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Why bedding retailers, producers differ on issues
If bedding retailers were in charge of the world, here’s what we’d have:
* Much shorter bedding warranties. The 10- and even 20-year warranties now being offered by producers are way too long, some leading bedding retailers say. A one-year warranty would be far better, and more in line with the warranties offered by other major consumer products.
* Fewer bedding line changes. Retailers want to stick with winning mattress models. It’s disruptive and costly to retailers to take on all-new bedding lines.
* Better manufacturer sales representatives. A pat on the back and a box of doughnuts for retail sales associates just doesn’t cut it. Retailers are looking for bedding reps who can help them differentiate their product lines on the sales floor, and help them solve problems that may arise.
Those were some of the more provocative points that emerged from a retail panel held during the International Sleep Products Assn. Expo in San Antonio earlier this month. The well-attended session was ably moderated by Don Hofmann, the former Simmons executive, who now is a consultant with Global Nonwovens.
The panel included Mike Eppinger, senior vice president of manufacturing and supply chain at Mattress Discounters in Upper Marlboro, Md.; David Koehler, a regional manager of Havertys Furniture, based in Coppell, Texas; and Steve Stone, president of BedMart in Portland, Ore.
As I listened to their comments, it struck me that their view of the bedding world can be a very different one than that held by most bedding producers. While we ultimately are all serving the consumer, the fact is that producers have their issues to deal with, and retailers have another set.
Take warranties, for example. It’s a competitive issue among producers. A producer who shortens his warranty faces being knocked by his competitors for not standing behind his products. And some producers use their longer warranties as points of differentiation.
But the retailers on ISPA’s panel said that longer warranties may lengthen the bedding replacement cycle, something that’s bad for both bedding retailers and producers.
I’m not sure how to reconcile the differences between producers and bedding retailers. But I do plan to ask some leading bedding producers what they think about these issues.
I’ll have the opportunity this week at Furniture/Today’s Bedding Conference, which is being held at the Ritz-Carlton in Lake Las Vegas, Nev.
One of our sessions includes a panel of five leading bedding producers. I’ll be challenging them with some of the retailers’ insights from the ISPA panel. It should make for a lively session. I’ll let you know how things turn out. (to add public comments click on "Add your Comment" below, or to email Dave directly click here.)
Winnie Bee commented:
Shorten your warranties on bedding products and watch a revolt from the consumer. Buying a bed today is quite possibly the worst consumer experience available. Buyers are losing faith due to repetitive bad experiences with supposedly good manufacturers and retailers. I personally have had beds from Simmons break down in 6-12 months, Serta in 1 month, Spring Air arrived with multiple stitching errors/stink/bad cover material. I am 5'6' and 145 pounds, no kids, and spend 1/3 of my time on the road..hardly someone "hard" on a bed. At least with cars we can truly compare what we are buying. Not with mattresses. When I wrote to Serta requesting the technical information on one of their beds I had enjoyed sleeping on, the response-from customer relations-was to go to my local Serta manufacturer. Serta national was loathe to tell me, the consumer, what made up the bed they had sold to a well known retailer so I could compare it to other Serta mattresses made for other retailers. FYI...the disgust I feel is also being felt by others. At least 3 people I know have gone through multiple beds in less than 10 years. Go ahead big guys and strip your warranties to 1-5 years. I guarantee that you will see the buyers with money head elsewhere. I already am.
David Perry commented:
Guys: Thanks for your posts. I just got back from the Bedding Conference. We didn't talk much about reps, but this is a topic I won't drop. I appreciate your insights. Any other reps want to weigh in? -Dave
BedMan commented:
Imagine that, retailers want a partner in the field. Spending time on both sides of the equation, everyone's world is being changed, more responsibility, more deadlines and no more help. The issue is simply that more is expected from both ends. How can the rep be pro-active, when he/she must hit 8-10 stores, just to keep on top of things. (Sure the Simmons reps, all 3 of them, can vouch for that). The jobs are to be mutual partners in growing the business, and doing whatever it takes. There are fewer and fewer of both.
Dave Garretson commented:
Better reps? HC'mon, now it's getting personal! Seriously, I doubt that there will ever be a meeting of the minds between buyers and vendors of any product, especially mattresses... If you were to print the manufacturers' wishlist of what the ideal retailer should be, it'd be clear that the manufacturers' priorities are very different from those of their retailers... I could boil it down to one thing. The retailer says "Where's my stuff?" and the manufacturer responds, "What do you mean, where's your stuff? Where's my money?"
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