The adjustable base category is experiencing significant shifts in both retailer needs and consumer awareness, according to industry veteran John Schulte, president of Innovative Sleep Technologies and the Symphony Sleep brand.
A key trend emerging from Las Vegas Market discussions was the disconnect between consumer interest in sleep health and their understanding of adjustable base technology. While there has been growing consumer awareness about sleep’s impact on overall health, many shoppers remain unfamiliar with the full capabilities of modern adjustable bases beyond basic positioning features and their health benefits.
Retailers also expressed concerns about decreased store traffic and the ongoing challenge of maintaining experienced sales teams. This staffing challenge has heightened the importance of effective merchandising and point-of-purchase materials across the category.
Last month, Symphony Sleep launched a series of point-of-sale product demo videos that tackled head-on the staffing and training challenges. Consumers can scan a QR code to watch a short video that demonstrates the product while they interact with the remote and base. Free to retail partners, the videos can serve as a critical tool in situations where the store might be understaffed on a particular day or is experiencing a busy period when there isn’t an RSA available.
“Retailers are navigating multiple challenges in the adjustable base category, from inventory management to consumer education,” says Schulte. “The market also revealed a clear need for product differentiation and enhanced point-of-purchase support to help bridge the knowledge gap with consumers.”
Symphony Sleep’s approach is designed specifically to align with retailers’ key priorities identified in the market discussions, including product differentiation, reliable inventory availability and compelling value propositions. The company says its extensive range of accessories provides retailers with more merchandising options than other competitive offerings, while maintained stock levels ensure consistent availability.
“We’re seeing increased consumer interest in sleep-enhancement products, driven by growing awareness of sleep’s role in overall health,” Schulte says. “By providing retailers with both innovative products and superior marketing support, we’re helping them capitalize on this trend while addressing their operational challenges.”
