Stellar’s consumer insights helped Keeco Home identify effective merchandising strategies, improving their in-person and online retail opportunities.
About Keeco Home:
Enable Keeco to bring effective marketing strategies to their retail partners by unearthing insights about the customer journey as they shop for bed pillows.
Stellar utilized a multi-pronged approach, including both quantitative surveys and online and in-person shop-a-longs at brick and mortar locations to identify which channels consumers use most often when researching and purchasing bed pillows, what features are most important and what, if anything, influences their decision.
“Stellar’s valuable pillow research helped us not only with a specific customer, but the overarching learnings are being used to adjust all our messaging, which is leading to more opportunities.”
David Roshberg, SVP Merchandising – Utility Bedding, Keeco Home
“I wish [the pillow section] had a warmer feel….more softness. Bin after bin is not soft! If I’m coming into a store, I want to be seduced by the surroundings….I want the ambiance of a bedroom.”
“It says soft, cool, stretchy but it doesn’t tell me why or how it’s cooling….it feels cool to the touch, but how does it that do that?”
“They say it’s gusseted for side sleepers. What does that even mean? And why does that benefit me if I’m a side sleeper? I wish they’d give me more detail.”
“I want simple visuals and as much information as possible without it being overwhelming.”