How to “Disney-fy” Your Mattress Retail Business-Part 2

In last week’s MRT Dispatch, I shared the first four ways you can “Disney’fy” your business. Here are the final four ideas.

5-Offer Upsells

Once you’ve decided to buy something at Disney, they often don’t stop there and instead offer you some type of upsell to enhance your purchase. One example of this is when we booked a dinner at a Disney restaurant in Hollywood Studios and for a few dollars more, they offered us a VIP ticket to the Fantasmic show. Mind you, the show is free to all guests, yet by offering “VIP seating” at the show, they are extracting additional money from those who want choice seating.

Action item: Many of the business owners I consult with can be lazy, timid, or ignorant of the incremental power and profitability of upsells. Moving away from price and product-focused promotion to an information-first marketing focus and exceptional in-store experience will create price elasticity and allow you to better present full package solutions and increase your sales tickets.

6-Always Have Upscale Opportunities

All smart marketers know that somewhere between 5 – 20% of a buying audience will always take the higher price/upscale offer. If you’re not offering some type of upscale product or service opportunity in your marketing mix, you’re leaving money on the table. Disney has budget-minded resorts and luxury resorts. They have fast-food-style restaurants and high-end gourmet eateries. One of their most unique upscale offers is their VIP Tours, which offers you a guide and special benefits (like short-cutting the lines) during your visit. At up to $380/hour (with a six-hour minimum), there is no better example of this type of exclusive offer.

Action item: This one is easy and mandatory…. smart consumers today are informed and aware of product offerings and their benefits. What other products and customer opportunities can you tap into that will allow your customer 5% - 20% customer base to experience and purchase these products from you?

7-Be Mindful of Customer Needs

Orlando is typically a sunny warm place, but when it rains, it rains. Imagine spending thousands of dollars on a Disney vacation and then it rains while you’re visiting the parks. Literally within seconds of the clouds opening up, Disney vendors and stores offer previously hidden rain ponchos to keep guests dry. Not for free – by any stretch – and I have it from a good source these are some of the most profitable items Disney sells.

Action item: Are you paying attention to what your customers want and need on a regular basis? Have you surveyed them recently? Are asking enough questions when the prospect is in front of you or are you more focused on telling your story?

8-Create Special Offers for Certain Segments of Your Customers

I only saw one example of this from Disney, but I am sure there are many others I missed. Disney is smart and makes a special offer to Florida residents to save a substantial amount of money by offering a specially-priced three-day ticket to Disney. I am sure they have other specials that are only offered to certain segments of their database. This is an important strategy all business owners should consider in their marketing and sales efforts.

Action item: What unique offers can you make to certain segments of your prospect and customer list? This is a big one, I see far too many pieces of marketing with one offer and one focus – buy a mattress at a discounted price. Few if any are marketing offers to customers that are in different phases of the purchasing cycle. Leads need to be sold on getting more from you. Prospects need to be sold on why it’s time to buy from you, now. Customers need to sold on why their choice was a good one and why they should review your store and refer their friends and family to you.

Being intentional with your marketing and sales efforts is just plain smart and is worthy of your time and thoughtful consideration. I hope I’ve gotten you to pause for a few minutes and consider your own business. Are there holes where you can be more intentional and more deliberate?

If I’ve ignited a fire inside of you and you’re asking yourself – “How would I accomplish this on my own with everything else I need to do each and every day?”

Final Thoughts:

In today’s competitive mattress retail landscape, adopting Disney-like strategies is more than just a creative approach—it’s essential for long-term success. By incorporating the ideas I shared you can enhance customer experience, engage their senses, create lasting memories, and set your business apart from the competition.

These strategies not only encourage increased spending but also build loyalty, foster word-of-mouth promotion, and create an emotional connection that turns one-time shoppers into lifelong customers. In an era where consumers are bombarded with choices, the ability to elevate your brand and make every visit an exceptional, memorable experience is what will keep your business thriving.

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