From Home Furnishing Business
OMI Offers Research Gauge for Organic Market
Organic Mattresses Inc. has introduced the Organic Demographic Study, a new service to retailers that helps them calculate the size of the organic products market around their showrooms.
With ODS, OMI can analyze the retail area around a sleep products retailer and tell them the amount of organic products consumers are buying in their neighborhoods, as well as the kind of product categories they are purchasing. The analysis can be done as broadly as a 25-mile radius, or more narrow if a retailer chooses. ODS draws its information from multiple sources to make the report rich and dynamic. There are a variety of options and ways in which the data can be presented to retailers, allowing it to be tailored based on specifics needs and interests.
“Retailers tend to look at organic as a niche market, but with statistics showing 70 percent of families in the country regularly purchasing organic products, the category is actually much larger than it is typically perceived,” said Yuba City, Calif.-based OMI President and Founder Walt Bader. “If an independent bedding store is located near multiple fresh food markets, organic wellness centers and larger health-oriented shops, it is clear that the local consumers are aware of the positive benefits of these products. The fact that so many organic options in other markets are open to consumers proves that independent bedding retailers can successfully address this important mattress segment for their individual communities.
“We have beta tested this service with several retailers. Once we present the facts, many of them are amazed at just how large the market is for organic products. They begin to understand that there is a real and tangible difference between some buying natural and organic products and they can also see the willingness of these consumers to spend more on products they really want. It has changed the entire sales process for us."
OMI is a full-circle environmental company dedicated to supporting America’s organic and sustainable farmers. OMI’s handmade custom organic mattresses are manufactured in Northern California in the first and only large-scale GOTS-certified Eco-Factory created solely to manufacture organic products. OMI mattresses qualify under the U.S. Environmental Protection Agency’s LEED indoor air-quality program. In 2013, OMI became the first mattress manufacturer to obtain the Global Organic Latex Standard , certifying the company’s latex mattress cores are fully organic.