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Industry needs to work harder to sell better sleep

by David Perry -- Furniture Today, April 17, 2010

It's become axiomatic that the mattress industry should sell better sleep rather than cheaper mattresses. Many mattress veterans voice that goal. But something called the recession has made that goal even harder to reach.

We've worked with Craig McAndrews, a bedding retail veteran, for several years and have been impressed with his analytical approach to the business. So we asked him last year to grade the industry on how well it sells better sleep. The results, which McAndrews presented at our 2009 Bedding Conference, were sobering. Sadly, low scores were the order of the day.

But we don't share these scores to depress. Rather, we revisit them to provide some examples of things retailers can do in each category to make the better sleep connection with consumers. McAndrews, now a vice president at Houston-based Mattress Firm, cited several examples in his thought-provoking presentation:

u Better sleep products: Add more relaxation products like soothing sleep CDs to the sales mix. Also add sleep aids like eye masks and ear plugs.

u Better sleep salespeople: All retail sales associates should ask consumers about their sleep habits. And they should also talk about the benefits of a good night of sleep.

u Better sleep messages: Mattress retailers should tout product benefit information, as well as information on ways that consumers can improve their sleep. Retailers should also share information on the medical aspects of sleep.

u Better sleep services: Consumers want retailers to provide an assessment of their sleep habits and recommend beds they should try. They also want more private areas to try them out.

Mattress Metrics is a regular column of statistical analysis by David Perry, bedding editor.

Better Sleep Retail Scorecard
As graded by Craig McAndrews on a scale of 100 (best)

	Score
Source: Craig McAndrews' Better Sleep Retail Scorecard Study, 2009.
Overall	65
Better sleep products	70
Better sleep salespeople	84
Better sleep messages	43
Better sleep services	59

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Industry gets low grades on selling better sleep

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