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TV mattress shopping story unfairly tars entire industry
I don't want to insult the (bedding) manufacturers or retailers, but it feels like a racket to me," said Meredith Vieira, co-host of NBC-TV's "Today" show, after watching a story on the show on the difficulties of mattress shopping.
Well, Meredith, you did insult the mattress industry. But the "Today" show story, "Don't lose sleep buying the perfect mattress," which aired Sept. 26, was an even bigger insult. Janice Lieberman, "Today's" consumer correspondent, found little she liked in her examination of mattress shopping.
There is certainly some truth in her central assertion, that it's difficult to do comparison shopping in the mattress industry. But Lieberman is painting our industry with much too broad a brush. A great many bedding retailers operate with integrity and honesty, really want to meet consumers' needs, and contribute time and money to their communities.
We honored six such retailers — Select Comfort, Sleep Train, Better Bedding, Sit ’n Sleep, Long's Bedding and Ergo Customized Comfort — at our first Bedding Conference earlier this year. There are many others, but you wouldn't think that as you watched the "Today" story. Buying a mattress "is almost as bad as buying a car — or even worse," Lieberman said in the print version of her story. Ouch!
She has done our industry some real harm, I fear. Her "bottom line" — negotiate on price — may bring some savings to some consumers, but will bring anxiety to others who visit retailers already offering legitimate prices and who won't negotiate. And those legitimate bedding retailers will have to explain why they don't negotiate. The fact is, some retailers negotiate on price and others don't. Lieberman should have said that.
She badly missed the mark with some of her claims. For example, she said: "So what makes one mattress worth hundreds, or even thousands, of dollars more than another? Sometimes it's nothing at all. A different name and a different color ticking may affect the price."
The fact is, there are almost always significant differences in the materials used in beds that are sold for significantly different prices. This is not some big shell game, as Lieberman suggests. Our industry does a great job of adding meaningful features and benefits, and of clearly differentiating our products. That's one reason our average unit selling prices continue on the upswing.
Lieberman goes badly awry when she says that consumers could save money by making their own pillowtop mattress: "You could save lots of money by purchasing an inexpensive egg crate and covering it with a down mattress cover to get a similar effect." Does she really think that consumers should sleep on jury-rigged mattresses like that? That's a bizarre suggestion.
My bottom line: The "Today" show seems more interested in bashing the mattress industry than in providing a balanced perspective — and really helping consumers. Yes, we have our faults, but we do many things well.
The "Today" show should have told the whole story.
Give Me A Break commented:
here is an idea...when I go to buy a car for example I can say a make, model, year, specifications and I get a price. If I want to shop some more I go to another dealer and say the same thing, they give me a price I pick the better deal. Why doesn't the "mattress industry" do the same? Why sell the same thing wrapped 5 different ways, so we can't compare and get a good deal? This is a bit misleading
natobedding commented:
well there is a few things you can do. First off ask what the model name or number is that the manufacturer uses. Also ask if the set is made specially for that mattress store. If it is made by that store's spec. than it is impossible to compare to another retailer. I am also a firm believer in "buying the salesman". For example, if they are telling you something that feels wrong and you can't trust them, than you shouldn't purchase there. Have you tried a smaller retailer, maybe a local dealer that isn't a major? You may spend a bit more on the set, but they are usually more trustworthy and service oriented. You should also start looking for the set that you are most comfortable on without brand loyalties. Some independent bedding companies make a more durable and affordable set while saving you some money. Like I said before look for a trustworthy salesman and you will find the set that will fit you the best....yes, we are out there!!
frustrated shopper commented:
I found this commentary because I am currently shopping for a mattress. Perhaps some of you can help me, but it IS maddening. I have not found the repeat of one name of a mattress between stores. Most of the stores (not all) I've visited don't tell you what kind of foam or coils or fabric you're getting on the sign (I don't know a knit from a faux knit). And how do I know that the stores that tell me all the info are giving me a good price? The store that did tell all the info couldn't tell me when their sale ended. People tell me the "no flip" used by big mattress makers is just saving the makers money because you can't flip to hide that stain or even out the "nesting" that the mattress industry doesn't deny. Consumer Reports can't compare because there are so many names. We had decided on a mattress, only to notice that the fabric cover on the show room model was RIPPING. Do I now trust none of the mattresses by that brand name? I haven't seen the piece, but I'm going to look for the text version, because I'm not enjoying this one bit. I did just buy a digital camera: and though I found there was no camera that fit all my needs at least I knew what I was getting and their were "reviews" out there. You can't find reviews on mattresses. Hey I know there's personal preference, but you can have the pillowtop reviewer and the firm reviewer. And you can talk about longevity of a product if there were consistent names between stores.
Dave Perry commented:
Duane (and Ark Rep): Your posts are giving me an idea. Maybe I should send my column to the Today show and see what happens. I'm not overly optimistic, but I can do my little part to educate the news media - although the Today show's horse is out of its barn.-Dave
Duane Allison commented:
David, as a public voice in this industry, why not contact the show and do a rebuttal?
ARK REP commented:
Maybe our industry leaders and publications such as furniture today should take a pro-active stance and work with the news media at large to get out meaningful, truthful information- Good, Bad and Ugly... Not some incoherent rant on our sometimes less than glamorous industry.
Dave Perry commented:
Thanks to all posters. We've got some real mo-mentum here. It is interesting how the discussion has meandered a bit. Nothing wrong with that; it's the nature of blogs. But I do believe my main point - that the Today show did a bad thing - remains largely unrefuted. Dave G. says we deserve this bad PR. I can't go that far. But, as the saying goes, I will defend your right to disagree.-Dave
nato bedding commented:
well other than the first line of your post, I really don't see the relevance to the topic at hand. As far as the distribution issue goes, for example, La-Z-Boy can sell to whomever La-Z-Boy wants. If a store can give them a $100,000 order per month but the store across the street wants that distributor as well but can only give them $10,000 month than it is up to the retailer of the higher output store to ask for exclusive rights to the product. Since the distributor dosen't want to lose the $100,000 client, it will gladly refuse selling the smaller retailer. Nothing illegal, just business. Same as in the mustard thing for the grocery store, believe it or not they do it too. Now as retailer there are about a million companies that will copy the product that you need, you just have to ask your reps. Sounds to me that you were schooled well on the ways of distribution, but didn't take the course on retail.
steve baze commented:
the story was horendous in some areas and right on the money in others.the furniture business with its selected distribution that favors higher volume retailers that push vendors around who sell the competition their brand is antiquated and insulting.Suppose i had to go to a certain grocery store because i prefer one brand of mustard over another.That would be insane but is the norm in this industry that wont sell stores in competition with each other or smaller stores that wont keep up to sales figures of other retailers.I COULD GO ON AND ON as i worked for jim mcingvale at gallery in houston for years and saw first hand how distribution affects us all. now i have my own store BEDS TO GO IN HOUSTON AND THE VENDORS GALLERY BUYS FROM WOULDNT SELL ME JUST BECAUSE I USED TO BE THE BEDDING MGR THERE AND THEY WANT TO AVOID THE WRATH THAT WOULD COME... SO MERIDETH IS SOMEWHAT CORRECT IN THAT BRANDS ARE NEXT TO IMMPOSSIBLE TO SHOP AND IT GOES BACK TO THIS DISTRIBUTIION ISSUE WHICH TECHNICALLY IS ILLEGAL...I INVITE YOUR OPEN OPINIONS THANK YOU STEVE BAZE BEDS TO GO HOUSTON TX 281 537 5700
Dave Garretson commented:
To Dave P: I did read the story on NBC's site. The reporter's advice is not much different from how I might advise a relative to buy a mattress... make sure you think it's comfortable and try offering them less money (because, yes, most retailers will accept less). Yes, many sections of the report are flat wrong and annoying, but as I said earlier, sadly our industry earned this kind of negative attention by the we sell our products.... To Jeff G & Nato: Jeff, you and I see this similarly. When we sell based only on price, we are the losers. Nato, you sound like a great merchant. If more sleep manufacturers and retailers were like you, I'm sure we'd see fewer nasty news reports about mattresses. Please open a store in my territory... you should be selling my products!
Warren Littrell commented:
Are you really susprised with this type of reporting. If they told the truth the viewership would be dramatically less and they would not have the dramatic segment promos to drag in the viewer. This is no different than the one sided, biased reporting they do on almost every issue whether it is politics or the "Big Business" community. Remember wind power is good while nuclear power and big oil is the antichrist. There is no objective media left. They all have their own agenda.
jeffgtherep commented:
In a way I agree with Dave G., most retail advertising is based on price. Notice I said most, not all. I have read and blogged with Nato and I think he would have a stellar bedding floor and ad plan in place. Shame on the mattress industry for pushing price for so long. As an example look at what Starbucks has done and continues to do with coffee. They sell the froth not the brew. It is about atmosphere, lifestyle, prestige. God forbid your friends see you with a cup of joe from the 7-11 now a days, as a rep that brings the coffe and donuts I even feel the pressure! That said, once in your car and on the road the only thing concrete is that you have a cup of coffee in hand and $3-$4 less dollars in your pocket than had you stopped at the 7-11. We need to start to advertise lifestyle, health benefits, overall general well being. Medical fact backs up our product, we do not need to hide behind anything. I dont claim to have the answer I just know from working floors and having sold that taking the time to present the health first goes along way. Maybe more needs to come from the manufacturer, than just choice of comfort ad slicks.
Dave Perry commented:
To Dave and Nato: Dave, sorry you woke up on the wrong side of your mattress today. Nato, thanks for setting the poor guy straight. Follow-up question for Dave: I understand your point, but don't you think the Today show story painted an unfair portrait of our industry as a whole? -Dave
nato bedding commented:
well thank you for making the same mistake NBC did. Just grab that same paint brush and cover all of us with the same standard that they did. So all bedding stores gouge their prices just to give discounts? Well, come into our family store and see how honest some retailers are. I can name several stores in our area that work on a no nagotiation system. We realize that when you get into a auction type enviroment with the customer the only one who wins is the customer. Plus, most merchants don't give the customer the benefit of a brain.The customer will do research and will go to where the best price is and mostly will "buy" the salesman over the product. In my opinion it seems like the corespondent for NBC didn't do their homework and got burned on their purchase, in other words, sour grapes.
Dave Garretson commented:
Oh, boo-hoo-hoo, cry for the poor mattress industry, nobody understands us! We advertise price above all else, and they misunderstand that price is all-important. We wheel and deal to make the sale, and they misunderstand that our prices are negotiable. We make it nearly impossible to make meaningful product comparisons, and they misunderstand that there is no point in understanding our products. It is so unfair that the world misunderstands us!! So sad. I think I'll cry myself to sleep on a free-with-purchase pillow.
Dave Perry commented:
Bill and Jeff: Thanks for getting this blog off to a good start. I like the way you both appreciate the power of establishing the benefit of a good night's sleep. That, after all, is the best thing we offer. And it does transcend price. Or at least it should. -Dave
jeffgtherep commented:
I agree 100% The piece should have been titled "open air market negotiation 101" Call me silly but when I purchase an item big or small it has to fill my need and be of value, if not I walk. The correspondent in the piece would not have slept any better with an extra $200 in her purse that night, because the piece spent no time on the benefits of a good nights sleep and the by products of good sleep. I do agree with the comment posted by bill hoff that those retailers that do not negotiate will benefit because I think they tend to sell value, benefit, and overall better sleep first once all of that is established price is almost secondary.
bill hoff commented:
"Bad press is better than no press at all". If the saying holds true the honest retailers may be able to garner some uptick in business from the Today Show piece. Call me an optimist but consumers are more likely to do their homework before shopping for the new mattress set after a scare piece such as NBC had. The honest retailer will help to educate the consumer and present a value far greater than two-hundred dollars off if you buy tonight! Those retailers who do the right thing should embrace a piece like this, present the consumer with a value far greater than money, a spectacular nights rest!!!!!!!
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