Women know what they want in mattresses, according to Top 10 bedding producer Restonic. And the producer says it is listening closely to those consumers.
That effort is paying off, according to WomenCertified, a women's research group that polled hundreds of Restonic customers and found that 94% of the women who bought a Restonic mattress would recommend the brand to friends and family.
That strong showing led to Restonic winning the Women's Choice Award for the second year in a row, the company said.
"We listen closely to what women want, from product construction to customer service to our hiring practices, and it's good to know we got the signals right," said Ron Passaglia, president and CEO of Restonic.
Restonic says that when it comes to buying for the home, more than 90% of women do research before shopping - mostly online. As women are heavy users of social media, having a strong digital strategy that's focused on customer service allows companies to create connections before the point of purchase. And after the purchase, the relationship can transform customers into loyal ambassadors, which is what Restonic has done, the company said.
"In today's cluttered marketplace, there's nothing more important than authentic, trustworthy reviews," said Delia Passi, CEO and founder of WomenCertified. "While many couples make the final purchase together, the woman tees up the brands she's attracted to and eliminates the rest. If she doesn't like a brand, the conversation stops there. If he doesn't like a brand, the woman has her research to help change the conversation."
Brands that listen to what women want and learn to layer emotional messages with rational information will have stronger "sticking" power with women than other brands, Restonic said.
The company's commitment to listening to women was underscored by the recent hiring of Julia Rosien as Restonic's brand engineer, a new senior level position. "The best advice I was given was to lead by listening to your employees, customers and competition and it's a joy to work for a company that invests so much into listening," said Rosien.
