The mattress industry is undergoing a significant transformation driven by consumers’ increasing demand for environmentally friendly and health-conscious products. By aligning your business with this trend, you can not only enhance your brand reputation but also boost your bottom line.
Partnering with manufacturers who have earned reputable certifications is a strategic move that can yield substantial benefits without requiring additional investment. These certifications serve as powerful endorsements, assuring customers of product quality, safety and environmental responsibility.
Today’s consumers are more informed than ever. They seek products that align with their values and prioritize health and well-being. Certified mattresses offer a compelling value proposition, appealing to a wider customer base.
- Environmental consciousness: Certifications like Greenguard, GOLS and Eco-Institut demonstrate your commitment to sustainability, a key concern for many consumers.
- Health and safety: CertiPUR-US, Oeko-Tex and Made Safe certifications assure customers of products free from harmful substances, addressing concerns about allergies, chemical sensitivities and overall well-being.
By offering certified mattresses, you can increase your average ticket price, as certified products command premium pricing, boosting your revenue per sale. Positioning your store as a purveyor of high-quality, environmentally responsible products attracts discerning customers is another benefit. Plus, satisfied customers are more likely to become repeat buyers and recommend your store to others.
To maximize the impact of your certified mattresses, implement these strategies:
In-store:
- Dedicated display: Create a prominent in-store display for certified mattresses, using clear and informative signage.
- Product tagging: Utilize clear and visible tags on each certified mattress, highlighting the specific certifications.
- Informative materials: Provide brochures or informational cards detailing the benefits of each certification.
- Staff training: Equip your sales team with in-depth knowledge about certifications to effectively communicate their value to customers.
Digital marketing:
- Content creation: Develop informative blog posts, social media content and email campaigns highlighting the benefits of certified mattresses.
- Visual storytelling: Use high-quality images and videos to showcase your certified products and their impact.
- Customer testimonials: Share customer stories and reviews to build trust and credibility.
- Social media engagement: Actively participate in conversations, respond to inquiries and run contests or giveaways to increase engagement.
- Paid advertising (optional): Consider targeted online advertising to reach specific demographics interested in sustainable and healthy products.
Key certifications to consider
- Greenguard: Low VOC emissions for indoor air quality.
- Global Organic Latex Standard: Organic content and production process for latex.
- Eco-Institut: Low emissions and pollutant levels in mattresses and other products.
- CertiPUR-US Certified: Safety and environmental standards for foam.
- Made Safe: Free from harmful chemicals.
- Oeko-Tex: Chemical restrictions for textiles.
By strategically incorporating certified mattresses into your product lineup and implementing effective marketing strategies, you can position your mattress store as a leader in the industry, attract environmentally conscious customers and achieve long-term profitability.
