From Home Furnishing Business
Serta Plans Consumer Loyalty Program
Bedding major Serta will offer retailers a loyalty program benefitting consumers who buy the company's iComfort or iSeries mattresses.
The Serta VIP Rewards consumer loyalty program will invite those buyers to enroll and earn up to $1,000 toward their next Serta mattress purchase.
“Consumer confidence is increasing and the pent-up demand for durable goods is at an all-time high,” said Andrew Gross, senior vice president of marketing for Serta. “This presents a tremendous opportunity to drive more traffic and close more sales at premium price points. Our VIP Rewards program is designed to do this while promoting ongoing consumer loyalty to Serta and their retailer.”
Serta VIP Rewards members will earn their first $100 toward their next mattress purchase in 120 days after registration and continue to earn an additional $100 per year—up to a total of $1,000. Rewards points can be redeemed at any time and turned into mail-in rebates on additional Serta mattress purchases.
Enrollees will receive ongoing e-mail communications from Serta reminding them of their reward point totals as well as the name and location of the local store of purchase. Each e-mail will include special offers from Serta and select non-industry partners to promote continuous consumer engagement.
According to Gross, Serta VIP Rewards was designed based on input from retailers and consumers.
“The retailers we spoke with felt that VIP Rewards will encourage additional mattress purchases for the household and shorten the replacement cycle, benefitting both the retailer and the industry,” he said. “Plus, our own consumer research shows that mattress shoppers are likely to be interested in and stay loyal to a brand and retailer that offer a program like VIP Rewards.”
Serta is creating a turnkey retail program to help sales associates effectively use VIP Rewards as a selling and closing tool.
“There is no cost to our retailers to leverage this program,” Gross said. “We will provide the in-store display materials, completely manage the e-mail marketing program post-purchase and handle all redemptions. So, all the sales associate has to do is remind their customers to register for the program during the purchase process.”
The Serta VIP Rewards program kicks off May 1. Interested retailers should contact their Serta sales representative.