Today's topic: Marketing
By David Perry -- Furniture Today, February 1, 2010
What bedding producers need to do to grow business with their dealers
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Offer or improve marketing/ads/co-op ads
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Offer or improve sales training
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Develop more or better point-of-purchase materials
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Build a better mattress/improve product selection
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Improve customer service/become more flexible
Source: Furniture/Today Bedding Brand Perception Survey, 2009
Retail advertising, sales training support rank high on retailers' wish lists
This week, we report on another aspect of the Brand Perception Survey we undertook last fall. Once again, the findings offer a challenge to conventional thinking.
It is easy for bedding producers to think that the most important thing they supply to their dealers is the mattress. And the mattress is certainly the star offering on retail floors.
But when we asked retailers what bedding suppliers need to do in order to increase the business they do with them, product issues took a backseat to marketing and sales training help.
Retail advertising is the lifeblood of any mattress store, and retailers say they would like better ads and co-op ads from their vendors, along with better marketing support.
No. 2 on retailers' wish lists is better sales training — or basic sales training if that is not being offered. Again, training is an ongoing concern on retail floors, with sales associates often joining or exiting the company on a regular basis. Good training programs are essential.
A related issue is the need for more or better point-of-purchase materials. Those “silent salesmen” are important teachers in their own right.
Fourth on retailers' wish lists is the need for producers to build a better mousetrap … er, mattress.
And in the No. 5 spot on the list is better customer service. Its relatively low ranking on this list suggests that retailers already feel they get good service from their bedding suppliers.
Key take-away
Product has its place, but retailers want plenty of help in the form of better ads, better marketing support and better point-of-purchase materials. It's those extras that make the difference.
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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