Successful Implementation of Pressure Mapping in Your Retail Store

1. Successful Implementation of Pressure Mapping in Your Retail Store Date: 8 February 2010 Prepared by: Richard Marusyk

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. 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

14. 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”

15. 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

16. 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

17. 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!)

18. 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

19. 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.”

20. 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

21. 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)

22. Summary of Best Practices Refining Implementation: • Refine your implementation based on metrics • Decide which beds you will and will not pressure map • 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

23. Choose Appropriate Package For Your Store

24. Standard In-Store Package Includes • FSA bed mat • Software • Wireless accessories • Electronics pod: • Stores electronic interface module, wireless accessories, and batteries • Hides all cables and wires • Conveniently “rolls up” so the sensor mat can be rapidly used to assess a different mattress

25. Easy-to-Use FSA Software Save Scan Easy DVD player-like features High Comfort Index - more evenly distributed pressures Option to type in mattress name, price, client name, address, tel., email, other Comfort Index rating system helps client choose a mattress

26. Optional In-Store Package

27. Optional In-Store Package

29. Thank you.