1 / 28

Successful Implementation of Pressure Mapping in Your Retail Store

Successful Implementation of Pressure Mapping in Your Retail Store. Prepared for: Date: . Why Mattress Retailers Pressure Map (1/2). Financial reasons : Increase floor traffic Increase conversion ratio Increase average sale price Decrease returns Differentiate from competitors.

kaydence
Télécharger la présentation

Successful Implementation of Pressure Mapping in Your Retail Store

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Successful Implementation of Pressure Mapping in Your Retail Store Prepared for: Date:

  2. Why Mattress Retailers Pressure Map (1/2) Financial reasons: • Increase floor traffic • Increase conversion ratio • Increase average sale price • Decrease returns • Differentiate from competitors

  3. Why Mattress Retailers Pressure Map (2/2) Other reasons: • Help customers decide • Build salesperson-customer trust • Provide objective visual evidence Validate purchase decision

  4. Overcome Challenges to Successful Implementation

  5. Strategies for Successful Implementation

  6. 1. Resistance –“I don’t need to Pressure Map” • Challenge of employee acceptance • Lack confidence • “New” technology • However, excellent results possible: *Results vary by customer

  7. 2. Control – Autonomous vs. Corporate Owned Stores

  8. 3. Leadership - Designate an Internal Project Champion • To serve as a point of contact for retail stores • That understands the sales process • That understands pressure mapping • That can train newcomers • To serve as a point of contact for Vista • To refine implementation • To report on project ROI • This also needs to be done within each store (likely the store manager)

  9. 4. Instructions – Create Clear In-Store Instructions (1/2) Where are you on the spectrum? What will you advise your sales force? Pressure Map Some Customers Pressure Map 50% of Customers Pressure Map All Customers DISADVANTAGES: ■ Not all customers want to be pressure mapped ■ Not all customers have the time ■ Some customers have strict budget ■ May be inappropriate for low end mattress tier DISADVANTAGES: ■ Misses customers that would benefit from pressure mapping ■ Possibility to lose a sale or up sell to higher margin mattress

  10. 4. Instructions – Create Clear In-Store Instructions(2/2) Assess customer needs Mention pressure mapping early Explain how it works Invite those with 2-3 mattresses in mind to pressure map Close Track sales (i.e. ROI)

  11. 5. Track ROI – 1/2 • Setting ROI performance metrics is critical. Suggestions: • Avg mattress sales price • Conversion ratio • Returns • Salesperson commission • Track when pressure mapping used • The number of customers you pressure map may depend on: • How easily pressure mapping integrates into your sales “pitch” • Tracking ROI and adjusting the % of people you pressure map

  12. 5. Track ROI – 2/2 Compare results between pressure mapping stores and non-pressure mapping stores

  13. Profile: ■ Retail chain store■ Carries multiple mattress lines■ Mattress manufacturing capability Case Study #1 Key advantage: • Strong performance metrics Phase 1: • One system (in R&D) Phase 2: • Five pilot sites • Within single city • No advertising Phase 3: • Seventeen pilot sites • Within a region/state • With advertising Phase 4: • Tracking ROI • Compared 17 pilot sites to a “control site” • The control site performed the same By using pressure mapping: • Trust between salesperson and customer improved • Customer satisfaction improved How do we know? • Conversions averaged across 5 pilot stores increased from ≈15% to 70% • Average sale price increased ≈ 75% • Return rate dropped from 8% to 4%

  14. Profile: ■ Manufacturer■ All stores are corporate owned/ no competitors in-store■ Mattresses are air adjustable Case Study #2 Key advantage: • This manufacturer has a strong internal project champion Phase 1: • Started with one pressure mapping system in R&D Phase 2: • Implementation in 3 pilot sites Phase 3: • Purchased 10 systems • Tested them in-store • But without comparison to other sites Phase 4: • Implemented systems in 25 markets • Then started comparing markets/regions • Utilized various performance criteria/metrics

  15. Case Study #3 Profile: ■ Manufacturer■ Owns no stores • Key advantage: • This manufacturer has a vision for combining pressure mapping with novel interactive POP displays • Phase 1: • Started by pressure mapping thousands in R&D • Phase 2: • Finds a “best fit” to the ideal mattress within its product lineup based on how your body pressure maps • Based on pressure mapping data set at in-store POP kiosk • Customer enters weight • Location of aches and pains • Whether wakes up stiff • The system prepares a mattress recommendation • Phase 3: • Pitches the POP system to retailers so retailers only use the POP with the manufacturer • The POP system travels with the retail mattress lineup • Uses the images of pressure mapping to attract attention vs. competitors • Phase 4: • Later moved to a more advanced POP kiosk where a computer generated person greets you at the door

  16. Profile: ■ Retailer■ Sells 2 lines of free standing mattresses in strip mall Case Study #4 • One pressure mapping system per site • Presented customers with two mattress styles – one soft mattress, one firm mattress around a central computer kiosk • Customer lies on back/side • Very few moved down to lower value mattress • Average unit sales value went up ≈40% • ≈40% customers also moved up to higher value units

  17. Summary of Best Practices Eliciting “buy in”: • Identify who will be your project champion / team members • Prepare in-house “how to use pressure mapping” information (Vista can provide input) • Invite store managers to a “get to know pressure mapping” meeting (Vista can facilitate) • Designate a few (5-10) pilot stores • Define trial period (3+ months) • Reconvene store managers for post trial period debrief

  18. Summary of Best Practices Develop elements of the marketing campaign: • Name the pressure mapping system, e.g.: -“The Comfort Selector” -“The Mattress Selector” - “The Comfort Test” • Name the marketing campaign: • -“Project Sleep Easy” • -“Have you been pressure mapped?” • -“Tired of a restless sleep?” • -“Wake up refreshed”

  19. Summary of Best Practices Develop elements of the marketing campaign: • External communications: • -Flyers • -Website • -Advertising • -Determine what may be on offer, e.g. more robust satisfaction guarantee • Sample advertising that addresses complaints: • -More restful sleep • -Irritability • -Back pain • -Sore muscles

  20. Summary of Best Practices Develop elements of the marketing campaign: • In marketing materials, demonstrate what an excellent surface pressure maps like vs. another • Include the side lie Inferior surface Superior surface

  21. Summary of Best Practices Develop elements of the marketing campaign: • In-house promotional material: -Storefront displays -Tent cards visible throughout the store -Large screen TV’s -Integrate it with your branding/corporate identity -Give employees buttons to pique customer interest “Have you been mapped?”, “Ask me about pressure mapping” -Place your brand identity on the mat (e.g. Try me!)

  22. Summary of Best Practices Develop Clear Instructions for RSAs: E.g. Narrow the choices down to three mattresses and then use pressure mapping If customer leaving, what should the RSA do? Give customers a printout of pressure map with sales person name card

  23. Summary of Best Practices Develop Clear Instructions for RSAs: “Now that you’ve narrowed it down to two mattresses, we have a sensing pad that can guide you to mattress selection. Can I show you”? “We have a system that can help you make a more objective decision” “We have a pressure mapping system that can help take the guesswork out of your decision” “Can I show you a tool we have to help you choose a better mattress? “Can I show you our latest “comfort selector”. This is the same technology used for two decades in the healthcare sector to prevent pressure sores” “Pressure points cause discomfort. Can I show you where you are receiving more and less pressure?” “Pressure points may interrupt your sleep cycles. Can I show you a tool for assessing your pressure points?” “Pressure mapping can show you which mattress provides the most support and minimizes pressure.”

  24. Summary of Best Practices Develop Clear Instructions for RSAs: • Consider what criteria RSAs will highlight for customer. E.g. better mattress is one: -With lower average pressure -Increased body contact with the mattress (i.e. sensing area) -Fewer peak pressure areas -Higher “comfort” index

  25. Summary of Best Practices ROI Performance Metrics: • Define your performance metrics • Measure the before / after: • Conversion rates • Average sale price • Profitability per store • Number of returns • Let store managers know how it’s going (e.g. put metrics into the company newsletter or internal emails)

  26. Summary of Best Practices Refining Implementation: • Refine your implementation based on metrics • Decide which beds you will and will not pressure map (e.g. soft springs may map better than foam/Tempur-Pedic) • Develop incentives linked to pressure mapping. Customers that use pressure mapping get free: -Pillow -Delivery -Comforter -Alarm clock -Reading light -10% discount on other in-store purchase

  27. Thank you.

More Related