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Roll out of QR Tag Technology for Beautyrest
23
Sep '10
Simmons Bedding Company is revolutionizing mattress shopping with the launch of an in-store QR (Quick Response) tagging application aimed at simplifying the buying process for busy consumers as they shop for mattresses and bedding. Consumers will find QR tags at JCPenney stores for mattresses from Simmons' new 2010 Beautyrest line, making the rollout the first of its kind at retail stores nationwide.

QR tags are small barcode-like visuals that may be scanned and "read" by smart phones, with the goal of making in-store signage more interactive for consumers. Once scanned by a smart phone such as the iPhone, DROID or BlackBerry, the QR tag makes additional information, images and videos easily available to the user via their phone's Web browser, providing consumers with added product detail and demonstration, netting a more robust shopping experience.

When consumers scan the QR tag for a Beautyrest mattress, they receive access to a 3-D construction rendering of that particular Beautyrest model—either Beautyrest Classic, Beautyrest Anniversary or Beautyrest World Class. In addition, tag users will have the option to play a Beautyrest video, which illustrates how the bed's Super Pocketed Coil springs, BeautyFeel comfort and BeautyStyle aesthetics come together to offer unsurpassed motion separation, conformability, support and durability in an attractive package. The video also features the brand's signature bowling ball demonstration for additional emphasis on the Super Pocketed Coil springs' motion separation benefits. The benefit to consumers is added detail and improved data at the point-of-purchase, making mattress shopping more convenient.

Studies based on buying trends of mattress shoppers found that purchase decisions are typically made in the retail store, making the in-store experience critical. Simmons Executive Vice President of Marketing Tim Oakhill notes, "Consumer engagement happens within 'the last five feet' of the bed. QR tags bring point-of-sale to life, educating and engaging the consumer at the point where purchase decisions are made."

With the rollout of Simmons' QR tags, JCPenney once again proves to be a retailer on the forefront of utilizing technology to aid the consumer's shopping experience. John Tighe, JCPenney senior vice president and general merchandise manager of Home, notes, "Mattress shopping can be an overwhelming experience given the plethora of brands and the fact that it is often an infrequent and big-ticket purchase. QR tags aim to assist with the process and provide an enhanced customer experience, leading to a richer and more informed dialogue between the consumer and the sales associate."

QR tags, which are used extensively on products in other parts of the world (particularly in Japan), have been slower to transfer to American companies. The technology venture between Simmons and JCPenney is one of the first of its kind nationwide, helping to set a precedent for America's use of technology in the retail space. "Simmons is one of the first major brands to introduce QR tags into the retail environment," said Oakhill.

"Simmons' tradition of innovation has not only shaped the way consumers experience undisturbed sleep; it's also influencing how they use point-of-sale materials to make an educated bedding purchase. We're proud of the fact that Simmons is the first major mattress manufacturer to have QR tag technology ready for retailers to incorporate into their store environments."

Simmons Bedding Company

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