Simmons Bedding Company is set to launch a three-part in-store tech package dedicated to helping its retail employees simplify and streamline the sell and eliminate the mystery in the mattress purchase.

“We have made it a priority to develop resources to help RSAs [retail store associates] simplify the mattress purchase. With breakthrough marketing campaigns, we have created a polished, high-tech product story for our recent product lines. Yet, the in-store sell remains–industry-wide–fairly low-tech. We’ve developed this technology package to help thread that dynamic storytelling through the in-store experience,” says Jeff Willard, EVP of marketing for Simmons, in a release.

One of the new tools is SIMulator, a proprietary “augmented reality” app that uses customized trackable point-of-sale to trigger an interactive 3-D model that breaks down the mattress layer-by-layer. Interactive animation brings Simmons’ signature technologies to life, giving RSAs the ability to give consumers a look “inside” the mattress. This peek “behind the curtain” is designed to increase consumers’ comfort and confidence in their purchase, thereby shortening the purchasing cycle and enabling RSAs to more easily close the sale. Select dealers will beta-test SIMulator on the Beautyrest Black Kate and ComforPedic iQ 180 models beginning August 2014. The app will be available for download on the App Store and Google Play in January 2015.

Simmons will also debut Wright Global Graphics’ new RetaiLive app. Using image recognition software in the POS, RetaiLive instantly triggers product videos and demos to give RSAs an effective, engaging way to interact with and educate consumers on the retail floor. RetaiLive will make video widely accessible and eliminating the need for expensive, expansive in-store video displays. RetaiLive is available for immediate download on the App Store and Google Play.

Rounding out the technology package, Simmons is also introducing a series of short sales training videos. This series, called SIMple Facts, is designed to simplify larger, more complicated component concepts. These 30-second learnings focus on explaining one “big” idea, providing RSAs with quick, digestible factoids to educate themselves and interested consumers.