With the growth of online shopping customers have access to more information on mattresses than ever before; however, many are still confused on what mattress to buy. That is what a new research study, commissioned by Colonial, found. Surveying consumers who recently bought a mattress from a retail store in-person or on their local store’s website, the study found that 60% of respondents felt that mattress buying was confusing. The study went on to explore which aspects of the process were confusing, where retailers typically go wrong—and what the consumers are really looking for.


In business, best practices are paramount to success. At Colonial, we are well versed in best practices to successfully market mattresses and are committed to making sure we help you reach customers and realize substantial sales. As an industry leader in marketing, we have identified rules that turn around marketing mistakes and help prevent future ones. In this article, we are highlighting two of these mistakes and how our rules can turn them around. 

Mattress Marketing Mistake #7: Your company approaches the mattress business with only the big picture in mind. A nice-looking mattress is what counts most, not the “little things” surrounding them. They believe customers are best captured with the overall look so being concerned with the details is not “time well spent.”  

At Colonial, we know that the little things are what help make impressions that drive sales. Without a doubt, a quality mattress that looks good on the outside it what customers want, but if your mattress is not presented in an effective manner, the impression you desire will not be made. Well-appointed mattress dressings, clear signage that highlights important marketing points and an overall attractive and eye-catching display will reinforce that you are offering a quality product that your prospective customers will look forward to learning about and purchasing. Little things really do matter, so that is why we always apply the rule, “the devil is in the details.”  

Mattress Marketing Mistake #9: Your company knows it is important to have quality mattress dressings, signage and other marketing materials, but is not as concerned with logistical matters once these selections are made. They trust that everything will arrive when it needs to and all will be well. 

In a perfect world, all orders are received and processed in a timely manner, they are shipped on time and arrive in good condition when promised. Experts know the key to all of this happening is sound logistics. Colonial has a strong command of logistics and is diligent in managing the coordination of all aspects involved with your mattress displays. We make sure that products are ordered correctly, packaged properly and shipped where and when they need to be shipped. We work hard to ensure all parts of the display arrive when the mattress samples arrive, and the display is assembled in a timely manner. We carefully manage all of the logistics so you can focus on selling your mattresses.  

At Colonial, we are committed to helping you market your mattresses in a clear, effective manner that helps you deliver strong sales and happy customers. We established our rules so clients know what to expect when working with us and to ensure we deliver results. We have 12 rules that we follow in our business and shared two in this article. We welcome the opportunity to share our other rules with you! 

As in all aspects of business, there are best practices that ensure success. This is also the case when it comes to marketing mattresses. Sometimes companies make mistakes that are easily remedied with a different approach. Last month we highlighted  examples of how our expert team at Colonial, LLC applies our rules to turn around mattress marketing mistakes. Since this topic seemed to be helpful to our readers, this month we are highlighting additional mistakes and how to turn them around.

Mattress Marketing Mistake #3: Your company believes that the past should be just that in the past. They do not think it is worth the time and energy to review anything that already happened, rather it is more important to focus only on the future

As the adage goes, hindsight is 20/20. It is only after something has happened that we can gain full knowledge, perspective and understanding. Reviewing the past can help us learn from mistakes and adjust strategies so they are more effective and give us greater opportunity for future success. For these reasons, we created the Rule — If you want to get ahead, start by looking backwards.

When you determine goals and objectives for new product designs, it is valuable to reflect on what worked and did not work in the past. Ask questions like, "what happened," "was it good or bad," "what does it mean," "what did you like about it," "what didn't you like about it," "why was that," "what would you do if you had the chance to do it all again what would you never do again?"

Data points gathered after analyzing past failures as well as successes are essential in formulating marketing strategies moving forward. You may discover that some customers did not like a particular aspect of a mattress dressing or they did not understand some of the signage. These things are easily changed and could help you significantly increase your bottom line. It is important to learn from past projects and programs so you can ensure future efforts meet success.

Mattress Marketing Mistake #4: Your company believes their reputation speaks for itself and does not believe it is important to roll out the red carpetwhen it comes to creating mattress displays for prospective customers.

From an early age, many people are told, “You only get one chance to make a first impression.” We believe this point holds true in relationships as well as in marketing mattresses, which is why we made it one of our 12 Rules — You only get one chance to make a first impression. If a customer’s attention is not easily captured when he/she approaches a marketing display, chances are low that a sale will be made. If a display makes a poor first impression, the customer will quickly turn away and never learn about your quality product.

A well-dressed bed complete with good-looking, quality fabrics, headboard and signage is more apt to capture and keep the attention of customers. It can pique their interest and encourage them to ask questions and take the time to learn more about your product. Bed displays that look inviting are pleasing to the eye and have what is referred to in the real estate industry as “curb appeal.” It is a well-known fact that homes with greater curb appeal make a great first impression and are sold faster. The same holds true for mattress displays.

At Colonial, we are committed to helping you market your mattresses in a clear, effective manner that helps you deliver strong sales and happy customers. We established our rules so clients know what to expect when working with us and to ensure we deliver results. We have 12 rules that we follow in our business and shared several in this article. We welcome the opportunity to share our other rules with you!

If you have ever experienced poor sleep due to a bad mattress, you know just how important a good mattress is to your quality of life. With so many types of mattresses in the marketplace, it is difficult to know how to choose the best one. It is important to effectively market mattresses so consumers know what you have to offer and how your mattress can meet their needs. Unfortunately, many companies make mistakes when marketing their mattresses, which means consumers never know if their mattresses are good options for them to consider. Here are several marketing mistakes we see made in the mattress industry and how our expert team at Colonial, LLC applies our rules to help turn them around.

Mattress Marketing Mistake #1: Your company believes the most important thing is to beat competitors on price. It is not important to show customers anything special about your mattresses since they just want a good deal.

Sadly, many people believe that price is the only thing that matters to customers. This could not be further from the truth. Sure, customers want a good deal, but they also expect quality products for their investment. When it comes to marketing mattresses, Colonial knows how important it is to follow their Rule — Stand out from the crowd.

When consumers shop for a mattress, the experience can be overwhelming. After all, at first glance all mattresses look alike, which is why some people may think price is the only thing that matters. Customers have many choices from which to choose in the mattress marketplace. At Colonial, we know it is important to make your products stand out from the competition. We have a talent for creating displays that make your products shine and highlight the unique aspects of what you have to offer consumers. We dress mattresses in a way that helps consumers quickly understand what the mattress has to offer them. We also make sure displays are designed to fit the unique selling strategy of your brand or store, allowing your products to stand out and be noticed and purchased.

Attract Customers with the Perfect Mattress Display

Chances are, you grew up hearing the familiar adage, “you only get one chance to make a first impression.” Research shows that judgements are made about people and products within the first seven seconds of being introduced to them. In a few seconds, people decide who you are and if they can trust you. At Colonial LLC, we know the importance of first impressions, which is why we are committed to designing mattress displays that fit the selling strategy of your brand or store, and make great impressions. Here are steps we take to create perfect mattress displays that help you increase sales and realize greater success.

Quality mattress dressing

A well-dressed mattress not only has strong curb appeal, but draws prospective buyers in to try them out and learn more. If a mattress looks good, consumers can easily visualize it in their home. We decorate mattresses with attractive comforters and shams, good pillows, headboards and footers. We keep in mind that clean, appealing dressings attract customers and convey a message of quality and comfort.

Effective product communication

Knowing how to present the right amount of information about a product in a clear, concise manner is paramount to effective marketing. Our displays present the ideal number of features, benefits and selling points in a way consumers can readily see and retain pertinent product information. The well-placed information prompts customers to ask probing questions, which helps salespeople discover customer needs and how their product meets those needs.

Eye-catching graphics

Clean, crisp packaging with displays helps make a positive impression about products. At Colonial LLC, we design and manufacture signage with eye-catching graphics to be placed at mattress displays and on advertising found throughout the store. Appealing graphics add to the perception of product quality, which helps establish trust with consumers and increases the chance a sale is closed.

Added touches for sensory marketing

Our five senses play an important role in many decisions we make on a daily basis. For example, a soft fabric can entice us to purchase a garment and the smell of coffee can make us crave an afternoon latte. A positive sensory experience can influence buying decisions, which is why we factor sensory touches into our displays. We add LED lighting around displays for a pleasant visual, quality linens that are pleasing to the touch and calming scents that evoke positive feelings.

At Colonial LLC, we know first impressions have a lasting impact when making buying decisions. We are proud to offer the highest quality mattress displays that make great impressions and allow your products to shine.

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. 

For those customers loyal to stores, these are the key reasons to buying in-store. 

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. 

LAS VEGAS — The 12th annual Ante4autism event, held Saturday night before the opening of the winter Las Vegas Market, drew the support of dozens of celebrities and raised $142,531.

The Apollo Jett Grand Champion of the event was Aaron Page, a dealer at the Red Rock casino in Las Vegas.

Colonial LLC was a sponsor of this event.

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536 Townsend Ave.
High Point, NC 27263
(336) 434-5600
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