The SWA is the customer's guide through out the store. It confirms everything that we, as excellent salespeople, will say throughout our presentations regarding the best brands, and the comfort categories offered. It's also a great tool to send with those comparison shoppers who have to look around. They won't find such an easy approach to mattress shopping at another retailer!
Why the storewide ad? The ad is something that our customers can hold on to and it reaffirms the savings from our current sale. Our Ad is very professional looking, which gives even more validity to the Sales savings. The ad is also great for visual learners, so I point to the manufacturers logos on the front of the ad as I present the selection we have to choose from.
The new and visually improved Storewide Ad is a road map to the store. It provides the customer with all that we provide at our Mattress Firm locations. There are 2 "why's".
1. In introducing our customers to Mattress Firm, we can outline everything provided by our store right in front of them, occasionally pointing out locations within the store of where certain products are.
2. If you get a customer that just won't purchase anything on this visit, invite them to take a copy with them so that they can review our products and services at their leisure.
Nicole nad Ryan are so right right! The SWA is works just a guide for the customer, building confidence in our company and in helping them find what they're looking for. Going back to basics: if we remember learning SCORE and the reason behind each step, we can recall that we use the SWA for three specific reasons:
1) to provide the customer with an immediate overview of everything we have to offer...they don't need to shop anywhere else!
2) show the unique nature of our products/variety...who else has CbC?
3) And as Ryan talked about, it demonstrates credibility by showing our customers our information in PRINT!
It's a powerful tool...and now updated with CbC information on it, it's beauitufl and appeals to ALL consumer language skills!
Replenisher: you're not going to find a better deal anywhere else! Heaven Seeker: we're going to find the most comfortable bed to suit your style Inventor: we have the lastest in sleep innovations Specialist: we have a sleep solution for every sleep problem!
I agree with Cliff, the SWA is a Road Map of the store for the customers. I always pull the SWA out when the customers first walk in so that by time they find a feel, the ad shows them the savings off bat. The SWA illustrate the selection of beds we have, our firm guarantees, accessories and our exclusives. Plus it explains the Comfort by Color for those customers who are in a hurry and don't have time to talk.
These are all good examples of the "why" of the the SWA. We do gain such credibility with the way it is layed out. It backs up everything we are telling our customers, so its not a bunch of hogwash to them. I have found it a lot easier to navigate through than the old one.
The SWA validates everything that we as sales people talk about every day. It shows our products laid out in the ad just the way we have them laid out on the floor, by color. The SWA also shows our exclusives in one place which makes it easy for the customer to see how we are different from other retailers. Not only does this help with the overall Mattress Firm experience but it also gives the customer a tangible and attractive piece of advertising to use when, or if, they end up shopping somewhere else. Jeremy-2411
O man Seth... the question should be what ISN'T the Storewide Ad!! To me, it is a roadmap to the store that is a consistent and credible message to our customers. Of course we all know it shows the value with prices before the sale and builds legitimacy in that way. More importantly to me, it is like Earnhardt Sr.... THE INTIMIDATOR (to competitors). We've all seen people walk in our stores with those teeny tri-fold Factory ads. Well could you imagine the soiled pants of Factory employees when a customer walks in with our huge, colorful, and marked on ad?? I would imagine the defensive shields would go up immediately. It can also be a "buffer" between ourselves and the customer when they first walk in. It can help single ladies (target customers) feel a little more at ease pshychologically if that barrier is there between us and them. In short, storewide ad = good. John at 2410
THE SWA is a map for the customer to move about the store with ease.Once they have found what color they are and I have assisted them in finding the right mattress for them. The SWA will show the customer what great savings they are getting.
The SWA provides our customers with an excellent map and outline as to how our store is layed out, the brands we carry and our everyday low prices. It also builds credibility in the sale and helps to build urgency. This is part of the reason why the Introduction, Consultation and Comparison Center explinations are all important to the Mattress Firm experience. If we do not go over these then the SWA becomes a lot less useful because customers will not understand the prices, colors or our brands. So lets explain CBC, introduce the sale, use the SWA and show them how easy finding the perfect mattress can be! chris 2406
The SWA basically just provides validity to everything we say. It shows customers that our sale prices are true sale prices off of our everyday prices. It also points out all of our exclusives, advantages, etc.
The SWA is a "sales partner". Using this ad we can build trust with our customers. The ad validates our savings story regardless of the sale we are running, our new and easy CBC concept, our unbeatable assortment products and the best brands, our price range for everyone's budget, our guarantees in writing, and our one of a kind exclusives. Most everything we tell our customers is in the ad which gives us transperency allowing us to gain the customer's confidence. The SWA is a great tool and our competitors fear it when they see a customer walk in their door with it. Which is why it needs to be used with every customer every time!!
The SWA is a road map for success for us and our customers on our showroom floor. It actually gives all the info necessary to insure value in our current sale and narrows down our customers comfort by color with all our guarantees to go with it.It's actually a win win situation.
The store wide ad gives our customers a visualization about everything we say; from our comforts to our exclusives. It is also a great item for them review if they choose to go home and think about it, or shop our competition!
The SWA is a excellent "TOOL" for us, not only to verify the new color layout in the store, but physically showing the customer the savings that they are about to encouter. SWA is a great way to also "SHOW" the frames and PAB for some add on sales. By showing them the SWA we build customer confidence with their purchase. I forgot to mention another great way to introduce the x-sensor.
The storewide ad helps customer see the savings they are getting here. It shows them our guarantees in writing and is a great tool for mapping out the store. Most competitors have their stores tagged with a high price and drop price a little bit right away and then leave it up to the customer to haggle for the rest of the savings. Our storewide ad builds trust right away.
The SWA is an amazing advantage we have and need to use on every customer. As everyone has said, it validates what we say which gives the customer confidence that we are speaking the truth about all the savings. Everything that the customer needs to know is basically in the AD. And if the the customer should walk, it's a great reminder and easy to find, as apposed to a business card.
I thinknthe biggest advantage of the SWA is to serve as a reminder. Everything you tell a customer is going to be in the SWA in some fashion or another. So, if you have that customer that does walk, make sure that they understand CBC, financing, brands, exclusives, PAB, frames, pillows, and delivery...All of which are in the SWA. If you use it correctly, the SWA is the key to MATTRESS FIRM.
Why the SWA huh? Why apple pie? Why hitting the lottery? Why Sooner sports?
Because they're all awesome, that's why! It's borderline un-American not to like these things.
Seriously though, the SWA is guide for the customer. It puts our whole store on paper taking away any overwhelmed feeling our customers may have. From the CBC, Xsensor, guarentees, to any and every thing...it all matches up from floor to paper, paper to floor. They are also a point of validation and credibility for us. "Here's what we have and we're not afraid to show it." It's just one more thing to make it EASY for our customers.
Not many retailers have guides to the layout of their stores. Can you imagine walking aimlessly through Disney World with no guide? Can you imagine the time you would waste, and all the magical things that place offers that you would miss out on??
Our specific vision with CbC is to create an experience that is fun, exciting, new, and easy when customers come in our store. With all that we offer listed up front, customers will not feel like they are missing out on something or like something hasn't been offered to them. It is all right there for them to see!! Also, when a customer sees a price up front, it lowers the odds that they will try to "haggle" with you, or get a deal. Do you ever hear of people asking for "discounts" in Department stores or grocery stores. No! That is because the prices are clear and out front. When customers see the price, that is more likely what they expect to pay.
The SWA is made of quality material, and you can tell that it is not inexpensive. It is important for EVERY customer to leave with one of these in their hand - buying or not. Why? FREE ADVERTISING, HELLO!??? If a friend or relative sees this beautiful ad in their car or home, they are more likely to gain BRAND recognition with Mattress Firm, and maybe start up a conversation about our stores!!!
We all know word of mouth is the best advertisement and we can promote this by creating an unparalleled buying experience for every customer, and sending those SWA's out the door with them!!!
The SWA validates everything that we preach to our customers. It clearly shows savings, guarantees, and exclusives that no one esle has. It also sets us apart from every other mattress retailer. It's professional looking and very easy to follow. I think that it's one of our most important tools that we have.
The SWA is an invaluable weapon in our arsenal. It is a road map to our stores for the customer. It backs up, in print, everything we talk to them about. It features cbc, our products, exclusives and guarantees. On top of that it legitimizes our sales! When we can show our customer our normal price in the SWA vs. our sale price on the floor, it gives them incentive to buy today.
Tell me and I'll Listen.... Show me and I'll Learn.... INVOLVE ME AND I'LL BUY....
Thats what this is all about. I read thru all your comments, and you are right on. It is a tool, and helper, and confirmation about all the great things we talk about. It truly validates everything we stand for, our company, our buying process and our dedication to finding the right bed for each and every customer.
The swa is the road map to our store. No other Mattress store can match what we offer, and we put it in writing.(and color) It is a very professional ad that the customer can take with them. It will only make are competion look bad.
The SWA is not only a great tool for showing customers the savings opportunity availiable with the current sale, but also a great tool for introducing CBC. It has everything you need to introduce each comfort catagory as well as all the brands we carry.
The SWA is an evolutionary being. We have seen this tool morph and conform to each new program we have installed. And each time it changes, it gets better!
The why behind the SWA is simple. Ease of navigation and being a visual tool for the customer to simplify matters and show value. With assistance from us the customer can visually see price points for their color and see the vastness of selection. Moreover, we can make the shopping experience less stressfull by narrowing down selection for the customer by crossing out beds that they do not like or are out of their budget. This in turn helps to eleviate some of the burden of picking one mattress out of 60 plus mattresses that are available.
This tool also shows our professionalism because of the quality of the print. Look at most other retailers in our industry and their ads are mundane, two colors, and just blah. Ours is colorful sectionalized by comfort by color and gives our consumers visual pictures of our exclusives that we can emphasize by circling and drawing a line to their selection/s.
This tool is also very valuable to us as salespeople. It gives us credibility when we are selling the sale. We can visually show the customer the whole dollar amounts of savings they are getting from the sale. Moreover, when a customer takes this ad into a competitor, they freak out or bash us making them lose credibility and create the b-back we like, the one that comes back.
And that my friends is how you debate the why behind the SWA.
Sorry my post was late. I am a moron and forgot to post before my days off.
The Storewide Ad is a wonderful tool we have and should use on every customer. The value of what we say to what we have increases a great deal which gives the customer confidence that we are speaking the truth about all the savings. Everything that the customer needs to know is basically in the AD. And if the customer should walk, it's a great reminder to the savings we have here.
The Storewide Ad endorses everything that we as sales rep. talk about. By showing our products laid out it show our comfort by color process. The Storewide Ad also shows our exclusives in one place. This makes the Mattress Firm experience more enjoyable to the customer with a tangible tool, which make the shopping experience fun.
32 comments:
The Why behind the SWA...this is an interesting topic and I am excited to hear what you all come up with!
Seth
The SWA is the customer's guide through out the store. It confirms everything that we, as excellent salespeople, will say throughout our presentations regarding the best brands, and the comfort categories offered. It's also a great tool to send with those comparison shoppers who have to look around. They won't find such an easy approach to mattress shopping at another retailer!
Nicole Hayes - 2411
Afton Ridge
Why the storewide ad? The ad is something that our customers can hold on to and it reaffirms the savings from our current sale. Our Ad is very professional looking, which gives even more validity to the Sales savings.
The ad is also great for visual learners, so I point to the manufacturers logos on the front of the ad as I present the selection we have to choose from.
Ryan 2406
The new and visually improved Storewide Ad is a road map to the store. It provides the customer with all that we provide at our Mattress Firm locations. There are 2 "why's".
1. In introducing our customers to Mattress Firm, we can outline everything provided by our store right in front of them, occasionally pointing out locations within the store of where certain products are.
2. If you get a customer that just won't purchase anything on this visit, invite them to take a copy with them so that they can review our products and services at their leisure.
Cliff
S.M. 5213
Nicole nad Ryan are so right right! The SWA is works just a guide for the customer, building confidence in our company and in helping them find what they're looking for. Going back to basics: if we remember learning SCORE and the reason behind each step, we can recall that we use the SWA for three specific reasons:
1) to provide the customer with an immediate overview of everything we have to offer...they don't need to shop anywhere else!
2) show the unique nature of our products/variety...who else has CbC?
3) And as Ryan talked about, it demonstrates credibility by showing our customers our information in PRINT!
It's a powerful tool...and now updated with CbC information on it, it's beauitufl and appeals to ALL consumer language skills!
Replenisher: you're not going to find a better deal anywhere else!
Heaven Seeker: we're going to find the most comfortable bed to suit your style
Inventor: we have the lastest in sleep innovations
Specialist: we have a sleep solution for every sleep problem!
How amazing!!
-Carina, Miami - South
I agree with Cliff, the SWA is a Road Map of the store for the customers. I always pull the SWA out when the customers first walk in so that by time they find a feel, the ad shows them the savings off bat. The SWA illustrate the selection of beds we have, our firm guarantees, accessories and our exclusives. Plus it explains the Comfort by Color for those customers who are in a hurry and don't have time to talk.
Brittany- Miami South
These are all good examples of the "why" of the the SWA. We do gain such credibility with the way it is layed out. It backs up everything we are telling our customers, so its not a bunch of hogwash to them. I have found it a lot easier to navigate through than the old one.
Antwan-2405
The SWA validates everything that we as sales people talk about every day. It shows our products laid out in the ad just the way we have them laid out on the floor, by color. The SWA also shows our exclusives in one place which makes it easy for the customer to see how we are different from other retailers. Not only does this help with the overall Mattress Firm experience but it also gives the customer a tangible and attractive piece of advertising to use when, or if, they end up shopping somewhere else.
Jeremy-2411
O man Seth... the question should be what ISN'T the Storewide Ad!! To me, it is a roadmap to the store that is a consistent and credible message to our customers. Of course we all know it shows the value with prices before the sale and builds legitimacy in that way. More importantly to me, it is like Earnhardt Sr.... THE INTIMIDATOR (to competitors). We've all seen people walk in our stores with those teeny tri-fold Factory ads. Well could you imagine the soiled pants of Factory employees when a customer walks in with our huge, colorful, and marked on ad?? I would imagine the defensive shields would go up immediately. It can also be a "buffer" between ourselves and the customer when they first walk in. It can help single ladies (target customers) feel a little more at ease pshychologically if that barrier is there between us and them. In short, storewide ad = good.
John at 2410
THE SWA is a map for the customer to move about the store with ease.Once they have found what color they are and I have assisted them in finding the right mattress for them. The SWA will show the customer what great savings they are getting.
Harold
The SWA provides our customers with an excellent map and outline as to how our store is layed out, the brands we carry and our everyday low prices. It also builds credibility in the sale and helps to build urgency. This is part of the reason why the Introduction, Consultation and Comparison Center explinations are all important to the Mattress Firm experience. If we do not go over these then the SWA becomes a lot less useful because customers will not understand the prices, colors or our brands. So lets explain CBC, introduce the sale, use the SWA and show them how easy finding the perfect mattress can be!
chris
2406
The SWA basically just provides validity to everything we say. It shows customers that our sale prices are true sale prices off of our everyday prices. It also points out all of our exclusives, advantages, etc.
Andrew- 2406
The SWA is a "sales partner". Using this ad we can build trust with our customers. The ad validates our savings story regardless of the sale we are running, our new and easy CBC concept, our unbeatable assortment products and the best brands, our price range for everyone's budget, our guarantees in writing, and our one of a kind exclusives. Most everything we tell our customers is in the ad which gives us transperency allowing us to gain the customer's confidence. The SWA is a great tool and our competitors fear it when they see a customer walk in their door with it. Which is why it needs to be used with every customer every time!!
-Skip
Charlotte
2411
The SWA is a road map for success for us and our customers on our showroom floor. It actually gives all the info necessary to insure value in our current sale and narrows down our customers comfort by color with all our guarantees to go with it.It's actually a win win situation.
Jermaine Davis
2404
The store wide ad gives our customers a visualization about everything we say; from our comforts to our exclusives. It is also a great item for them review if they choose to go home and think about it, or shop our competition!
Jaime, #2408
The SWA is a excellent "TOOL" for us, not only to verify the new color layout in the store, but physically showing the customer the savings that they are about to encouter. SWA is a great way to also "SHOW" the frames and PAB for some add on sales. By showing them the SWA we build customer confidence with their purchase. I forgot to mention another great way to introduce the x-sensor.
GO SWA aka "THE MATTRESS FIRM BIBLE"
Geoff
Store 2403
Using the SWA validates everything that we tell our customers. It provides a guide for the shopper and makes the current sale legitmate.
Lisa
2410
The storewide ad helps customer see the savings they are getting here. It shows them our guarantees in writing and is a great tool for mapping out the store. Most competitors have their stores tagged with a high price and drop price a little bit right away and then leave it up to the customer to haggle for the rest of the savings. Our storewide ad builds trust right away.
Byron
The SWA is an amazing advantage we have and need to use on every customer. As everyone has said, it validates what we say which gives the customer confidence that we are speaking the truth about all the savings. Everything that the customer needs to know is basically in the AD. And if the the customer should walk, it's a great reminder and easy to find, as apposed to a business card.
-Joe
Queen City Rocks
I thinknthe biggest advantage of the SWA is to serve as a reminder. Everything you tell a customer is going to be in the SWA in some fashion or another. So, if you have that customer that does walk, make sure that they understand CBC, financing, brands, exclusives, PAB, frames, pillows, and delivery...All of which are in the SWA. If you use it correctly, the SWA is the key to MATTRESS FIRM.
ced
Why the SWA huh?
Why apple pie?
Why hitting the lottery?
Why Sooner sports?
Because they're all awesome, that's why! It's borderline un-American not to like these things.
Seriously though, the SWA is guide for the customer. It puts our whole store on paper taking away any overwhelmed feeling our customers may have. From the CBC, Xsensor, guarentees, to any and every thing...it all matches up from floor to paper, paper to floor. They are also a point of validation and credibility for us. "Here's what we have and we're not afraid to show it." It's just one more thing to make it EASY for our customers.
Patt G. in the QC
Not many retailers have guides to the layout of their stores. Can you imagine walking aimlessly through Disney World with no guide? Can you imagine the time you would waste, and all the magical things that place offers that you would miss out on??
Our specific vision with CbC is to create an experience that is fun, exciting, new, and easy when customers come in our store. With all that we offer listed up front, customers will not feel like they are missing out on something or like something hasn't been offered to them. It is all right there for them to see!! Also, when a customer sees a price up front, it lowers the odds that they will try to "haggle" with you, or get a deal. Do you ever hear of people asking for "discounts" in Department stores or grocery stores. No! That is because the prices are clear and out front. When customers see the price, that is more likely what they expect to pay.
The SWA is made of quality material, and you can tell that it is not inexpensive. It is important for EVERY customer to leave with one of these in their hand - buying or not. Why? FREE ADVERTISING, HELLO!??? If a friend or relative sees this beautiful ad in their car or home, they are more likely to gain BRAND recognition with Mattress Firm, and maybe start up a conversation about our stores!!!
We all know word of mouth is the best advertisement and we can promote this by creating an unparalleled buying experience for every customer, and sending those SWA's out the door with them!!!
Go get 'em!!!
~ Milcah Ray~
Area Manager
Miami - South
The SWA validates everything that we preach to our customers. It clearly shows savings, guarantees, and exclusives that no one esle has. It also sets us apart from every other mattress retailer. It's professional looking and very easy to follow. I think that it's one of our most important tools that we have.
David W.
2404
The SWA is an invaluable weapon in our arsenal. It is a road map to our stores for the customer. It backs up, in print, everything we talk to them about. It features cbc, our products, exclusives and guarantees. On top of that it legitimizes our sales! When we can show our customer our normal price in the SWA vs. our sale price on the floor, it gives them incentive to buy today.
Jon
Charlotte
Tell me and I'll Listen....
Show me and I'll Learn....
INVOLVE ME AND I'LL BUY....
Thats what this is all about. I read thru all your comments, and you are right on. It is a tool, and helper, and confirmation about all the great things we talk about. It truly validates everything we stand for, our company, our buying process and our dedication to finding the right bed for each and every customer.
Kevin Thompson
The swa is the road map to our store. No other Mattress store can match what we offer, and we put it in writing.(and color) It is a very professional ad that the customer can take with them. It will only make are competion look bad.
Above comment from Matt 2409
The SWA is not only a great tool for showing customers the savings opportunity availiable with the current sale, but also a great tool for introducing CBC. It has everything you need to introduce each comfort catagory as well as all the brands we carry.
David Norris - 2404
Pineville
The SWA is an evolutionary being. We have seen this tool morph and conform to each new program we have installed. And each time it changes, it gets better!
The why behind the SWA is simple. Ease of navigation and being a visual tool for the customer to simplify matters and show value. With assistance from us the customer can visually see price points for their color and see the vastness of selection. Moreover, we can make the shopping experience less stressfull by narrowing down selection for the customer by crossing out beds that they do not like or are out of their budget. This in turn helps to eleviate some of the burden of picking one mattress out of 60 plus mattresses that are available.
This tool also shows our professionalism because of the quality of the print. Look at most other retailers in our industry and their ads are mundane, two colors, and just blah. Ours is colorful sectionalized by comfort by color and gives our consumers visual pictures of our exclusives that we can emphasize by circling and drawing a line to their selection/s.
This tool is also very valuable to us as salespeople. It gives us credibility when we are selling the sale. We can visually show the customer the whole dollar amounts of savings they are getting from the sale. Moreover, when a customer takes this ad into a competitor, they freak out or bash us making them lose credibility and create the b-back we like, the one that comes back.
And that my friends is how you debate the why behind the SWA.
Sorry my post was late. I am a moron and forgot to post before my days off.
Preston Downs
2412 'Da Rock Heezy
The Storewide Ad is a wonderful tool we have and should use on every customer. The value of what we say to what we have increases a great deal which gives the customer confidence that we are speaking the truth about all the savings. Everything that the customer needs to know is basically in the AD. And if the customer should walk, it's a great reminder to the savings we have here.
-Ronnie
The Rock
The Storewide Ad endorses everything that we as sales rep. talk about. By showing our products laid out it show our comfort by color process. The Storewide Ad also shows our exclusives in one place. This makes the Mattress Firm experience more enjoyable to the customer with a tangible tool, which make the shopping experience fun.
Ronnie 2412
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