Conforama, the renowned furniture and home goods retailer, is taking bold steps to reshape the way consumers approach the shopping experience, particularly when it comes to bedding. In a world where digitalisation has transformed the way we shop, Conforama is pioneering a strategy to bring customers back to the physical store.
Following its acquisition in 2022 by the Franco-Austrian group Mobilux, Conforama has undergone a strategic modernisation, with a focus on reimagining its concept to entice customers back into the store.
For bedding, where the tactile experience and testing are crucial before making a purchase decision, Conforama has introduced innovative changes. Different value chains have been established based on comfort levels, ranging from firm to soft, ensuring a tailored solution for every consumer.
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Recognising the pivotal role of sales personnel, Conforama has implemented an intensive training program. Sales staff undergo training sessions within the factories of partner suppliers, gaining technical expertise and honing their ability to articulate product features effectively within the store environment.
Conforama's commitment to enhancing the in-store experience extends to its emphasis on brands. Each brand caters to a specific consumer profile. With 71% of French consumers reportedly familiar with their preferred bedding brand and displaying a strong attachment, Conforama strategically integrates brands into its revamped concept.
The physical manifestation of Conforama's new approach can be witnessed in locations like Chartres and Angers. Here, the retailer has created dedicated spaces that showcase different brands and comfort levels, providing customers with a curated and immersive shopping experience.
As a testament to its commitment to customer satisfaction, Conforama has introduced a unique offering in the form of long-term bedding rentals. In addition to the existing sleep package, customers now have the option to enjoy a certain level of comfort and quality of sleep with the assurance of bedding replacement after 100 nights of use.
More information:
Conforama
www.conforama.fr