Weekends Only Mattress Department Redesign
Challenge
To elevate the Weekends Only mattress brand to combat the negative opinions of shopping for a mattress at a value retailer.
Strategic Insight
The mattress department can be redesigned to function as a store-within-a-store with an elevated aesthetic and functional graphics to help in the sales process.
Tactical Execution
Using the darker blue of the brand color palette, using acoustic ceiling panels, and fabric to control sound and light – the space feels different from the rest of the store. Using color-coded wayfinding graphics and icons, the shopping becomes more self-guided and low-pressure so the experience is relaxing, reinforcing the comfort and rest mattresses provide.
Results
Feedback from the sales team has been very positive, they love the graphics, and customers have fewer questions and are more comfortable with their purchase decision.
Credits
Agency: Stealth Creative
CD/3D: Rob Fleming
Concepting/Art Direction/Design: Carolyn McMahon
Copy: Brian Reinhart
Introduction to physical changes in Mattress Department.
Extended headboards by comfort level for wayfinding and all mattress details printed with easy-to-follow icons for ease of shopping. Pricetags are separate to be easily updated as pricing changes are needed.
Pillows carry information about materials & features for customer education and interactive kiosk helps guide through the selection process
Sales tools for Mattress Department employees.
Tri-signs for in-store placement.