'Xtreme team' brings wealth of experience
By David Perry -- Furniture Today, May 18, 2009
Birmingham, Ala. — Supplier Leggett & Platt fielded a strong team of industry professionals when it undertook an "Xtreme Retail Makeover" at Bedzzz Express here.
Like members of any team, they bonded as they shared flights to and from Birmingham, packed into vans for trips to Bedzzz Express stores, grabbed lunches on the run, and enjoyed the occasional ice cream cone at Hamburger Heaven, located conveniently across the street from one of the Bedzzz Express stores.
The team was led by Mark Quinn, group executive vice president of marketing for Leggett & Platt's bedding division. He has more than 15 years of sales and marketing experience in the bedding industry, and the Xtreme Retail Makeover was his big idea. Quinn is a polished performer in front of the camera, and behind it, too. He directed video coverage of the Xtreme Retail Makeover project.
The other team members were:
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John Walsh, L&P's director of creative services. He headed the retail makeover marketing team. He brought a "less is more" advertising ethos to his work, encouraging Bedzzz Express to try some new advertising strategies. He also gave the retailer's point-of-purchase materials a more emotional appeal, and updated the brand message with a softer, more sophisticated feel.
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Brian Croft, L&P's director of U.S. retail sales. He focused on sales performance management. He helped Bedzzz Express develop new ways to focus on adjustable beds and boost overall profitability with those products. He also helped Bedzzz Express create a system to track the performance of individual salespeople.
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Herman Tam, vice president of sales and marketing for L&P's consumer products group. He focused on sleep accessories, key products in the L&P portfolio. He helped Bedzzz Express install new accessory display and education kiosks that highlight pillows, mattress and pillow protectors, and sheets.
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Tom Hawkins, L&P's Web development director. He fortified the online branding and marketing efforts at Bedzzz Express. He concentrated on search engine optimization and led an overhaul of the Web site designed to help the retailer reach and convert a more targeted audience. In addition, his efforts will help the retailer measure results delivered by the Internet tools.
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Mary Leigh Wallace, vice president of RLF Communications. She helped Bedzzz Express stretch its dollars by receiving coverage in key consumer and trade publications (including Furniture/Today, of course). Greensboro, N.C.-based RLF is the public relations agency for L&P's bedding group. Wallace also helped Bedzzz Express explore promotional partnerships and cooperative advertising opportunities.
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Bedding store gets remake
Apr 6, 2009 -
Inside Bedzzz Express' 'Xtreme Makeover'
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