Bensons for Beds has unveiled ‘your bed, your way’, a personalised sales approach which enables the retailer's in-store staff to help customers to choose a mattress that matches their sleep needs, and then style that choice with a made-to-order bed in five steps.
Firstly, Bensons’ in-store sleeppro technology will allow them to select the right mattress comfort and then choose the right mattress size, mattress type, frame or base, and signature style from a choice of storage, fabric and colour options.
The new service launches in stores this week with an introductory offer of -20% off a base or frame when customers buy a mattress.
A concurrent move to a new visual identity will see a new logo gradually be rolled out across store facias, in-store materials, the Bensons website and truck livery over the coming months, appearing for the first time in-store and online this month and in a new TV advertising campaign that starts tomorrow, showcasing the new service.
The rebrand comes as Bensons accelerates the rollout of its new-concept stores with the relocation of another store in April, following five relocations and openings so far this year, and eight in December.
The next new stores to open in April will be in Salisbury, while Bensons' existing Plymouth store will also be one of the first locations to get a brand makeover next month.
Bensons’ chief commercial and digital officer, Nick Collard, says: “For over 100 years, we’ve developed a deep expertise at Bensons, matching and making the right sleep solutions for customers, and ‘your bed your way’ will help bring our knowledge, craftmanship and reassurance to life through the talent of our in-store colleagues and bedmakers.
“We recognise investing in sleep is an important financial consideration that customers have to get right – especially now. That’s why ‘your bed, your way’ is important, as it gives customers the ability to find what’s right for them, to give them real value for money on one of the most important investments they’ll make.”