From Home Furnishing Business
GhostBed’s Retail Showroom Serves as Concept Lab for Products
GhostBed, an online mattress retailer and manufacturer of boxed beds, is finding that its showroom, located within its corporate headquarters, has become an important research and consumer testing laboratory for its products.
GhostBed invites retail customers as well as industry professionals into its showroom to test new products and gain crucial feedback on the company’s existing products and on new product developments. The company uses the information it gathers from these visits to gauge retail customers’ reaction to new product concepts and to gain insights from trained mattress experts. As the company continues to expand its dealer network, the “concept lab” provides valuable product information to GhostBed that benefits not only its retail partners, but the end consumer as well.
“We use our showroom as a testing lab as we develop new product or to constantly tweak products that are already in the field. This deepened our relationships with both consumers and retailers because we’ve learned firsthand the positives and negatives of each product and can then make the necessary changes,” said Alan Hirschhorn, executive vice president of sales and marketing for GhostBed. “This is a huge advantage to our retail dealers and to the end consumer because the product they receive has already been proven!”
Measuring 2,000 square feet, the showroom features beds branded under the labels of both GhostBed and Nature’s Sleep, GhostBed’s parent company. Included is bedding from GhostBed’s direct-to-consumer line and from its wholesale collection, the five-model program targeted specifically at brick-and-mortar retailers, which the company debuted at the April Las Vegas Market.
Dealers, GhostBed sales representatives, and the company’s customer-service team uses the showroom to learn about the company’s product lines and discuss potential point-of-purchase strategies. Additionally, consumers regularly come in to sample the company’s products and end-up making recommendations that are often incorporated into the company’s product research and development.
“The showroom’s new roles also reinforce our commitment to providing our retail partners with all the tools and information they need to help sell our products and improve their overall business,” Hirschhorn added. “Both our direct-to-consumer customer service agents and our sales reps, use what they have personally experienced to better service customers.”
The showroom has been open for over five years and has served as a venue for consumers who want to try out the company’s beds and pose questions to GhostBed’s sleep experts. It has now become a major part of GhostBed’s retail-centric culture, enabling the company to test concepts for not only products but for POP displays and selling strategies, and then share the data with its dealers.