Observers see pros, cons in dust mite message
David Perry, Bedding editor -- Furniture Today, November 16, 2009
HIGH POINT — Larry Miller's tough talk about dust mites has attracted attention across the industry. The initial reaction is favorable, but some see a potential problem.
“Congratulations to Larry for tackling two important issues with his commercials: 'Replace Every 8' and dust mites,'” said Brad Geddes, president of Sleep Trust Guarantee, a supplier to the bedding industry. “It's great to see innovation from a retail leader.”
Geddes noted that Miller does mention the loss of support and cushioning that occurs in older mattresses, but wonders if some consumers could take the dust mite message in a way that Miller doesn't intend: “The only potential risk I see with his message is the possibility of promoting the sale of mattress protectors instead of a new bed, which, paradoxically, could suggest customers might be able to keep their mattresses even longer.”
Gerry Morris, director of training and development for Sleep Trust Guarantee, said he's never seen a retailer use Miller's strategy to sell mattresses. “I do think it can help,” Morris said. “But I dream of the day where consumers want to buy a top-quality mattress as a result of our industry effectively communicating the benefits of our product instead of consumers needing to buy a mattress to fix a problem, such as dust mite infestation. I imagine the former motivation would generate higher tickets than the latter.”
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