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Successful Implementation of Pressure Mapping in Your Retail Store

Successful Implementation of Pressure Mapping in Your Retail Store. Prepared for: Date: . Why Mattress Retailers Pressure Map (1/2). Financial reasons : Increase floor traffic Increase conversion ratio Increase average sale price Decrease returns Differentiate from competitors.

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Successful Implementation of Pressure Mapping in Your Retail Store

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  1. Successful Implementation of Pressure Mapping in Your Retail Store Prepared for: Date:

  2. Why Mattress Retailers Pressure Map (1/2) Financial reasons: • Increase floor traffic • Increase conversion ratio • Increase average sale price • Decrease returns • Differentiate from competitors

  3. Why Mattress Retailers Pressure Map (2/2) Other reasons: • Help customers decide • Build salesperson-customer trust • Provide objective visual evidence Validate purchase decision

  4. Overcome Challenges to Successful Implementation

  5. Strategies for Successful Implementation

  6. 1. Resistance –“I don’t need to Pressure Map” • Challenge of employee acceptance • Lack confidence • “New” technology • However, excellent results possible: *Results vary by customer

  7. 2. Control – Autonomous vs. Corporate Owned Stores

  8. 3. Leadership - Designate an Internal Project Champion • To serve as a point of contact for retail stores • That understands the sales process • That understands pressure mapping • That can train newcomers • To serve as a point of contact for Vista • To refine implementation • To report on project ROI • This also needs to be done within each store (likely the store manager)

  9. 4. Instructions – Create Clear In-Store Instructions (1/2) Where are you on the spectrum? What will you advise your sales force? Pressure Map Some Customers Pressure Map 50% of Customers Pressure Map All Customers DISADVANTAGES: ■ Not all customers want to be pressure mapped ■ Not all customers have the time ■ Some customers have strict budget ■ May be inappropriate for low end mattress tier DISADVANTAGES: ■ Misses customers that would benefit from pressure mapping ■ Possibility to lose a sale or up sell to higher margin mattress

  10. 4. Instructions – Create Clear In-Store Instructions(2/2) Assess customer needs Mention pressure mapping early Explain how it works Invite those with 2-3 mattresses in mind to pressure map Close Track sales (i.e. ROI)

  11. 5. Track ROI – 1/2 • Setting ROI performance metrics is critical. Suggestions: • Avg mattress sales price • Conversion ratio • Returns • Salesperson commission • Track when pressure mapping used • The number of customers you pressure map may depend on: • How easily pressure mapping integrates into your sales “pitch” • Tracking ROI and adjusting the % of people you pressure map

  12. 5. Track ROI – 2/2 Compare results between pressure mapping stores and non-pressure mapping stores

  13. Profile: ■ Retail chain store■ Carries multiple mattress lines■ Mattress manufacturing capability Case Study #1 Key advantage: • Strong performance metrics Phase 1: • One system (in R&D) Phase 2: • Five pilot sites • Within single city • No advertising Phase 3: • Seventeen pilot sites • Within a region/state • With advertising Phase 4: • Tracking ROI • Compared 17 pilot sites to a “control site” • The control site performed the same By using pressure mapping: • Trust between salesperson and customer improved • Customer satisfaction improved How do we know? • Conversions averaged across 5 pilot stores increased from ≈15% to 70% • Average sale price increased ≈ 75% • Return rate dropped from 8% to 4%

  14. Profile: ■ Manufacturer■ All stores are corporate owned/ no competitors in-store■ Mattresses are air adjustable Case Study #2 Key advantage: • This manufacturer has a strong internal project champion Phase 1: • Started with one pressure mapping system in R&D Phase 2: • Implementation in 3 pilot sites Phase 3: • Purchased 10 systems • Tested them in-store • But without comparison to other sites Phase 4: • Implemented systems in 25 markets • Then started comparing markets/regions • Utilized various performance criteria/metrics

  15. Case Study #3 Profile: ■ Manufacturer■ Owns no stores • Key advantage: • This manufacturer has a vision for combining pressure mapping with novel interactive POP displays • Phase 1: • Started by pressure mapping thousands in R&D • Phase 2: • Finds a “best fit” to the ideal mattress within its product lineup based on how your body pressure maps • Based on pressure mapping data set at in-store POP kiosk • Customer enters weight • Location of aches and pains • Whether wakes up stiff • The system prepares a mattress recommendation • Phase 3: • Pitches the POP system to retailers so retailers only use the POP with the manufacturer • The POP system travels with the retail mattress lineup • Uses the images of pressure mapping to attract attention vs. competitors • Phase 4: • Later moved to a more advanced POP kiosk where a computer generated person greets you at the door

  16. Profile: ■ Retailer■ Sells 2 lines of free standing mattresses in strip mall Case Study #4 • One pressure mapping system per site • Presented customers with two mattress styles – one soft mattress, one firm mattress around a central computer kiosk • Customer lies on back/side • Very few moved down to lower value mattress • Average unit sales value went up ≈40% • ≈40% customers also moved up to higher value units

  17. Summary of Best Practices Eliciting “buy in”: • Identify who will be your project champion / team members • Prepare in-house “how to use pressure mapping” information (Vista can provide input) • Invite store managers to a “get to know pressure mapping” meeting (Vista can facilitate) • Designate a few (5-10) pilot stores • Define trial period (3+ months) • Reconvene store managers for post trial period debrief

  18. Summary of Best Practices Develop elements of the marketing campaign: • Name the pressure mapping system, e.g.: -“The Comfort Selector” -“The Mattress Selector” - “The Comfort Test” • Name the marketing campaign: • -“Project Sleep Easy” • -“Have you been pressure mapped?” • -“Tired of a restless sleep?” • -“Wake up refreshed”

  19. Summary of Best Practices Develop elements of the marketing campaign: • External communications: • -Flyers • -Website • -Advertising • -Determine what may be on offer, e.g. more robust satisfaction guarantee • Sample advertising that addresses complaints: • -More restful sleep • -Irritability • -Back pain • -Sore muscles

  20. Summary of Best Practices Develop elements of the marketing campaign: • In marketing materials, demonstrate what an excellent surface pressure maps like vs. another • Include the side lie Inferior surface Superior surface

  21. Summary of Best Practices Develop elements of the marketing campaign: • In-house promotional material: -Storefront displays -Tent cards visible throughout the store -Large screen TV’s -Integrate it with your branding/corporate identity -Give employees buttons to pique customer interest “Have you been mapped?”, “Ask me about pressure mapping” -Place your brand identity on the mat (e.g. Try me!)

  22. Summary of Best Practices Develop Clear Instructions for RSAs: E.g. Narrow the choices down to three mattresses and then use pressure mapping If customer leaving, what should the RSA do? Give customers a printout of pressure map with sales person name card

  23. Summary of Best Practices Develop Clear Instructions for RSAs: “Now that you’ve narrowed it down to two mattresses, we have a sensing pad that can guide you to mattress selection. Can I show you”? “We have a system that can help you make a more objective decision” “We have a pressure mapping system that can help take the guesswork out of your decision” “Can I show you a tool we have to help you choose a better mattress? “Can I show you our latest “comfort selector”. This is the same technology used for two decades in the healthcare sector to prevent pressure sores” “Pressure points cause discomfort. Can I show you where you are receiving more and less pressure?” “Pressure points may interrupt your sleep cycles. Can I show you a tool for assessing your pressure points?” “Pressure mapping can show you which mattress provides the most support and minimizes pressure.”

  24. Summary of Best Practices Develop Clear Instructions for RSAs: • Consider what criteria RSAs will highlight for customer. E.g. better mattress is one: -With lower average pressure -Increased body contact with the mattress (i.e. sensing area) -Fewer peak pressure areas -Higher “comfort” index

  25. Summary of Best Practices ROI Performance Metrics: • Define your performance metrics • Measure the before / after: • Conversion rates • Average sale price • Profitability per store • Number of returns • Let store managers know how it’s going (e.g. put metrics into the company newsletter or internal emails)

  26. Summary of Best Practices Refining Implementation: • Refine your implementation based on metrics • Decide which beds you will and will not pressure map (e.g. soft springs may map better than foam/Tempur-Pedic) • Develop incentives linked to pressure mapping. Customers that use pressure mapping get free: -Pillow -Delivery -Comforter -Alarm clock -Reading light -10% discount on other in-store purchase

  27. Thank you.

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