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Serta to Launch Consumer Loyalty Program

Furniture World News


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Serta reported that starting this May, it will give retailers another way to sell  the all-new iComfort® gel memory foam and iSeries® hybrid mattress lines. The Serta VIP Rewards consumer loyalty program will invite those who purchase any iComfort or iSeries mattress to enroll and earn up to $1,000 towards their next Serta mattress purchase.

“Consumer confidence is increasing and the pent-up demand for durable goods is at an all time high,” says Andrew Gross, senior vice president of marketing for Serta. “This presents a tremendous opportunity to drive more traffic and close more sales at premium price points. Our VIP Rewards program is designed to do this while promoting ongoing consumer loyalty to Serta and their retailer.”

Serta VIP Rewards members will earn their first $100 towards their next mattress purchase in just 120 days after registration and continue to earn an additional $100 per year – up to a total of $1,000. Rewards points can be redeemed at any time and turned into mail-in rebates on additional Serta mattress purchases. Enrollees will receive ongoing email communications from Serta reminding them of their reward point totals as well as the name and location of their store of purchase. Each email will include special offers from Serta and select non-industry partners to promote continuous engagement with the consumer.

According to Gross, Serta VIP Rewards was designed based on input from both retailers and consumers. “The retailers we spoke with felt that VIP Rewards will encourage additional mattress purchases for the household and shorten the replacement cycle, benefitting both the retailer and the industry,” he says. “Plus, our own consumer research shows that mattress shoppers are likely to be interested in and stay loyal to a brand and retailer that offer a program like VIP Rewards.”

Serta is creating a turnkey retail program to help sales associates effectively use VIP Rewards as a selling and closing tool. “There is no cost to our retailers to leverage this program,” says Gross. “We will provide the in-store display materials, completely manage the email marketing program post-purchase and handle all redemptions. So, all the sales associate has to do is remind their customers to register for the program during the purchase process.”

The Serta VIP Rewards program launches on May 1st, 2014. Retailers interested in more information should contact their Serta sales representative.

About Serta Mattress Company: Serta is the #1 Mattress Manufacturer in the United States. The company’s product portfolio includes the Perfect Sleeper®, which is the Only Official Mattress of the National Sleep Foundation, and the iComfort® Sleep System, both named Consumers Digest Best Buys. Serta also manufactures the iSeries® Hybrid Sleep System and the exclusive Trump Home® and Bellagio at Home® mattress collections.

As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Hotels, Marriott, Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni Hotels, Choice Hotels, Accor Hotels and many more.

Serta has 23 U.S. and 4 Canadian manufacturing plants. In addition, Serta is distributed internationally in more than 100 other countries. With its worldwide network, Serta is able to respond quickly to customers’ needs while still preserving strict control standards to ensure the highest quality.

For more information, visit www.serta.com.

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