ShopKo testing bedding program in eight stores
By Carole Sloan -- Furniture Today, June 24, 2002
GREEN BAY, Wis. — Buoyed by the strength of its ready-to-assemble bedroom business, discounter ShopKo is testing bedding from Serta in eight stores.
"We're very pleased with the three-market experiment," said Doug Wurl, senior vice president and general merchandise manager for home. While bedding is still in a test mode, the 141-store chain expects to make a decision on a rollout within weeks, he said.
In addition to evaluating the sales potential, he said, "There are operational challenges that have to be resolved. It's an exciting new business as it relates to the mass-market channel."
The test program in Green Bay and Madison, Wis., and Reno, Nev., features five mattresses on the floor from opening price points to luxury pillowtops, Wurl said. "Pricing lands close to that of the wholesale clubs," he said. Serta is the sole supplier.
In the test stores, ShopKo has allocated space for bedding as part of the RTA department, which features on-floor rather than gondola displays.
"We have to measure what we will displace if we roll out the program," Wurl said.
He said ShopKo "has a very strong RTA business, which has been and continues to be such a differentiator for us from other discounters. It's a spectacular business."
Curios and kitchen furniture also have been strong growth areas.
There are no dedicated salespeople for bedding in the test stores.
"We've developed signing packages that will answer questions," Wurl said. When the bedding is selected, "we use the same pick and pull system that we do for RTA. Customers pick out the item, pay for it and it is brought to the pickup area."
Customers then take the bedding home themselves.
