" is headed and how the mattress industry needs to deal with it. It seems the new cultural goal will be to achieve "joy." The new consumer wants joy and is seeking products and companies that best represent their ability to get it. So, the consumer should respond well to advertising messages that portray the joy of owning a new mattress or dealing with a particular mattress company.
Research shows that customers prefer one thing, but might actually vote differently once they are in the market. So the delima is, does the customer mean what they say. There is evidence from exit poles, versus actual votes that there may be a disconnect. A consumer actually registers their vote with their dollars.
Point in hand. Mattress shopper complain about too much confusion when shopping for a new mattress (no joy) as well as lack of belief in all the "sales" hype (no joy). Yet, mattress retailers that clean up the clutter and shy away from the unrealistic 70% OFF hype while making the shopping experience more joyful and trustworthy are not rewarded for their efforts. Even though their prices actually may be less than the phoney 70% off sales offer, the consumer believes unless more choices and more dollars off are offered, they are paying too much and being offer enough options. So my question is; how much is the customer to blaim for the disconnect in the mattress shopping experience? Better yet, how are we best able to reach this "confussed consumer."
Do any of us say what we mean and mean what we say anymore? Did we ever?