features FROM THE EDITORS HEALTH & WELLNESS Q&A


The right mattress can help ensure a good night¹s sleep and that the sleeper wakes feeling rested and refreshed. We understand that the type of mattress people choose is largely a matter of personal preference. And, just as there is not a “best” single sleep position for everyone, no single mattress suits everyone’s needs or preferences, either. This issue’s Q&A examines how a number of major mattress manufacturers use these facts and available research to create a mattress collection that addresses the variables, to provide a mattress for every customer.


EARL KLUFT President, E.S. Kluft & Co.


1 HOW DOES YOUR COMPANY


TAKE INTO ACCOUNT THE GROWING AMOUNT OF SLEEP RESEARCH AND ITS IMPACT ON THE CONSUMER?


I find it incumbent, as well as fascinating,


DR RAYMOND HALL CEO and Inventor, PILLO1


to read as much research as possible, especially the scientific articles and literature regarding back and neck pain. With this growing base of knowledge and the neurophysiological impact that sleep can have on the human body, I take the data and transpose it into design.” —HALL


Today, there is great research available


MARK OWEN SVP of Brand Management, Simmons


RICK ROBINSON President, Spring Air International


to us and we try to incorporate as much as possible into our product design. When we can, we will balance the research against market realities, such as what our retailers and their RSAs are telling us about their customers. When we are able to marry the research with the “boots on the ground” experience of our retailers, it is the ideal outcome.” —KLUFT


2 HOW DO YOU EDUCATE RETAILERS ON THE BENEFITS OF YOUR MATTRESS?


There are many ways that we share


knowledge with our retailers. Obviously, the four furniture markets give us the opportunity to showcase products and discuss new features in the context of consumer insights and our retailers’ unique businesses.


This year, we also opened a phenomenal,


state-of-the art R & D facility and showroom called Simmons STAR Center (STAR stands for Sleep Technology and Advanced Research) just outside of Atlanta, where many retailers will come to see our full lines. Day-to-day in the field, our sales team is


in constant dialog with our retailers. As part of a recent re-organization, we actually grew our sales force by 30 percent, which included the addition of an entirely new strategic func- tion. These folks are tasked with intimately understanding their customers and actively looking for ways that Simmons can help them each their merchandising, sales and marketing goals in a consultative way. Finally, we are committed to trade commu- nications through industry advertising and public relations and making all marketing ma- terials easily accessible and available to our retailers through a dealer portal, Simmons- Dealers.com.” —OWEN


We educate RSAs based on extensive


research conducted both inside and outside our products. For example, before introducing our asthma & allergy friendly Breathe™ line, we tested Breathe components and finished products at third-party accredited labs. We also researched the latest findings by a number of respected sources including the Academy of Asthma, Allergy and Immunology (AAAAI), the Centers for Disease Control


There’s more… visit www.bedroomretailers.com to read the complete responses! 26 BEDROOM Summer 2012


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