18 July 2024, 08:06
By Furniture News Mar 11, 2021

Carpetright trials shop-in-shop ecommerce offer

Carpetright is reviewing all areas of its business, and as part of this assessment the retailer is running two concurrent trials for its bed offer – an enhanced Sleepright range, and a branded ecommerce proposition with a shop-in-shop concession, Mattress Store UK.

Each trial is running in 10 Carpetright stores across the country in order to garner feedback from a broad spread of customers.

The proposed changes to the Sleepright range include: a refreshed range incorporating more colour, with a focus on style; a "warmer" in-store environment with new customer navigation; and 14-day delivery on selected ranges. The range is currently available in Carpetright's Basildon, Bolton, Dartford, Ipswich, Leicester, Nottingham, Reading, Ruislip, Solihull and Watford stores.

Mattress Store UK promises an exclusive, UK-made bed proposition, with an in-store branded environment supported by a website and localised digital marketing campaigns. It too will offer 14-day delivery on high-volume lines. The trial is currently taking place in Aintree, Charlton, Maidstone, New Malden, Northampton, Norwich, Portsmouth, Plymouth, Swansea and Wellingborough.

Damian Topping, head of buying, beds, says: “We’re constantly reviewing our beds offer to make sure we’re in tune with customer needs, styles and budgets, but it’s often difficult to pinpoint which elements are making the most difference. Running two trials concurrently means we can test several initiatives at once including new branding, a simplified offer, a shop-in-shop concept, improved customer journeys and an EDLP [Every Day Low Prices] pricing strategy. We’re excited to see how customers respond, and their feedback will inform our future strategy.”

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