Successful Implementation of Pressure Mapping in Your Retail Store Date: 8 February 2010 Prepared by: Richard Marusyk.

Successful Implementation of Pressure Mapping in Your Retail Store

Date: 8 February 2010Prepared by: Richard Marusyk

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

Strategies for Successful Implementation

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

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• 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

Choose Appropriate Package For Your Store

Standard Package Optional Items

Pressure Sensing Bed Mat

Electronics & Software

Training Document

Training on How to

Use

Wireless

Kit

Electronic Display

Point-of-Sale

Display

Branded / Custom Software

Standard In-Store Package Includes

1. FSA bed mat2. Software3. Wireless accessories4. Electronics pod:

• Stores electronic interface module, wireless accessories, and batteries

• Hides all cables and wires• Conveniently “rolls up” so the

sensor mat can be rapidly used to assess a different mattress

Scan

Easy-to-Use FSA Software

Comfort Index rating system helps client choose a mattress

Option to type in mattress name, price, client name, address, tel., email, other

Easy DVD player-like features

Save

High Comfort Index - more evenly distributed pressures

1. Electronic displays

2. Point-of-Sale display trolley:

Optional In-Store Package

3. Customized software

Optional In-Store Package

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

Thank you.