Moving Consumers to Test & Purchase the Complete Tempur-Pedic Sleep System
How to Regain Control of the In-Store Customer Experience
As a world-leading bedding provider built on product formulation originally designed for use by NASA®, Tempur-Pedic knows firsthand that looking forward is the way to stay ahead of the competition. That’s why Tempur-Pedic realized they needed regain control of customer interactions with their products in the retail environment—the only remaining space where brands can still control the customer experience and the heart of their brand. Concerned that its individual products were getting lost in the retail shuffle and that customers weren’t viewing and purchasing these products as part of a complete sleep system, Tempur-Pedic reached out to InReality.
Before diving into designing and developing a new experience for Tempur-Pedic, InReality conducted qualitative and quantitative consumer research to gather insights on consumer needs and behavior. This process helped arm the team with a better understanding of the reality gaps between the actual Tempur-Pedic consumer experience in store what consumers needed and expected
The research revealed two of the key findings, which ultimately helped shape the new experience. First, we discovered strong evidence indicating that customers who lie on a mattress at the point of sale, are more likely to purchase and remain satisfied with the mattress. Second, we found that consumers are highly unlikely, due to the lack of privacy in the retail environment, to lie for any significant length of time on a mattress they may be interested in purchasing.
To combat the gaps in the customer experience and meet the needs of Tempur-Pedic, InReality’s solution featured a private and relaxing 120 square foot Sleep Experience Center (SEC), complete with an digital elements that allow customers to experience the complete Tempur-Pedic sleep system.
Ultimately, the new solution, installed in over 200 locations nationwide, provides a new experience designed to meet customer needs in a private and relaxing environment. The new solution also offers Tempur-Pedic renewed control of their retail experience.
A New Immersive Customer Experience
In addition to the engaging digital components and relaxing experience that allows customers try the complete Tempur-Pedic sleep system, the new solution eliminates customer discomfort associated with lying on mattresses due to a lack of privacy or the retail sales associates hovering over them. It also eliminates customer uneasiness with leaving their valuables unattended while testing the products, so they are free to relax and focus on the experience.
The new SEC creates a new experience more commensurate of the level of investment required for premium sleep products.
Renewed Control of Retail Customer Experience
Another key benefit of the SEC design, is that it changes the reigns of control—shifting from a retailer-controlled experience to a Tempur-Pedic-controlled experience. Since brick-and-mortar still accounts for most sales, regaining control of customer interactions with Tempur-Pedic products in the retail space was a decisive advantage of this solution. In addition, coupled with InReality’s ongoing support and services, the SEC promises continued upkeep and relevance of the Tempur-Pedic in-store experience.
In a highly competitive era, the new SEC allows Tempur-Pedic to create and maintain intentional and meaningful experiences for its customers and differentiate their products from their competition.