Mattress customers still like to spend a few minutes lying on different models to gauge the right comfort, firmness and support for them. These are those things that cannot be experienced online. Customers believe that this tactile experience is crucial as what feels great in theory may not suit their body in reality.

In addition to the ability of physically experiencing the mattress, speaking with the experts to get the best fit and receiving immediate service also lure the customers towards mattress shopping at the retail stores. In fact, if the customers find that the product is available for the same price online and offline, they prefer to buy it from the brick-and-mortar stores rather than from the e-commerce websites. Thus, despite the tough competition from online mattress retail stores, the offline stores are surviving well by serving the growing mattress and related accessories like pillows, bed spreads etc. customer needs.

That said, here are few pointers that should be noted by the mattress retailers to ensure that the customers make a confirmed purchase decision when they come to their store. Well, we are talking about various factors that affect the customers’ decision to buy any mattress at the retail store.

  • Personal attention and guidance : The main reason behind customers opting to buy mattress at a retail store is the personal attention they get from the sales executive who answers all their queries. Most of the times, customers themselves do not know their exact requirement. In such a scenario, if a salesperson makes an effort to analyse and understand the customer mindset first and then gives solutions regarding what mattress product would be the best for them, then the customers feel satisfied. In fact, the presence of trained staff at the retails store can influence the mattress buying decision to a very large extent.
  • Sunil Borana, Owner, Wonder Sleep Mattress, notes, “A knowledgeable sleep specialist rather than mere salesperson who understand sleep patterns of its customers, addresses all their pain points and point out the material differences can help guide the customers toward the right fit.” In line with this, a survey done by The Sleep council states that 45 per cent of consumers rely on retail store staff for advice, especially when confused between various mattress types. So, getting immediate and personalized responses to all their queries generates trust and confidence and this lures customers to the mattress retail stores every time. Simply put, customer-centricity can play a major role which involves anticipating all needs and wants of customers, listening to them, delivering them before they ask anything and guiding them well throughout their journey from start to finish.
  • Visual appeal of the store : As soon as the customer enters any retail store, the first thing that catches his/her attention is the visual appeal of the store which is then followed by the products for which he/she has come to the store. The same goes for the mattress retail store as well. So, subtly, good visual appeal of the mattress store can induce the customer to make the mattress buying decision. So, definitely, the mattress retail store’s ambience, display and environment play a powerful role. A well-lit, clean, and inviting store layout encourages the customer to explore. Here, it is to be noted that various studies in retail psychology have showed that strategic product display can increase sales up to 30 per cent. A neat layout can encourage trials and ensures longer in-store engagement. That said, organized displays, correct mattress labelling stating all the details, and demo setups (with pillows and bedsheets) allow customers to better imagine the product in their home, making the mattress buying journey more immersive.
  • Physical presence is still considered trustworthy : In the mattress segment, seeing and touching the product adds a layer of psychological reassurance. Also trust plays a very significant role especially in Tier-2 and Tier-3 cities. Borana avers, “While the new generation may opt to buy the mattress online, the older or less tech-savvy generation like their parents still prefer to buy the mattress at the store as they trust the retailer more and have been buying from a particular store since a long time. Further, since they have developed a relationship with the retailer over time, it is easier for them to approach the retailer for service or warranty issues and this builds their confidence in the purchase. In fact, nearly 60 per cent of the Indian consumers still consider physical stores as more trustworthy than online channels for high-value items like mattresses.”
  • Variety is available and comparison is easy : Generally, retail stores offer a lot of variety as they keep multiple brands and mattress types and are always well-stocked. This variety gives the customers the power to compare on the basis of material and prices and this aids in their buying process. When they are able to see all the options side by side, they get clarity and are able to make a better purchase decision. As per a study conducted by Statista in 2023, “Indian mattress buyers compare at least three mattresses on an average before making a final purchase.”
  • Promotions, discounts and negotiability : As against the online shopping, in offline shopping, discount offers and promotion assume great importance as they lure the customers instantly. For example, a mattress customer enters the retail store with a defined need and may have a product image in their mind. However, as soon as they enter the store and find some products tagged as ‘Available on Discount’, they start doing reverse calculation and try to modulate their requirement as per the discounted mattress product. This is because discounts always attract customers and who would not want to save money if they can. So, price remains a major factor. Shoppers are also influenced by the seasonal sales, bundle offers (like free pillows or mattress protectors), financing plans, cashback, vouchers, extended warranty and the ability to negotiate. These offers  boost customer satisfaction and shopping experience at the mattress retail store. Saurabh Patwari, a 38-year old Charted Accountant, says, “When you are given special benefits at any store, you as a shopper feel content. Thus, if any mattress retail store gives various special offers, then I won’t mind buying from that store.” In addition, a mattress salesperson’s quick decision to offer a better deal or spot discounts depending on the situation, flexible payment options or exchange bonuses can also lure many customers.
Mattress customers still like to spend a few minutes lying on different models to gauge the right comfort, firmness, and support for them things that simply can’t be experienced online.
  • Instant gratification and delivery assurance : Most of the customers choose brick-and-mortar stores to avoid the wait period associated with online purchases. This is because when you purchase online, you don’t get the product instantly, you have to wait for the delivery. This is not the case in offline shopping. Mattress retail stores often deliver the mattress same day or at the max next day and even offer installation support. In fact, customers can even walk away with their purchase and this adds a strong convenience factor in offline shopping. Availability of the stock at the store and reliable delivery timelines greatly affect the consumer buying decision at the retail stores.
  • Local preferences and word-of-mouth publicity : Community feedback, local recommendations or popularity of regional brands also affect the consumer buying decision at retail stores. In smaller towns or Tier-2 and Tier-3 cities, personal relationships with the shop owners or neighborhood reputation greatly influence the loyalty and the decision-making of the customer more than the national advertising. In fact, local advertising on television, print, internet and billboard, wherein the retail stores give out the details of the location of the stores in different areas, plays a great role in attracting the customers. Well, it would not be wrong to say that in smaller towns and cities, over 50 per cent of purchases are influenced by the word-of-mouth or shopkeeper’s recommendations.
  • Easy trial policy and return conditions: Earlier the concept of offering mattress on trial period and exchange policies existed only online, however, now the trend is changing and many retailers are now offering trial periods and even exchange policies at their store. This is also attracting the customers more at the retail stores. Arif Pasha, Managing Director, Home City, notes, “What attracts the customers at the mattress retail stores is clear communication about return procedures, warranty coverage, and post-purchase support. In case of any size issue at home, customers can easily get back to the retail store and get the customization done or get the mattress replaced which is a cumbersome task in offline shopping. Also, if the mattress falls under warranty, it is easier for the retail customers to get their issues sorted at the retail store.”
A word for the retailers

Retail mattress shopping is here to stay as it offers many advantages over online shopping. These include real-time testing and comparison of products, personalized attention, expert advice, instant gratification, negotiating deals and many more such benefits. These factors generate trust among the customers and make the brick-and-mortar experience still highly relevant in today’s market. Also, retail mattress shopping is as much about human interaction and physical experience as it is about product quality. So, retailers need to invest in increasing customer experience and staff training and ensure flexible service offerings to win over the customers and ensure that they purchase from the store in future as well. Simply put, retailers who can combine product expertise with customer-centric policies stand the best chance of winning over the modern mattress shoppers.