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

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Presentation on theme: "Successful Implementation of Pressure Mapping in Your Retail Store Prepared for: Date:"— 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 Other reasons: Help customers decide Build salesperson-customer trust Provide objective visual evidence Validate purchase decision Why Mattress Retailers Pressure Map (2/2)

4 Overcome Challenges to Successful Implementation ChallengeDetails ResistanceSales force may say I dont need to pressure map ControlControl of sales pitch – autonomous vs. corporate owned stores LeadershipNo internal champion InstructionsUnclear/lack of guidelines for usage in-store ROI metricsDefining and tracking ROI performance metrics

5 Strategies for Successful Implementation

6 1. Resistance –I dont need to Pressure Map Performance Metrics (ROI)Results* Average mattress sales priceIncreased 75% Conversion ratioIncreased from 15% to 70% Return rateDecreased from 8% to 4% Increased commissionsNot available *Results vary by customer Challenge of employee acceptance Lack confidence New technology However, excellent results possible:

7 2. Control – Autonomous vs. Corporate Owned Stores Retail FormatTendencies 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 ROIHighest

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) 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 would benefit from pressure mapping Possibility to lose a sale or up sell to higher margin mattress

10 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)

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 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

13 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% Profile: Retail chain store Carries multiple mattress lines Mattress manufacturing capability

14 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 #2 Profile: Manufacturer All stores are corporate owned/ no competitors in-store Mattresses are air adjustable

15 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

16 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

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 Superior surfaceInferior 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 TVs -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 youve 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 its going (e.g. put metrics into the company newsletter or internal s)

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 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

28 Thank you.

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