We have seen the differences in the Storewide Ad since adding Comfort by Color. Why - in your own words - is it helpful to introduce the Storewide Ad to our customers? What tips can you share for utilizing the Storewide Ad?
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3 comments:
Well why not? I heard they look great! I can't wait to use it. It is very important for the external message to be consistent with the internal message. It will reflect the savings the customers has in a non confusing way. The new store wide ad is yet another tool we need to use to give our customers the experience they deserve.
The SWA is a literal demonstration of the savings opportunity for customers, one that they can find for themselves. In adding CbC to the SWA, the SWA becomes less of a “propaganda” piece and more of a guide through the various beds. If she were to ask to be left alone, she can use the map to determine which bed is which. The new CbC SWA also demonstrates the differences in the brands that we carry, which I love the new pictures and demonstration logos including the picture of the bowling ball for Simmons, the picture of the hand imprint for Tempur-Pedic, etc. All of those little things will help her feel more like she can do this herself, without our help. In creating that feeling for the customer, we have another opportunity to become the guide and direct her to the perfect set for her needs.
At the moment, I’ve only worked with the SWA during training but I’m looking forward to incorporating it.
*Becka, team RED of Dallas North*
I had a customer in the other day and as I was explaining how the SWA worked in the Comfort by Color process the man cut me off and said, "Your store looks like a bag of Skittles". My first thought was "what a jerk", but I had an epiphany. I asked him have you yourself or have you ever seen someone get a bag of Skittles but only like one flavor? Instead of picking through the bag for pieces they like they dumped them out on a table and separated the flavor they liked the best. This is what Mattress Firm has done for you; we separated the color you liked so you would not have to dig through the bag to find your favorite. I then laid the SWA on the bed in front of him opened. The man looked at the SWA and then the store layout and shared my epiphany.
Dale Wolfe
Team Red Dallas North
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