Steering based on market research:
Market effect &Swiss Sense

Market leader in box spring mattresses

There are few companies that control the entire chain, from raw materials to home delivery of the finished product. "For us, this is a conscious choice. If we do it ourselves, we can really do it well for our customers and offer a good and fair price/quality ratio," says Martin Diks, the fourth generation of the bed-making family that has been active in the field of sleep comfort for a hundred years. "We want to expand our market position, and we are doing so with the help of market research."

Steering based on market research

When you manage everything yourself, it is important to remain self-critical. Does your image still reflect what you want to convey? Is it a good idea to tap into a new market? Does that market actually exist, and what exactly are consumers looking for? Swiss Sense works closely with us to investigate all of these issues.

“We always listen to our customers first and are a data-driven company. Markteffect the data we are looking for based on extensive (international) market research, and after internal evaluation, we convert this into action points. These insights help us to facilitate our growth.”
Martin Diks, CEO Swiss Sense

As an example, he cites recent plans to include mattresses in the product range alongside box springs. According to Diks, mattress buyers appear to be a completely different customer group than the consumers Swiss Sense has been familiar with for the past ten years. These are often more emotionally driven customers who care about how something looks but are uncompromising when it comes to sleeping comfort. Our research shows that mattress buyers often have very different considerations: they are looking for a new mattress to alleviate physical complaints, for example. "This finding is very interesting. We had an idea that it would be different, but it's nice to have it substantiated by research," says the CEO.

Abroad

Outside the Netherlands, Swiss Sense operates in Belgium, Germany, and Austria, with eight, 34, and two stores, respectively. To expand in Germany and Austria, the Uden-based company asked Markeffect to conduct research. Through extensive preliminary research via our customer panels, we demonstrated that there is definitely a market for box springs in both countries. "Markteffect now quantifying these results in a larger follow-up study, the results of which we are still awaiting," says Diks. "This allows us to once again demonstrate the value of good, in-depth research for Swiss Sense."