JGA recently unveiled its new non-mall store design for bed retailer Sleep Number, and the results are top-notch. The store gives consumers an individualized shopping experience thanks to a variety of interactives spread throughout the store. JGA shares this case study with us through The Coalition, Event Design’s new global network of contributing designers, writers, trendwatchers, and bloggers. Enjoy!
CLIENT: Sleep Number
OBJECTIVE: To set a new standard in sleep by creating a unique and individualized shopping experience that accentuates product benefits through the selling process and interactive tools.
HOW OBJECTIVES WERE ACCOMPLISHED: As one of the nation’s leading bed retailers, Sleep Number’s vision is to become the new standard in sleep by providing individualized sleep experiences and elevating people’s expectations above the “one-size-fits-all” solution offered by other mattress brands. Today, the SLEEP NUMBER store creates a consumer-centric, interactive shopping environment that transforms a purely rational shopping experience to one that maximizes both rational and emotional appeals, and elevates the Sleep Number experience to the full potential of the brand. The traditional sea of mattresses displayed in other retailers is replaced with a modern and comforting environment. The store design supports a relationship-based selling environment and elevates the customer journey, positioning the product as hero, in turn increasing its perceived value.
UNIQUE PROJECT CHARACTERISTICS: This new format elevates the non-mall store design as an over-the-top differentiated Sleep Number experience in a destination location, while broadening awareness and consideration. The store layout is designed to support their relationship selling process. One of the big “wow” elements is the store exterior,
where the iconic door and illuminated number window graphics become part of the brand’s DNA, translating it into the architectural façade. As an enticement to the drive-by or walk-by visitor, the exterior creates a welcoming and elevated look and feel, providing the shop an anchor position, exposing the graphics, as well as the luminous character of the space.
Through a welcoming experience, the customer is guided to find their SLEEP NUMBER. The consumer begins the shopping journey with experiencing IndividualFitSM. IndividualFitSM 3-D imaging measures 1,000 pressure points between the customer and the bed’s surface. When the bed is adjusted to the Sleep Number, the pressure points are greatly reduced or even eliminated. The customer’s body image illustrating the relieved pressure is projected in surround to enhance the experience. Interactive iPad technology at the foot of the beds is easily accessible for consumer use; with product stories highlighting informational qualities.
At the store core, beds and bedding are integrated with simplified fixturing to showcase the product. This interactive hub blends high-tech and low-tech sales tools helping consumers to select their individualized sleep and bedding solutions. In this area of the store, integrated interactive programs are accessible through flip panel graphics or digital touchscreens to emphasize individualization of the product’s benefits. The Inner Circle Lounge features iconic curved shapes, with the seating arranged to create a more individualized and personalize experience.
Some features of the Sleep Number non-mall store design include:
• Setting a new standard in sleep by creating a unique individualized shopping experience
• Exaggerated interactive experiences throughout the store at key consumer touchpoints
• Central focal points within the store to individualize your sleep experience through interactive tools
• The InnerCircle Lounge creates a comfortable place to begin the relationship with Sleep Number
Photography: Laszlo Regos