siliconindia | | May 201919Comfort and functionality of product are the main draws for the modern-day mattress buyer. Keep-ing with changing times, mattress manufacturers are also getting crea-tive, trying to meet the needs of the customers by enhancing the sleeping experience with a quality offering coupled with personalized treatment.The discerning buyers are happy to shop from online brands that of-fer real time experience along with a highly developed product that instills confidence. The competi-tive mattress brands in lieu strive to save the precious time of custom-ers by even sending across their of-fering as a trial while maintaining standardized prices that make their product affordable for the value be-ing offered. Customers are no more bogged-down by the thought of go-ing looking for a mattress with the off-putting prospect of getting stuck in a traffic jam, navigating a crowd-ed shop and dealing with disinter-ested shop assistants. Mattress buying has come a long way from being seen as a chore to being an indulgence worth spend-ing on. With an integrated shopping experience platform, customers are actually enjoying weighing their op-tions and selecting one to their ut-most satisfaction. Now, customers know while ordering if they prefer latex or spring and even the right amount of firmness for their age and lifestyle. It is no more just the family decision maker ordering mattresses but the whole family taking an ac-tive interest in the decision. After all, once bought, people consider chang-ing it only after 7-10 years; so want it to be the best. While doing the in-teriors of a house, the personal space has become just as important to deck-up and the bed being the center piece is getting its rightful due.According to a research by U.S. based agency Walker, it is the cus-tomer experience that will finally overtake all other factors to become the main brand differentiator by 2020. With better communication owing to the mobile and internet age, customers too are happy to have their doubts cleared and queries revolved. Unlike earlier when the buying pro-cess was impersonal, it is now pro-active, responding to every need of buyers. With various social media channels of these mattress players, the buyers get to gather informa-tion and voice their ideas & opin-ions on a particular product, service or company. The popularization of digital payment options has fuelled online buying.There is a definite shift towards awareness of sleep as the third wheel for our health, the other two being food and exercise. Globally, mat-tresses with health and safety certifi-cations are a norm, and the trend is catching on in India. This means that consumers are becoming more aware, which is a positive thing. Mattresses are treated on par with food in the western countries, and India is mov-ing slowly towards regulating this industry as well. The consumers are increasingly looking for mattress and pillows that meet their health needs and give support to their spine. They are also conscious of the material being used and prefer eco-friendly, breathable material that is health friendly and ergonomically suitable.As India continues its journey towards a stronger economy, the demand for customized and luxury mattresses will only grow, as com-panies will vie for their attention through innovative ways utiliz-ing technology and resources for maximum mileage.
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