National advertising programs would give bed makers an edge
David Perry -- Furniture Today, January 23, 2012
HIGH POINT - Retailers gave us a long list of answers when we asked them what producers could do that would win them a greater share of business. And those answers provide a handy roadmap for aggressive producers.
Problem is, some of the things that retailers want are extremely expensive to provide.
Take No. 1 on the list: National advertising programs. Memory foam leader Tempur-Pedic is leading the parade in that category, spending hundreds of millions of dollars in recent years on national advertising. That heavy advertising gives the brand considerable traction with consumers. But conventional bedding producers have different business models that don't allow Tempur-Pedic-type national ad spends.
It should be noted that Serta is stepping up its commitment to national advertising, and that Ashley is also doing national advertising to support its bedding program.
No. 2 on the list is something that producers can more easily accomplish: Provide better products. And that's similar to the No. 4 thing retailers want: Innovation. Innovative products have a way of winning on retail sales floors.
Several of the things that retailers want are well within producers' ability to provide. More sales training (No. 3 on the list) and better point-of-purchase materials (No. 5 on the list) are both in that category.
Faster delivery (No. 6 on the list) and exclusive or selective distribution (No. 7 on the list) both pose some challenges for producers. Faster delivery would probably mean higher costs for the producers, and distribution issues are always tricky for growth-minded producers.
Retailers say they want more regular visits from their sales reps (No. 8 on the list) - another wish that would add costs for producers. But producers could easily meet the No. 11 request - provide more colors in ticking. Retailers specifically said they would like beds with covers that are something other than white or beige. We've been saying that for years.
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Today's topic: Marketing
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