The mattress purchasing decision can be a tough one for most consumers. A mattress purchase is usually one of the largest purchases a consumer makes outside of a home or vehicle and is one of the most important purchases. Does a consumer buy the manufactures’ brand, or do they buy the Store brand? Both are important choices.
In a recent study sponsored by Colonial LLC, 800 customers were surveyed. When asked, are you more loyal to the mattress brand or the store where you bought it, the results were almost even. Fifty-one percent said they bought based on the mattress brand and forty-eight percent said the store brand.
For mattress Loyalty customers, following are the key reason they buy their preferred brands.
- Tried it in the store
- Current own the brand
- Researched it on the internet
- Friend or family recommendation
- Brand advertising
- Saw an ad by the store
- Sale person recommended
- Read reviews
For those customers loyal to stores, these are the key reasons to buying in-store.
- Locally owned
- Great reputation
- Able to lie on the bed
- Knowledgeable salespeople
- Lower prices
With a sea of white boxes, customers are choosing the brand they trust. The top brands provide consumers comfort in knowing they are making a great choice for their sleeping habits and guarantees for the product. Online mattress companies have disrupted traditional brands based on convenience, trial periods, return policies and warranties. With this only being 25% of the market, brands are still most important to consumers.