Stores of the Future: Insights from Saatva's Chief Strategy Officer Ricky Joshi
Currently, one screen educates visitors and passersby on in-store COVID-19 standards and safety measures, while the other features a scroll of customer reviews from Saatva’s website. Inside the store, each bed display is equipped with a mobile and website-connected tablet where customers can learn more about the product they are looking at or order it directly.
“It’s wonderful to see our technology in action — customers can actually pick up the tablet and explore the features of a mattress while lying on that very mattress,” Joshi says. “We use behavior-sensing technology at our display of bedding products. When a customer interacts with any of the sheets, pillows, blankets, or other top-of-bed products, information about that specific product appears on a screen adjacent to the display.
NYC Viewing Room by the Numbers
- Open since December 2019
- 70% close rate in-store
- $5 million annual run rate versus the expected $3.5 million revenue goal
“We also have an interactive digital easel where we feature information on our mattresses and can give an in-depth explanation of any of our products on a larger surface, but it can also be used as a drawing board to entertain kids as their parents shop.”
In addition to the bedside tablets, there are a few other screens throughout the store that share brand, product, and craftsmanship content. The technology design and integration helps shoppers experience products at their own pace, without needing to have an associate looking over their shoulder as they shop, explains Joshi. “It's very similar to the way that they would shop online. We want our Viewing Rooms to be extensions of the online experience. In the same way that our customers can shop online and use our chat feature to connect with a customer service representative if they wish, we offer that same freedom in our Viewing Rooms.”
“Thankfully given the self-guided nature of our retail space, we have adapted our retail environment fairly easily to the guidelines set forth by the CDC and NYS,” he says.
Between customer visits, tablets are sanitized and reset to make sure that they highlight the product information page related to the mattress they correspond to.Saatva also has the ability to update displays onsite or from a remote location. The company’s marketing office in Austin has the ability to update and share new brand information, product videos, and the latest content as soon as it is available.