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REM-Fit, by Protect-a-Bed, Outlines the Benefits of a Brand Store

Family-owned and operated Robert Jefferson Home has been a cornerstone of its local community for over half a century. Like many independent retailers, the store faces a multitude of challenges, from finding the right staff to staying relevant in a retail space disrupted by e-commerce. This series examines some of the issues Robert Jefferson faces as well as the companies that make sure Robert Jefferson stays around for many generations to come.

 

CASE STUDY

Robert Jefferson has a space problem

Robert Jefferson Has A Space Problem

If you had to guess, how many challenges do you think independent retailers face over the course of a month?

There are cash flow issues to tackle, real estate decisions to make and worries about how to include the right amount and right mix of products on the sales floor.

Store design is growing ever more important, especially with online disrupters changing the way retailers need to do business. Retailers need to engage consumers in different, more interactive ways, which includes e-commerce.

How do you reach a consumer who’s already researched your store and compared it to the competition? How can you engage a consumer in your store and keep them coming back for more? These are some of the struggles independent retailers like Robert Jefferson deal with on a daily basis.

The store has limited floor space to give to various product categories, and the crew isn’t sure how to make the most out of the floor space it has. It wants to be sure its consumers have a variety of options to choose from, and it doesn’t want to do away with any one category.

Because products and brands have been fighting for attention, Robert Jefferson has tried to accommodate, but it’s ultimately led to confusing visuals and a disjointed consumer experience. The retailer wants to give all of its products and brands attention, but it can’t afford to cut too many products in the process.

Robert Jefferson is also having trouble determining the most effective product mix on its sales floor. After much trial and error, it still can’t settle on a good product mix, and the store has lost sales and had lower than optimal add-on attachment rates because of this.

To top it all off, the other day, Brenda, one of the sales associates, noticed that the higher ticket items were getting significantly more exposure than add-ons or accessories. She feels that because they were not in clear view and accessible, she wasn’t able to easily and effectively integrate them into the sale. This problem has had a significant effect on the business and Robert Jefferson needs help.

The Retailer

Robert Jefferson

Robert Jefferson Home Furniture is a fictional case study representative of retail concerns across the country.  It is a family-owned, multi-generational retail store located in the Chicagoland Suburbs. Its two locations, in Barrington and Naperville, offer mid- to upper-price points and bring in about $8-10 million in total sales annually. Its demographic has changed considerably as housing values increase and Millennials are becoming the primary consumer. As the retail space changes, the company is learning how to deal with new challenges daily.

SOLUTION

REM Fit

REM-Fit, by Protect-a-Bed, outlines the benefits of a brand store

One of the most effective ways to differentiate your company and elevate your business is to install a brand store.

A brand store is a space specifically dedicated to carrying a brand’s products, displays and messaging within an existing retail store. The space design and products are controlled by the brand themselves, allowing them to bring their own outlook, full product line, and expertise into the main retailer’s business, while the sales floor is staffed and run by the retailer’s existing salespeople.

When a retailer partners with a brand through the brand store concept, they can sell a better vision, tell a better story and work together to amplify marketing reach. Retailers can count on consistent inventory, merchandising support, space build-out and display when adding a brand store to their location. And the retail sales team is re-energized, with clear focus on what and how to sell.

Branding, display and story play a role in the visual communication of the space. While these draw eyes and curiosity, brand stores feature unique, innovative products that solve real problems. These products are a key driver of consumer engagement, and provide a reason for consumers to come back to the store. Retailers that carry REM-Fit’s innovative products see an increase in foot traffic. When positioned and paired with other products within the same brand store, it becomes clearer to consumers how additional products like sleep accessories and technology, can amplify their rest and recovery when used in conjunction with products like pillows and mattresses.

The REM-Fit brand store program offered by Protect-A-Bed is currently featured in retail locations like Mattress Firm and the Back Store -- in fact a total of 15 retailers across the US and UK. In the REM-Fit Brand Store Program, sales training support, marketing and promotions, quick-ship inventory, custom store design, and increased margins are part of the comprehensive brand store package. If these retailers are benefitting, so, too, can retailers like Robert Jefferson Home Furnishings.

A brand store can benefit your business in four powerful ways:

Differentiate from the competition. If your retail store looks very similar to your direct competitor’s store, the solution could be as simple as adding a brand store.

A brand store provides retailers with differentiated products, engaging displays and a brand story. They make it convenient for consumers looking for multiple products, and give your store something new, different and desirable for consumers to look forward to.

Drive traffic. Plain and simple, retailers want traffic, and a brand store provides a successful way to increase it.

Through marketing support that is comprised of consistent messaging across multiple mediums, a brand store provides even small retailers with an omni-channel presence. This aligned presence increases targeted foot traffic to stores and assists in preloading sales by increasing the amount of genuinely interested shoppers at a given brand store location.

A brand store can also become a consumer destination, which will help drive even more traffic. Consumers will come to your retail store because they know they can find the brand they’re looking for. And because they’re already in your store, they may be more likely to find products from multiple areas of your store that complement each other.

Increase accessory sales. While higher ticket items get the lion’s share of space, add-ons are often pushed to the side or the corner and not integrated into the sale.

If accessories aren’t visible, it makes it harder for salespeople to naturally integrate them into a sale. A brand store positions accessories as part of the buying process, increasing the attachment rate and average whole sales tickets.

For example, a brand store in a mattress shop can help increase accessory sales because it’s focused on selling complete sleep solutions. By employing a strong brand story, a brand store is able to transform a mattress purchase into a sleep solution purchase.

Grow margins. Raise your hand if you want more money. I think we all would, and a brand store can be a powerful tool for growing margins and increasing profit.

Unlike stock retail purchases, brand stores signify a commitment from the retailer to both sell and represent the brand. As such, retailers who have a brand store enjoy larger margins on sales than traditional stock buy retailers.

Adding a brand store to your retail space is easier than you think. Here’s the simple process:

  • Once approved, a brand store is up and running in 4 to 6 weeks
  • Throughout the process, the REM-Fit team provides end-to-end build-out management
  • Actual construction is completed in 1-2 days, with minimal business interruption
  • Products are shipped and stocked quickly ensuring consistent in-stock
  • Graphics, video and image updates are provided regularly to ensure a fresh look
  • Programmatic marketing support starts driving traffic right away

 About Us

REM Fit logo

Based in Chicagoland, REM-Fit is a sleep and bedding technology company focused on providing better rest and recovery. The brand offers an ever-expanding suite of products including sleep trackers, innovative memory foam mattresses, pillows, bedding and smart products like the ZEEQ Smart Pillow. More at www.rem-fit.com

 

 

 

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Furniture Retail Solutions

http://www.furnituretoday.com/RetailSolutions

Over the past year, the Furniture Today editorial team has been on the road, studying retail – what's working and what challenges even the most established retailers face. Born from these studies is Furniture Retail Solutions – a multi-part series addressing common problems retailers face. But more importantly, marrying that problem to a solution other retailers, manufacturers and suppliers have successfully implemented in their own businesses.

RSA Insights & Intelligence

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RSA Insights & Intelligence gives you, the retail sales associates, critical intelligence and insights. We make it easier for you to sell by providing actionable tips and key takeaways you can and should use for every sale. Check out our latest two articles:
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