Successfully selling luxury beds and sleep products is a huge boon for you if you’re the owner or a manager of a high-end bedding store. With just a single transaction, you have gained a lot of income to cover a huge chunk of your operating expenses or even make a profit.
But notice the keyword “successfully.” The thing about selling luxury products is that you are serving a specific clientele. In the case of high-end beddings, your audience is probably a group of people who:
- can afford a bed that is higher than average in price
- are willing to spend a lot for a top-quality item
- won’t settle for anything less than the best, or at least above average
- are looking for great value for their money
As you can see, you’ll be wasting your time and effort if you’re targeting ordinary people who just want an affordable mattress that is enough to make them feel comfortable when they sleep. This is basically the majority of the population.
Knowing that you’re trying to capture a niche market, you need to build some business strategies that appeal specifically to that market.
Provide extra value
Customers of luxury products pay large sums of money, so they want to get the most value. Give them that value in addition to the product. Your aim is to let customers feel as if they’re not just buying a product. They’re buying an experience.
For example, train your staff on how to choose the best mattress. With that knowledge, they can give important information that allows customers to properly choose the right bed. Include sleep resources such as brochures, articles, and website links regarding bedroom interior design, health matters relating to sleep, and more. Giving freebies is also a staple strategy to retain customer loyalty.
Finally, adding in some after-sales service such as free cleaning twice yearly or a quarterly maintenance program will definitely add value to their purchase.
Incorporate a “chain purchase” approach
If your customer buys a bed, it’s highly likely that he’ll also need other sleep-related products to go with it. He will need pillows, comforters, blankets, mattress protectors, a bed frame, and more.
Increase your income by offering these sleep-related items and sleep resources. The idea is to make your business a kind of one-stop-shop for those who are looking for a top-quality sleeping system.
Publish accurate and complete information
Picky people – yes, that’s your market – want to know everything about your mattresses before they make a decision. Capitalize on this by providing them with thorough and accurate product information. Specify the available sizes, the type of mattress, the materials used, the unique characteristics of the bed, the comfort level, and the like. You might also want to include certifications for added credibility. The more information you can provide the clients, the more convinced they will be that your bed is the perfect one for them.
Narrow down your prospects in your FB ads
If your business has a Facebook Page (you should have one!), you should invest in running an ad campaign. Doing so will expand your reach beyond your personal network. The nice thing about FB ads is that you can customize the settings so that you can target the right niche audience. Facebook uses a learning algorithm, so it may take the algorithm to determine the right market.
For example, you can set your ad to target middle to upper-class earners (they can afford your high-end bed) in your own state (you want to build up your local audience first). You can set the demographics to males and females who are 25 to 50 years old (people are often at the peak of their careers between these ages), their interests, and so on. Understand your market and set your FB ads to those parameters to allow better targeting of your market.
Update your visuals
Human beings are instinctively visually inclined. That means they are most likely to take action if they can actually see the product that they want or if the item is displayed tastefully.
Thus, make sure your visuals are captivating. Hire an interior designer so that the interior of your brick-and-mortar store will look inviting, pleasant, and relaxing. He may also help you compose your display window so that it will attract passers-by.
Use only high-quality, beautifully composed photos on your website, particularly your products page. The same holds true when you post photos of your products in your Facebook page, Instagram, and other social media accounts.
Use Effective SEO strategies
Search engine optimization (SEO) is a series of methodologies that help improve your online visibility, increasing the flow of traffic to your website, via search engines. Through the use of sophisticated algorithms, search engines determine your web page rank based on several factors.
If your website has an excellent ranking, it will be published on the first page of a search engine results page (SERP) when a specific keyword is inputted by a user. Being on the first page of a SERP drastically increases your website traffic and views, consequently resulting in more conversions.
SEO is a complex undertaking. It requires technically challenging tasks such as keyword research and insertion, content marketing, pay-per-click implementation, link building, and more. An SEO specialist can help you maximize your SEO strategies so you can capture the bulk of your market.
Conclusion
Marketing and promoting something for the high-end market is not for the lazy, traditional, and the faint of heart. It requires creativity, persistence, and determination. It also requires an understanding of the buying behaviors of a very select market. Following the tips above can effectively help promote your high-end bedding store to the right people.
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