Posted by: The Market Creative | Date added: Mon 12 Nov 2012
Manchester’s The Market Creative has developed a suite of educational in-store materials for The Fine Bedding Company following new research that shows consumers are “confused and overwhelmed” when shopping for new bedding.
According to observational research by The Market Creative, people feel confused over the vast range of products available when buying bedding. As a result, the shopper journey at The Fine Bedding Company has been simplified with the introduction of a new mattress topper sample unit, on-shelf messaging, pull-up banners and point of sale light boxes. A new Shop in Shop guide is also being produced for concessions to enable them to also maximise the customer experience.
Sue Benson, managing director at The Market Creative said: “We have observed how people interact and engage when shopping for bedding so that we could better understand the trigger points that turn browser into buyer. We found a whole lot of confusion as people tried to figure out whether they needed natural or synthetic fill, level of firmness or if they needed non allergenic products. To help simplify the decision making process, we have developed a set of marketing materials that will enable shoppers to purchase through a few short easy steps.”
The point of sale collateral has been trialled at Associated Independent Stores (AIS) in Solihull, where it received praise for its design and clear messaging. The POS has just been installed in most of The Fine Bedding Company’s House of Fraser concessions and will be rolled out across its independent retailers from late November 2012.
Claire Black, managing director at The Fine Bedding Company said: “The Market Creative has helped us to really understand our customers’ motivations to buy. There’s no doubt that the new materials will benefit both our independent and large high street retail partners as we look to create greater transparency in the category, helping to simplify bedding for shoppers.”
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