David Perry — Furniture Today, November 14, 2012
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Romancing the mattress is a smart way to boost bedding sales, some bedding observers say. After all, the mattress plays a starring role in many bedroom romance stories.
Despite a couple of notable efforts in this area – Leggett & Platt’s romantic innerspring push and Sealy’s Afterglow campaign come quickly to mind – the industry doesn’t do a good job of promoting romantic messages, bedding veterans contend.
These survey findings could add fuel to bedroom fires, so to speak. They show that a comfortable mattress is said to be very important in creating a romantic environment by 43% of consumers – the same number who say a clean bedroom is the key to his or her heart. Comfy sheets are not far behind, favored by 41% of the consumers with romance on their mind. And pillows, cited by 37% of respondents, also have a romantic role to play.
The good news here is that three of those top four romantic elements are products offered by mattress retailers: Mattresses, of course, and sheets and pillows. We see the outlines of some strong retail ad campaigns here. At the very minimum, Valentine’s Day would seem to be made to order for romance-oriented mattress promotions.
Key take-away
Cleanliness is one key to creating a romantic environment. Another is a good mattress, with nice sheets and pillows, of course.