Share this on

Tackle Web Complaints Quickly, Says McAndrews

Larry Thomas -- Furniture Today, June 1, 2011

Mattress Firm executive Craig McAndrews urges retailers to quickly address complaints on social media outlets to keep their reputations intact.AVENTURA, Fla. - Mattress retailers must be proactive in addressing concerns raised on social media outlets or their companies can quickly gain a sordid reputation among consumers, a top bedding retail executive warns.
     It doesn't matter if the concern is valid, said Craig McAndrews, vice president of merchandising at Mattress Firm.
     What does matter is that the concern is addressed promptly so that it doesn't take on a life of its own and unfairly give the retailer a black eye, he told attendees at the Furniture Today Bedding Conference here.
     "There's no accountability (on the Web). It allows people to say what I am doing and thinking right now," McAndrews said.
     He said it's important for retailers to have someone actively monitor and respond to comments on social media sites such as Twitter and Facebook. In addition, he suggested retailers keep track of so-called "mommy blogs," or sites where women write about their experiences with various stores and their products.
     "It just takes one person with one bad experience to cause you a lot of problems," he said.
     The influence of social media was one of five key trends McAndrews said retailers need to watch in 2011.
     The others are:
     ► Barbell retail results, where stores have strong sales at price points above $1,500 and below $599 in queen.
     ► Reduced spending on advertising.
     ► Raw materials price increases.
     ► The Tempur-Pedic phenomenon, and sales associates' interest in selling Tempur-Pedic products at $1,599 to $5,000.
     McAndrews was quick to praise Tempur-Pedic for its success, but said the presence of those products on the sales floor can result in a "big-game hunter mentality" among sales associates. He urged retailers to closely examine sales of all brands and watch how associates work the floor.
     "Make sure you're not walking away from other business," he cautioned.
     He said the raw materials price hikes plaguing manufacturers already have resulted in some wholesale price increases, and said more are likely.
     According to McAndrews, manufacturers are under pressure to reduce the quality of materials in order to hit key retail price points. But he urged retailers to develop alternative merchandising strategies that deliver added value.
     He said the so-called "barbell" sales results mask problems at price points of $699 to $1,299 in queen that should have the highest velocity.
     "It disguises weakness in the middle of your lineup," he told the group. "Examine your unit sales across all price points and make sure all of them are performing well."

Share this on

‘Lowest Price' Ranks Far Down on List

Aug 16, 2011

High-End Consumers are Back, Top Mattress Retailers Confirm

Jul 13, 2011

If delivery goes bad, you'll know quickly

May 23, 2012

Mattress retailers hope to boost sales with accessories

Oct 19, 2010

Taking too long to say ‘hi' could cost retailers a sale

Mar 6, 2012

Also by this author

Also by Larry Thomas

Featured Company

Wright Labels

Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more