There has been a lot of activity on the power foundation, or adjustable bed, front lately. Tempur-Pedic continues to drive interest with its great marketing campaign; Serta just launched iComfort which features a power foundation, to incredible reviews; and my company continues to experience strong growth within the category. Despite these successes, the power foundation business is not anywhere close to being what it could be. How do we, as an industry, continue to drive the product?
For me, it is all about the “want vs. need” paradigm. Very few actually NEED a bed that articulates into different positions, but when they actually EXPERIENCE the product, they WANT it. During our research, consumers would look at a power foundation and immediately think of either a hospital bed or old people. When asked if they would ever consider purchasing one, the answer is almost always an emphatic “NO!” Get that same person to try the bed out, enjoy a few minutes of zero gravity, and help them understand that life happens in the bedroom. His or her attitude then changes pretty quickly. Whether they are reading, watching television, or working on a laptop, we can make them more comfortable by customizing the experience with a personalized comfort setting.
Consumer research says that by getting consumers to interact with products, you increase your chances of selling them. That is especially true with power foundations. So the next time you think about creating a new offering, or you are on a sales floor talking to a consumer, don’t miss your opportunity to sell the experience and get them on this bed. After a few minutes of lying on a power foundation, mattress buyers are going to want one in their home. Creating the WANT is creating an emotional reaction to your product and that is how consumers make decisions.
What am I missing here? What are you thinking?
DISCLAIMER: The views and opinions expressed in this blog are mine and mine alone. They do not represent the thinking of the company I work for, or anyone else with whom I am affiliated. Except my wife of course, who is good at telling me what not to say.