Every good mattress salesman knows that the business is just not about sales and margins, but actually helping people sleep better so they can live healthier lives.
Serta Simmons Bedding (SSB) recently commissioned a study with OnePoll to understand Americans’ sleep habits, and what they found is pretty insightful.
Here are a few of the key findings:
- People Aren’t Sleeping Well Right Now. Only two in five people rate their quality of sleep as “excellent” (41%). And less than a third of adults feel refreshed when waking up in the morning, even after getting the recommended amount of sleep (30%).
For the mattress industry, that presents an obvious opportunity to educate consumers about the importance of a good night’s sleep. Explain to them what happens to your brain when you don’t get enough sleep and how that can affect them in the long term.
- They Are Willing to Sacrifice to Get Better Sleep. Somewhat shockingly, 43% of respondents said they would give up coffee for better sleep—and 30% would sacrifice dessert.
That could be an indication of a change in consumer behavior, especially since the onset of Covid. People are more in tune with their bodies today and many care more about their health now than they did just a few years ago. That means they’re looking for healthier choices—whether it’s eating better, exercising more or sleeping better.
- From A Bedroom To A Recovery Room. Seven in 10 Americans said they need their nighttime environment to be a certain way to get their best sleep (71%), according to SSB’s study. For example, it found that getting shuteye in a silent room (31%) with some light on (72%) contributes to “excellent” sleep.
There’s a stat you can talk to your customers about. Ask them what their sleep environment is like—how much light gets in and how loud is it? This is an excellent opportunity to bring up add-ons and accessories.
Research can be an extremely helpful tool when it comes to figuring out what your customers might want or need. But it’s only when you dig deep into the research and how you can apply it to your store that opportunities and benefits arise.