La-Z-Boy’s Soren movement chair and couch provide articulating headrest, lumbar, unbiased leg and again management for infinite positions, a wi-fi distant system with USB, dwelling button, a discover my distant function, in addition to two reminiscence settings.
HIGH POINT — Shoppers had been involved about their well being and well-being effectively earlier than the pandemic hit. More and more, this give attention to wellness is a vital driver of gross sales in movement upholstery as customers search to create a haven of well being of their properties.
For sure customers, movement chairs will help ameliorate well being points associated to bodily limitations. For others, movement upholstery meets a necessity for rest and stress discount. Movement upholstery firms agree that advertising and marketing that targets customers’ well-being resonates with their elevated want to reinforce their on a regular basis lives.
“Individuals are realizing that the furnishings they’ve now just isn’t as snug as they thought as they’re spending extra time of their furnishings at dwelling,” mentioned Sarah Lyndon, director of promoting for Ultracomfort. “Well being has been such an enormous focus with COVID-19, and customers are much more centered on their well being.”
Profitable advertising and marketing includes a dialog with the shopper about their wants and what they’re searching for of their movement upholstery buy. For Ultracomfort, well being and wellness play a vital position of their advertising and marketing and enterprise technique.
“We went from function/profit advertising and marketing,” mentioned Lyndon, “to a mannequin that focuses on what the buyer desires and desires when it comes to any bodily illnesses they might be encountering and the way our chairs will help with these points and assist to raise their high quality of life.”
MegaMotion makes use of its advertising and marketing to particularly handle people with well being points and mobility impairments, providing seating that gives operate, consolation and an enhanced high quality of life.
The corporate is rolling out a brand new point-of-purchase piece illustrating the options and advantages of its movement carry chairs that embrace MegaGuard a brand new anti-microbial, straightforward to scrub cloth. The material has a moisture barrier backing that retains any bodily fluids or liquids from penetrating into the froth or filling supplies.
MegaMotion’s health-specific advertising and marketing is geared in the direction of serving to clients with restricted mobility who rely on their carry chairs as an integral part of their dwelling seating.
Past conventional consumer
Flexsteel is now advertising and marketing carry chairs to a broader viewers.
“Clients want carry chairs for a lot of causes: They may have a knee substitute at 40 as a result of they’re a marathoner and wish the assistance for now,” mentioned Tim Newlin, vp of product improvement. “These chairs have all of the capabilities in a recliner — energy headrest, energy lumbar — packaged into the carry chair.”
This transition from a class marketed to an older/much less cellular inhabitants to a class that enhances wellness for athletes and others is a shift in mindset.
Flexsteel is doubling down on the well-being message. Its showrooms are enhanced by giant wall graphics within the movement space extolling the well being and wellness advantages of movement/reclining chairs, together with its latest give attention to zero-gravity chairs and the advantages of weightlessness. Advertising and marketing supplies are offered to retailers, and the corporate developed a badge for all merchandise which have a zero-gravity mechanism to assist spotlight them on the showroom ground for gross sales associates and clients.
Dwelling comfortably
Movement furnishings advertising and marketing is designed to point out clients how their must really feel protected and supported at dwelling might be enhanced by the chairs they’re sitting in.
Based on Paula Hoyas, vp of promoting, “At La-Z-Boy, the cornerstone of our advertising and marketing message is how we will help customers stay life comfortably.”
That sense of consolation begins with the shopper purchasing expertise and free design providers provided by La-Z-Boy. The corporate encourages guests to its retail shops to check out the recliners for a tangible expertise with the product. The corporate appears on the choice and buy course of as one step within the shopper’s wellness continuum.
Materials are a key part of wellness for a lot of clients, in response to Precision Reclining Chair.
“The materials we use are high-performance, washable materials. With youngsters throughout, it’s a should,” mentioned CEO Michael Parasmo, including, “This era is what they put into their our bodies and what materials they’re surrounding themselves with, each for his or her youngsters and aged dad and mom. They need to really feel protected and liberating their thoughts from fear.”
From cloth to operate, from consolation to high quality, well being and wellness advertising and marketing can zero in on making dwelling a haven. “Why is the house a retreat?” requested Newlin at Flexsteel. “As a result of consolation is essential to an individual’s well-being.”