Staying relevant and driving consistent footfall is something that all bricks and mortar retailers have been tussling with in recent years. With online shopping becoming the default purchasing model for many in the wake of the Covid-19 pandemic, the challenge for the high street lies in finding ways to bring customers back to physical stores.
In response to this, the team at Mammoth have identified the need to do more to support retailers as they look to provide a memorable in-store experience. And nowhere is that better evidenced than in the brand’s recent launch of UK Centres for Excellence.
At their core, the Centres for Excellence – which includes Peter Green Furnishers, The Sleep Haven Warrington, Cousins Tyseley, Pronto Beds, The Bed Factory and Scotts of Burnham –showcase the entire Mammoth retail collection. This consists of the all-new flagship Comfort collection, the Comfort bedding collection and the Mammoth Active health and fitness mattress.
Enhanced point of sale materials, store displays and media units further elevate the experience in these stores, giving sales staff the platform to actively promote the benefits of Mammoth’s market-leading technologies.
However, there’s more to the Centre for Excellence concept than shiny boards and a broader selection of floor models. As Mammoth Founder and CEO, John Tuton, says: “Anyone who’s enjoyed a positive customer experience in store will tell you that there’s no substitute for those personal interactions, healthy conversations and reassuring advice – particularly when it comes to making an important purchase like a mattress or bed.
“At Mammoth, the focus for us right now is on helping to give our trusted retail partners the tools to deliver a memorable in-store experience. That means delivering advanced training to sales staff, so they can continue their professional development and ultimately become experts in Mammoth and experts in sleep.”
The team at Mammoth believe that delivering training in the science of comfort, the fundamentals of physiology and best practice for testing a mattress is critical to turning window shoppers into educated and informed customers. Backed by the brand’s own scientific research, heritage in healthcare and official partnership with the Chartered Society of Physiotherapy, Mammoth has unrivalled access to insights that customers can trust.
As John says: “Outlining the importance of sleep in people’s daily lives – whether they are athletes, new parents, professionals or elderly – puts into context the value our products can offer. Over the lifespan of a Mammoth mattress, the cost is less than that of a daily cup of coffee – the price people are willing to pay to help them feel less sluggish or lethargic after a poor night’s sleep on their old mattress.
“After all, today’s consumers want to make healthy choices and they want to make smart choices.”
Launching with a bang
To mark the launch of each Centre for Excellence, the six stores around the country are holding open days featuring some of Mammoth’s ambassadors from the worlds of sport and healthcare.
At the recent launch event at Peter Green Furnishers, Team GB gymnast Kelly Simm cut the ribbon and took a tour of the collection in the company of Mammoth MD Mike Hobson. Up in the North West, Warrington Wolves rugby league legend Paul Wood was the guest of honour
Speaking at the Peter Green launch event, Kelly Simm, said: “I’ve spent more than a decade in elite sport, and in that time I’ve learned the importance of quality rest and recovery. Having had a chance to test out the full range of mattresses and pillows here at Peter Green and learn more about the science of comfort from the knowledgeable team I’m excited to see how my sleep quality improves over time.”
Peter Green Operations Manager, Brian Flynn, said: “We are delighted to become a Mammoth Centre for Excellence. As a store that prides itself on delivering exceptional service and choice to our customers, it feels like a natural fit for us to feature Mammoth’s award-winning range with its extensive scientific testing and recognised partnerships in sport and healthcare.”
At Scotts Home Furnishers in Burnham on Sea, Mammoth’s mattresses, beds and bedding will also be joined by the riser recliner seating products developed in conjunction with Celebrity Motion Furniture.
Speaking on the opening of the newly refurbished shop, owner Steve Scott said: “Burnham on Sea will have the only shop in the UK whose display will include every Mammoth retail mattress, chair, sofa, rise and recline chair and bedding product made using Mammoth’s Medical GradeÔ foam. It will bring a new standard of comfort, sitting and sleeping to Burnham on Sea.”
