The mattress industry is undergoing a fascinating shift. While big-box retailers might be feeling the pinch, boutique stores are experiencing resilience, even growth, thanks to the rise of the premium sleeper.
Here’s the kicker: A whopping 80% of these discerning customers are women. They prioritize quality sleep as an investment in well-being, opting for premium mattresses exceeding $1,500.
Why this trend matters to your mattress store and how to cater to women
This shift presents a golden opportunity, but are you ready to capitalize on it? Here’s how to transform your store into a sleep haven designed specifically for the female premium sleeper:
- Become the sleep sanctuary for women: Ditch the generic showroom vibe. Train your staff to become sleep experts, well-versed in sleep science and the specific needs of female sleepers. Studies show women are more prone to insomnia and certain sleep disorders.
- Personalized consultations with a female touch: Every customer is unique. Engage in personalized consultations, ideally with a female sleep specialist. Ask insightful questions about sleep patterns, challenges (including hormonal disruptions) and preferences. Recommend solutions tailored to their individual needs, not just a price point.
- Invest in sleep expertise for women: Knowledge is power. Train your staff on sleep science, common sleep disorders in women, and the features and benefits of your premium mattresses that address these concerns. An educated team, particularly one focused on women’s sleep health, builds trust and positions you as the go-to authority for female sleep solutions.
- Content is your ally — speak her language: The digital world is your canvas. Craft informative blog posts, engaging videos and social media content that delve into sleep health for women, common sleep problems they face and the benefits of premium sleep solutions designed for their comfort.
Don’t reinvent the wheel! Learn from industry veterans like Bob Muenkel, Pete Primeau and Jeff Giagnocavo. Follow their insights to stay ahead of the curve.
The rise of the premium sleeper isn’t just a trend; it’s a revolution in sleep awareness, led by women. By embracing sleep expertise catered to women, personalized consultations and high-quality products addressing their needs, your store can become their trusted sleep haven.
Here’s how to create a sleep oasis women will love:
- Tranquil ambience: Think soft lighting, calming music and a neutral color palette to create a serene atmosphere.
- A multisensory experience: Offer plush throws, calming essential oils and soft music to engage multiple senses and promote relaxation.
- Impeccable hygiene is key: Maintain a spotless environment throughout the store. Ensure all bedding is fresh and inviting.
- Comforting touches: Provide comfortable seating areas and soft ambient lighting to make browsing a relaxing experience.
Remember, you’re not just selling mattresses; you’re selling a pathway to a better night’s sleep and a healthier, happier life. By transforming your store into a sleep sanctuary designed for her, you’ll be well-positioned to capitalize on this lucrative trend.
