SEABROOK, N.H. – Infinity Massage Chairs has developed a program for its dealers that strategically place massage chairs in unexpected slots in showrooms, such as in the bedding departments or next to the finance office. The result has been a boost in chair sales for the dealers deploying the strategy, according to the manufacturer.
With inflation on the rise and indications of a recession around the corner, many retailers are seeing a decline in furniture purchases nationwide. However, retailers carrying high-end massage chairs from Infinity have been observing a spike in sales of these upscale products, despite their typical retail range of $5,500 to $7,500.
“We found that consumer trial is driving sales for us. We strategically placed the chairs adjacent to our finance area. The placement allows our guests a convenient spot to relax and try out a new product during any wait they may experience, which greatly enhances our shopping experience,” said Jordan Storey, vice president of Wichita Furniture, a second generation, family business preparing to open its fourth brick-and-mortar store with a 105,000-square-foot showroom.
“We’ve found that placing the chairs near the bedding area worked well because many consumers will place their massage chairs in a bedroom. In other cases, we found that displaying them in areas where consumers naturally congregate, like counter areas drove up sales as well,” added Tom Kovash, vice president of Furniture Mart USA, a Top 100 Retailer with 50 stores located throughout the Midwest.
According to top retailers, following strategic layout strategies that big box chains like Costco and Target rely on is key in capturing the attention of consumers with Infinity offerings. By placing the massage chairs in customer waiting and operational areas, shoppers are able to interact with and experience the product, even if they were not intending to shop for a massage chair when they entered the store.
“Product placement is extremely important in encouraging high-involvement purchases. By placing the products in ‘unexpected’ places in the store, we have found consumers are more apt to try the chair. Once they sit on it and experience some of the features, they fall in love and make the purchase. The strategy is much less in-your-face and that is less threatening to many consumers. The fact it that it is working really well for our dealers,” said Michael Milone, vice president of retail sales and business development for Infinity Massage Chairs.
Due to the influx in high-involvement purchases as a result of unique product placement strategies, retailers are continuing to invest in and feature Infinity’s products on their floors.
“I didn’t have the secret recipe for the perfect placement but knew that it had to be a spot that had enough traffic to ensure the chairs would be in plain sight,” said Matt Kramer, executive vice president for I. Keating, a family-owned chain that sells everything from Ashley to Amish Furniture. “Once customers were able to sit in the chairs, even if that wasn’t what they came into the store for, they fell in love. The quality of the chair speaks for itself.”