Consumers and retailers have different views on the use of digital media, according to a new research study conducted by Furniture Today and sponsored by Top 10 bedding producer Restonic.
The research indicates that those differences could make it harder for retailers to connect with mattress shoppers, a disconnect that savvy retailers should address, Restonic officials said.
Some of the key research results will be released at the upcoming Furniture Today Bedding Conference, set for May 8-10 at the Hyatt Regency Coconut Point in Bonita Springs, Fla.
Furniture Today worked closely with Restonic executives on the design and execution of the research project.
“We approached our 2018 Restonic research by tapping into the minds of consumers – who now live, work and shop digitally – and retail store owners who are trying to reach them,” said Julia Rosien, Restonic’s brand director. “We found some profound gaps – and lots of opportunities to help retailers pivot and leverage new and evolving touchpoints.”
She said the study is part of Restonic’s commitment to better understand the evolving mattress marketplace and consumer mindset, and to help Restonic retailers increase their sales.
“Research matters at Restonic,” Rosien noted. “That consumers now shop through a digital lens isn’t news. But the fact that their social media relationships hold more weight than their friends and family when it comes to product recommendations is very big news. This is especially important for retailers who still see newspaper advertising as their most powerful advertising engine.”
Rosien will lead the Bedding Conference session at which the Restonic research will be presented. It is set for May 9, the full day of educational sessions at the Bedding Conference.