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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
Other reasons:
• Help customers decide
• Build salesperson-customer trust
• Provide objective visual evidence Validate purchase decision
Why Mattress Retailers Pressure Map (2/2)
Overcome Challenges to Successful Implementation
Challenge DetailsResistance Sales force may say “I don’t need to pressure map”
Control Control of sales pitch – autonomous vs. corporate owned stores
Leadership No internal champion
Instructions Unclear/lack of guidelines for usage in-store
ROI metrics Defining and tracking ROI performance metrics
1. Resistance – “I don’t need to Pressure Map”
Performance Metrics (ROI) Results*
Average mattress sales price Increased ≈ 75%
Conversion ratio Increased from ≈ 15% to 70%
Return rate Decreased from ≈ 8% to 4%
Increased commissions Not available
*Results vary by customer
• Challenge of employee acceptance• Lack confidence• “New” technology• However, excellent results possible:
2. Control – Autonomous vs. Corporate Owned Stores
Retail Format Tendencies
Likelihood of Positive ROI
with Pressure Mapping
1. Autonomous
• “Not invented here” mentality / lack of “buy in”
• Inconsistent sales pitch between and within stores
• Tracking ROI problematic
Lowest
2. Semi-autonomous/
Franchise
3. Corporate owned
• “Buy-in” less critical for success
• Advantages of well structured sales pitch
• Easy for corporate to centrally track ROI Highest
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)
4. Instructions – Create Clear In-Store Instructions (1/2)
Pressure Map Some Customers
Where are you on the spectrum?What will you advise your sales force?
Pressure Map All Customers
Pressure Map 50% of 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 wouldbenefit from pressure mapping
■ Possibility to lose a sale or upsell to higher margin mattress
Assess customer needs
Mention pressure mapping early
Invite those with 2-3 mattresses in mind to pressure map
Explain how it works
Close
Track sales (i.e. ROI)
4. Instructions – Create Clear In-Store Instructions (2/2)
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
5. Track ROI – 2/2
Performance Metrics
Key Questions
Conversion ratio
1. How many people visit the store daily/weekly/monthly?
2. Of these, what percentage purchased a mattress?
3. After using pressure mapping, what percentage purchase a mattress?
Return rate
1. What % of customers return mattresses?
2. After pressure mapping, what percentage return mattresses?
Average mattress sales price (or avg. gross margin)
1. Average mattress sales price before pressure mapping?
2. Average mattress sales price after pressure mapping?
Compare results between pressure mapping stores and non-pressure mapping stores
Case Study #1Key advantage:
• Strong performance metricsPhase 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%
Profile: ■ Retail chain store ■ Carries multiple mattress lines■ Mattress manufacturing capability
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
Case Study #2Profile: ■ Manufacturer■ All stores are corporate owned/ no
competitors in-store■ Mattresses are air adjustable
Case Study #3 • 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
Profile: ■ Manufacturer■ Owns no stores
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
Profile: ■ Retailer■ Sells 2 lines of free standing mattresses in strip mall
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
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”
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
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
Superior surfaceInferior surface
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!)
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
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.”
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
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)
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
Timeline (month)
Sample Program Activities
1
• Purchase or lease one system
• Receive training and setup/install basics from Vista
• Designate project champion
• Install in one store and become familiar
2
• Identify pilot program stores
• Establish performance metrics (conversion rates, avg. sales price, etc.)
• Draft usage/training guidelines (from how to integrate into the sales pitch to how to record use of pressure mapping when ringing up a sale)
3
• Meet with pilot store managers seek input
• Refine usage/training guidelines
• Develop draft internal and external marketing communications (messaging for brochures, tent cards, advertisements)
• Set launch date for pilot stores
4 -6 • Launch program in pilot stores
• Monitor performance
7
• Review performance metrics
• Pilot project debrief with store managers/salesperson feedback
• Refine training guidelines
• Finalize any outstanding marketing communications materials
6+ • Launch program in additional stores
• Monitor performance
