Transcript PRACTICAL PRESSURE MAPPING

Successful Implementation of Pressure
Mapping in Your Retail Store
Date: 8 February 2010
Prepared by: Richard Marusyk
Why Mattress Retailers
Pressure Map (1/2)
Financial reasons:
• Increase floor traffic
• Increase conversion ratio
• Increase average sale price
• Decrease returns
• Differentiate from competitors
Why Mattress Retailers
Pressure Map (2/2)
Other reasons:
• Help customers decide
• Build salesperson-customer trust
• Provide objective visual evidence
Validate purchase decision
Overcome Challenges to
Successful Implementation
Challenge
Details
Resistance
Sales force may say “I don’t need to pressure map”
Control
Control of sales pitch – autonomous vs. corporate
owned stores
Leadership
No internal champion
Instructions
Unclear/lack of guidelines for usage in-store
ROI metrics
Defining and tracking ROI performance metrics
Strategies for Successful
Implementation
1. Resistance –
“I don’t need to Pressure Map”
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Challenge of employee acceptance
Lack confidence
“New” technology
However, excellent results possible:
Performance Metrics (ROI)
Average mattress sales price
Conversion ratio
Return rate
Increased commissions
*Results vary by customer
Results*
Increased ≈ 75%
Increased from ≈ 15% to 70%
Decreased from ≈ 8% to 4%
Not available
2. Control –
Autonomous vs. Corporate Owned Stores
Retail Format
Tendencies
Likelihood of
Positive ROI
with Pressure
Mapping
• “Not invented here” mentality / lack of
1. Autonomous
2. Semi-autonomous/
Franchise
3. Corporate owned
“buy in”
• Inconsistent sales pitch between and
within stores
• Tracking ROI problematic
• “Buy-in” less critical for success
• Advantages of well structured sales pitch
• Easy for corporate to centrally track ROI
Lowest
Highest
3. Leadership Designate an Internal Project Champion
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To serve as a point of contact for retail stores
That understands the sales process
That understands pressure mapping
That can train newcomers
To serve as a point of contact for Vista
To refine implementation
To report on project ROI
This also needs to be done within each store
(likely the store manager)
4. Instructions –
Create Clear In-Store Instructions (1/2)
Where are you on the spectrum?
What will you advise your sales force?
Pressure Map
Some Customers
DISADVANTAGES:
■ Misses customers that would
benefit from pressure mapping
■ Possibility to lose a sale or up
sell to higher margin mattress
Pressure Map
50% of Customers
Pressure Map
All Customers
DISADVANTAGES:
■ Not all customers want to be
pressure mapped
■ Not all customers have the time
■ Some customers have strict budget
■ May be inappropriate for low end
mattress tier
4. Instructions –
Create Clear In-Store Instructions (2/2)
Assess customer needs
Mention pressure mapping early
Explain how it works
Invite those with 2-3 mattresses in mind
to pressure map
Close
Track sales (i.e. ROI)
5. Track ROI – 1/2
• Setting ROI performance metrics is critical.
Suggestions:
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Avg mattress sales price
Conversion ratio
Returns
Salesperson commission
• Track when pressure mapping used
• The number of customers you pressure map
may depend on:
• How easily pressure mapping integrates into your sales
“pitch”
• Tracking ROI and adjusting the % of people you
pressure map
5. Track ROI – 2/2
Performance
Metrics
Conversion ratio
Return rate
Key Questions
1.
2.
3.
How many people visit the store daily/weekly/monthly?
Of these, what percentage purchased a mattress?
After using pressure mapping, what percentage
purchase a mattress?
1.
2.
What % of customers return mattresses?
After pressure mapping, what percentage return
mattresses?
Average mattress 1.
sales price (or
avg. gross margin) 2.
Average mattress sales price before pressure
mapping?
Average mattress sales price after pressure mapping?
Compare results between pressure mapping stores and non-pressure mapping stores
Summary of Best
Practices
Eliciting “buy in”:
• Identify who will be your project champion / team
members
• Prepare in-house “how to use pressure mapping”
information (Vista can provide input)
• Invite store managers to a “get to know pressure
mapping” meeting (Vista can facilitate)
• Designate a few (5-10) pilot stores
• Define trial period (3+ months)
• Reconvene store managers for post trial period
debrief
Summary of Best
Practices
Develop elements of the marketing campaign:
• Name the pressure mapping system, e.g.:
-“The Comfort Selector”
-“The Mattress Selector”
- “The Comfort Test”
• Name the marketing campaign:
-“Project Sleep Easy”
-“Have you been pressure mapped?”
-“Tired of a restless sleep?”
-“Wake up refreshed”
Summary of Best
Practices
Develop elements of the marketing campaign:
• External communications:
-Flyers
-Website
-Advertising
-Determine what may be on offer, e.g. more
robust satisfaction guarantee
• Sample advertising that addresses complaints:
-More restful sleep
-Irritability
-Back pain
-Sore muscles
Summary of Best
Practices
Develop elements of the marketing campaign:
• In marketing materials, demonstrate what an
excellent surface pressure maps like vs. another
• Include the side lie
Inferior surface
Superior surface
Summary of Best
Practices
Develop elements of the marketing campaign:
• In-house promotional material:
-Storefront displays
-Tent cards visible throughout the store
-Large screen TV’s
-Integrate it with your branding/corporate identity
-Give employees buttons to pique customer interest
“Have you been mapped?”, “Ask me about pressure
mapping”
-Place your brand identity on the mat (e.g. Try me!)
Summary of Best
Practices
Develop Clear Instructions for RSAs:
• E.g. Narrow the choices down to three mattresses
and then use pressure mapping
• If customer leaving, what should the RSA do? Give
customers a printout of pressure map with sales
person name card
Summary of Best
Practices
Develop Clear Instructions for RSAs:
• “Now that you’ve narrowed it down to two mattresses, we have a
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sensing pad that can guide you to mattress selection. Can I show
you”?
“We have a system that can help you make a more objective decision”
“We have a pressure mapping system that can help take the
guesswork out of your decision”
“Can I show you a tool we have to help you choose a better mattress?
“Can I show you our latest “comfort selector”. This is the same
technology used for two decades in the healthcare sector to prevent
pressure sores”
“Pressure points cause discomfort. Can I show you where you are
receiving more and less pressure?”
“Pressure points may interrupt your sleep cycles. Can I show you a
tool for assessing your pressure points?”
“Pressure mapping can show you which mattress provides the most
support and minimizes pressure.”
Summary of Best
Practices
Develop Clear Instructions for RSAs:
• Consider what criteria RSAs will highlight for customer. E.g.
better mattress is one:
-With lower average pressure
-Increased body contact with the mattress (i.e. sensing area)
-Fewer peak pressure areas
-Higher “comfort” index
Summary of Best
Practices
ROI Performance Metrics:
• Define your performance metrics
• Measure the before / after:
 Conversion rates
 Average sale price
 Profitability per store
 Number of returns
• Let store managers know how it’s going (e.g. put
metrics into the company newsletter or internal emails)
Summary of Best
Practices
Refining Implementation:
• Refine your implementation based on metrics
• Decide which beds you will and will not pressure map
• Develop incentives linked to pressure mapping. Customers
that use pressure mapping get free:
-Pillow
-Delivery
-Comforter
-Alarm clock
-Reading light
-10% discount on other in-store purchase
Choose Appropriate
Package For Your Store
Standard Package
Pressure
Sensing
Bed Mat
Electronics
& Software
Training
Document
Training
on How to
Use
Optional Items
Wireless
Kit
Electronic
Display
Point-ofSale
Display
Branded /
Custom
Software
Standard In-Store
Package Includes
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2.
3.
4.
FSA bed mat
Software
Wireless accessories
Electronics pod:
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Stores electronic interface
module, wireless accessories,
and batteries
Hides all cables and wires
Conveniently “rolls up” so the
sensor mat can be rapidly used
to assess a different mattress
Easy-to-Use FSA Software
Save
Scan
Easy DVD player-like features
High Comfort
Index - more
evenly distributed
pressures
Option to type in mattress name,
price, client name, address, tel.,
email, other
Comfort Index rating system
helps client choose a mattress
Optional In-Store Package
1. Electronic displays
2. Point-of-Sale display
trolley:
Optional In-Store Package
3. Customized software
Timeline
(month)
1
2
Sample Program Activities
• Purchase or lease one system
• Receive training and setup/install basics from Vista
• Designate project champion
• Install in one store and become familiar
• Identify pilot program stores
• Establish performance metrics (conversion rates, avg. sales price, etc.)
• Draft usage/training guidelines (from how to integrate into the sales pitch to how
to record use of pressure mapping when ringing up a sale)
3
• Meet with pilot store managers seek input
• Refine usage/training guidelines
• Develop draft internal and external marketing communications (messaging for
brochures, tent cards, advertisements)
• Set launch date for pilot stores
4 -6
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6+
• Launch program in pilot stores
• Monitor performance
• Review performance metrics
• Pilot project debrief with store managers/salesperson feedback
• Refine training guidelines
• Finalize any outstanding marketing communications materials
• Launch program in additional stores
• Monitor performance
Thank you.