Gardner’s Mattress & More wanted a way to turn more of their website traffic into leads so that ultimately they’d generate more revenue for their store. Co-owners Ben McClure and Jeff Giagnocavo knew focusing on the customer first online, just like they always did in the store, would be the key to success for their Lancaster, Pennsylvania, furniture store.
Mattresses are a household item used daily, yet an item consumers purchase only a handful of times over a lifetime. Considered a significant investment for many, mattress shoppers seek education and information before visiting a store. Understanding the importance of quality sleep, informed shoppers invest more for a great mattress.
“Consumers are seeking information first and they do that online. We’re ever-so-connected to our phones and devices, and there’s no shortage of information to find,” McClure says. “Websites are a crucial component of telling the business’ story. The online presence is everything.”
While the store already collected quality prospects from online visitors, McClure and Giagnocavo decided to up their game in May 2017 by integrating website conversion software on Gardner’s website. An interactive mattress assessment allows customers to input their specific sleep preferences and problems to see which mattress style best fits their personal needs and budget.
“Having a warm start with a potential customer is very powerful. It helps to get over the hurdle of the ‘I’m just looking’ standoff that happens every day in a mattress store,” Giagnocavo says.
Since adding AI-driven web conversion software, the store has increased in-store appointments with Gardner’s sleep experts. McClure says once potential customers take the interactive quiz on the website, they often sign up for a showroom visit using the online consultation scheduler. McClure then follows up with a personalized email to prepare the customer for the appointment, using details gathered during the person’s time browsing on the website.
McClure says the information that Gardner’s collects from the mattress assessment helps them understand each customer’s mindset and generates leads making it easy to start a conversation before the person visits the showroom.
Having a solution like PERQ to convert visitor count, page views, time on site, etc. into real people interested in your products is very valuable.
Jeff Giagnocavo, Co-owner, Gardner’s Mattress & More
“Our emails change based on customer responses,” McClure says. “As a result, we do know a little bit about customers when they come in and visit, and that’s always helpful.”
“Most retailers think that a new product or service will be their solution to increasing sales,” Giagnocavo says. “Having a solution like PERQ to convert visitor count, page views, time on site, etc. into real people interested in your products is very valuable.”
Giagnocavo believes the world doesn’t have time for generic “Dear customer” type of greetings, and finds them shallow and ineffective. As each customer seeks different personalized qualities in a mattress, Gardner’s looks to personalize unique communications for each customer.
“Consumers are looking to wake up happy on a new mattress and need to experience the product they’re looking to buy. They also want to do business with someone they know and trust,” McClure says. “Consumers want service throughout the sale, all the way through delivery and beyond. That service means everything to our local customers.”
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Giagnocavo considers the interactive software an extremely effective marketing asset that delivers time and time again. “I like to create assets in my marketing and advertising,” he explains. “Assets can be used over and over again, but are only assets when they can show that actual sales have transpired over and over again.”
“PERQ is one of those solutions that does that, and is worth the investment,” McClure says. “It is truly very simple to implement attractive lead generation opportunities on any website with PERQ.”