Select Comfort approached FITCH with the challenge of reinventing their stand-alone Sleep Number stores, making them a destination to realize the promise of a better night’s sleep. The key challenge was to get consumers into the stores to try out the bed, in order to understand and appreciate the key feature—allowing each person to customize the firmness of their side of the mattress.
Looking to drive store awareness and foot traffic, Select Comfort wanted to develop a new store concept that epitomized their promise of a better night’s sleep.
The new prototype combined Select Comfort’s product innovation leadership with a unique and engaging shopping experience through careful planning of product adjacencies. The goal was to enhance the buying process by creating a more private space to encourage interaction with the products while elevating the presence of accessories at the front of the store to inspire cross-selling.
As an extension of the initial store concept, FITCH developed Pillowology—Sleep Number’s “design your own pillow” program in-store. The self-guided pillow shopping experience provides shoppers the opportunity to extend their personalized sleep experience to include their custom-made pillow.
The prototype has resulted in double-digit sales increases in beds, accessories and leads, and Select Comfort is using the retail channel as a benchmark for its other sales channels.