Sales Tactics Mattress Retailers Use - Mattress Advertising Campaign
Be a Smart Consumer!
When shopping for a new mattress today we need to be smart consumers so not to be taken advantage of by retailers who will do anything to sell us their products. Being aware of the 'tricks of the trade' so to speak will help you get one leg up on these stores.This article will explore several of the sale tactics mattress retailers use on the consumer.
A smart consumer is an educated consumer. One who does their homework before they go out to the store. One who is doing what you're doing right now in researching first which is the best strategy. Statistics tell us that about 85% of consumers pre-shop and research products online before going to retail stores. This will give you a fairly good idea of what is out there to choose from and a good idea about the pricing of mattresses. There are so many choices for mattresses today as far as materials, styles and comfort levels. So, the whole idea behind this article is to remember -"If it looks too good to be true – Watch Out!" These retailers know what to say, when to say it and how to say it as their job is to get you into their store.
Supermarket Sales Are Easy!
We are more or less all conditioned to the sales in a super market due to the fact that we shop for groceries regularly. Most people who food shop are pretty much aware of the prices of canned goods, meats, fruits and vegetables. When you study a flyer and a particular item that you purchase on a regular basis has come down in price you are more apt to pick it up because of the savings. Let's face it, we all know how to use the .50 Off coupon! You get the idea.
What is a 50% Mattress Sale?
Mattresses on the other hand are not grocery items and we're not in a mattress store every week therefore, we have to contend with the bombardment of daily mattress promotions. When you see advertisements in the newspaper, commercials on television or radio of a mattress store having a 50% off sale what immediately comes to your mind? Do you really believe that they are taking 50% off that product? Think about it for a second. If they're taking 50% off that product, how do they make money? So, the bottom line is very simple – They can't! These department stores, bedding stores, furniture stores and any other places that sell mattresses have to pay top dollar for advertising. It costs them thousands and thousands of dollars to get you into their store to buy their products. Who pays for that advertising? Ultimately – the consumer pays for this. So, the best way to fool you is to develop a sure fired marketing campaign using words and images that will get your eyes and ears excited so that you will want to visit their store. Then, in order to have this sale they double the price, call it a 50% off sale. And do you know what? It works! Many people see those ads and can't wait to get to the store to take advantage of them. Don't fall for this type of sale.
Please take the following poll.
Do you believe in advertised mattress sales?
Shopping for a Sale
How Are Mattresses Priced in a Department Store?
I was pricing mattresses in a bedding store one particular day and studied the prices of a national name brand mattress and wrote them down. I then proceeded to go down to a nearby department store where they had the same mattresses on display so that I could compare prices. To my amazement I found the prices of the same exact mattresses higher in price by $300-$700 per mattress set.
In the previous bedding store I was told that their prices were set by the manufacturer (MMAP) and that you wouldn't find any store that would have these at a lower price.
Having never purchased a mattress in a department store before I thought I would test the system and role-play as a customer in that store. I let the salesperson try to sell me. I asked many questions to see if this mattress expert could answer them for me and just as I suspected this particular person was not knowledgeable about any of the mattresses on the floor. She just avoided the questions and instructed me to lay down and find the right one for me. My questions were very simple, they had to do with construction at the mattress, materials, warranty and how like to get it delivered. What this person was all about had to do with the special card that I could open up with the store to get a reduced price on the set that I liked
The salesperson explained this very well. And I quote: "If you open an account with our store then we will give you an additional 30% off our sale price of that mattress set." These sales people get a pretty good commission if they can get a customer to open a new card with that store. So that's their angle! The selling of new accounts for the department store instead of the salesperson providing the customer with good reliable information about the product is the emphasis here. Needless to say if I was an educated consumer I would not be buying a bed from this particular store. The consumer wants to buy from the salesperson that they trust and they know they're going to get good service.
Low Price Mattress Sales!
Mattress retailers will frequently advertise a low-end priced mattress set. When a customer comes into the store to see this mattress, however, sales people are told to sell them something higher in price. Many customers are told that that model is sold out. Some people call this 'bait and switch' and in many cases, this product is very difficult, if not impossible, to purchase. These low-priced ads are simply used to bring you into their store. Also, the quality of this mattress is usually not very high.
What is MMAP?
Not too many consumers know what MMAP is today. And you don't really find out about this until you're in a retail store when the salesperson explains it to you and even then you might find it hard to believe. MMAP means: Minimum Manufacturers Advertised Pricing. This means that the minimum selling price is suggested by the manufacturer and agreed-upon by the retailers who choose to carry and sell the product. Now there are two points about this. First, not all retailers are going to be on board with this program so you might find that they will do anything to get the sale and they may even bump the price down a few dollars lower to take you away from another retailer. In this case you need to weigh the difference between good service and saving a few dollars. Let's say you are in one mattress store and up until the price issue of this mattress you were treated well and having a great experience at this place but just want to go out and check out another store. At the next store there was a little shadiness in the presentation of the salesperson but they were willing to get you that mattress set at a lower price than the MMAP the other stores are giving you. If it was me I would be going with the store that's going to give me the service and not worry about a few dollars.
A great tool that retailers use to get you to buy 'now', is to offer free financing. Whereas this could be a great option for you as the consumer there is always a hidden catch. The catch here is that the finance company is willing to float you a short term loan, interest free with the hopes that you will be delinquent on just one of the payments. If you are then you will be charged the full amount of the back interest on top of the loan. The interest charged on this type alarm is usually 30%.
Free Box Springs!
There are some retail stores that will advertise free box springs with the purchase of the mattress. Be very careful with these because there are two types of boxsprings. A foundation box spring which is basically four walls of thin wood with nothing in the box but to support the mattress. The other type of boxspring is made with steel supporting the mattress from side to side and head to toe. If this retailer is going to give you a free boxspring you had better believe that they will give you a cheap unsupported wood foundation box spring. For more on how important a boxspring is click here.
This is another tactic to get you to buy from them. A tactic that really works to get you into the store. Why? Because consumers many times don't read the fine print or listen to the fast talking person on the radio. Don't fall for this because nothing is free here. To deliver a mattress set to you it takes two men, a big truck, gas and time to do these deliveries. Most places that advertise free delivery have already factored it in the price of the bed. A store that shows you up front on the price tag what the delivery charge is, may possibly wave the charge if you press the issue with the salesperson. Then, you know that you got free delivery.
I hope this article has been helpful to you. Again, it was designed to point out the many tactics mattress retailers who use through advertising and marketing to get you to buy their products. Just remember not to fall into their traps.
Let me know what you think!
© 2015 Reginald Thomas