Simmons & Nebraska Furniture Mart Launch Joint Promotion in Grocery Stores:

Furniture World Magazine

Seeking to maximize the opportunity with all prospective customers, Simmons plans to target health conscious consumers outside of the retail furniture environment as well. A program with Catalina Marketing Corporation targets consumers in one of the most frequented shopping environments - the grocery store. It will kick off with Nebraska Furniture Mart in 120 outlets in a four-to-five state area around Omaha. "We chose to launch this innovative program in this area because of Nebraska Furniture Mart's firm commitment to the Simmons BackCare brand, its widespread customer base and the diverse mix of grocery store chains in the area," said Oakhill. Through a scanner-based targeted coupon program based on what a consumer has actually purchased, a $50 coupon toward a BackCare Ultimate mattress will be offered to these particular shoppers. The targeted items include two categories: 1) health- conscious consumers and 2) those consumers looking to alleviate pain. Category "1" consumers will be targeted through their purchases of items such as Lean Cuisine, Healthy Choice and Slim Fast products and category "2" consumers through such items as Doan's Pills, Advil and Motrin. By surrounding the consumer before, during and after the purchasing process, Simmons BackCare will be able to pinpoint the likely, health-conscious consumer and deliver a customized incentive that affects and influences consumer behavior. Maker of Beautyrest®, BackCare® and Sleep Logic® mattresses, Atlanta-based Simmons Company employs more than 2,500 people in 18 plants throughout the United States and Puerto Rico. For more information, consumers can visit Simmons' web site at http://www.simmons.com.