Today's topic: Priorities
By David Perry -- Furniture Today, January 11, 2010
Most important attributes of bedding producers
Percent of retailers rating attribute “important” or “very important”
| Good customer service and meets commitments | 95% |
| Source: Furniture/Today Bedding Brand Perception Survey, 2009 |
|
| Accurate delivery dates and inventory tracking system | 92% |
| Strong and financially stable | 86% |
| A warranty program | 79% |
| Having a well-known brand that is recognized by consumers | 75% |
Retailers expect good customer service, delivery
Are bedding brands important? Of course they are. But this survey reveals that brands are much less important than several other attributes that retailers are looking for from their bedding suppliers.
These results come from a brand perception survey conducted by Furniture/Today last fall to gauge retailers' opinions of several leading and secondary bedding brands. The results of the study, part of the newspaper's ongoing commitment to document key developments and attitudes in the bedding marketplace, are presented here for the first time.
The survey, which presents the views of more than 80 bedding retailers responding to an online questionnaire, found that retailers are most interested in good customer service from their suppliers and want them to keep their commitments. The next priority, and one related to the first issue, is that suppliers should provide accurate delivery dates and have an inventory tracking system.
Retailers cite producers who are “strong and financially stable” as their third priority, followed by producers offering a warranty program. Note: The retailers didn't say they want long warranties, just that they want some type of warranty.
The No. 5 attribute is that the producers should have a well-known brand. The strong brand attribute rates a full 20 percentage points lower than the need for good customer service. Strong brands are trumped by the need for good customer service.
Key take-away
The road to a retailer's heart goes through the door of good service, commitments kept, and on-time deliveries.
Mattress Metrics is a regular column of statistical analysis by David Perry, bedding editor. Ideas for future coverage can be shared with Dave at dperry@reedbusiness.com.
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