As one of the nation’s leading bed retailers, the Sleep Number® store creates a consumer-centric, interactive shopping environment that transforms a purely rational shopping experience to one that maximizes both rational and emotional and health appeals, and elevates the Sleep Number® experience to the full potential of the brand. The traditional sea of mattresses displayed in other retailers is replaced with a modern and comforting environment. The store design supports a relationship-based selling environment and elevates the customer journey, positioning the product as hero, in turn increasing its perceived value. The mall concept elevates the store design as an over-the-top differentiated Sleep Number® experience, while broadening awareness and consideration. The store layout is designed to support their relationship-selling process.