Q & A
With the continued growth of the online mattress market, many bedding retailers are finding it increasingly difficult to compete at the $1,000 price point. As more consumers are opting for the convenience and affordability of ecommerce boxed bed brands, retailers who had previously focused on the entry-level price points are looking for new ways to reinvigorate their product offerings. Whether through exclusive features, convenient benefits or step-up options, manufacturers are finding new ways to deliver more value to these retail customers.
How are you helping retailers remain competitive amidst a growing number of new entry-level mattress options?
ROBERT NABOICHECK PRESIDENT OF GOLD BOND
The under $1,000 mark for queen mattresses is right in our sweet spot. We’re able to offer retailers unique fea- tures and benefits that they can’t find from other manu-
facturers. Things like edge-to-edge steel sup- port, two-sided mattresses, real coil and spring box springs and handmade quality make a compelling selling point for consumers shop- ping that price point. By limiting distribution in all marketplaces, we allow our retail partners to operate on a significantly higher margin, which is necessary in today’s business. We are all in with our brick-and-mortar retail partners who are fighting to compete against ecom- merce. We don’t sell our mattresses online, which gives retailers exclusivity on our product lineup. We’re committed to helping our tradi- tional retailers succeed in the marketplace.
DAVID BINKE CEO OF KING KOIL We have done some reengi- neering of our line at the $1,000 price point to include features typically found at the
$1,400 and $1,500 price points. We’ve brought
in latex and higher coil counts into the under $1,000 price range so that our retail partners can offer consumers some compelling values.
ANDREW GROSS EXECUTIVE VICE PRESIDENT, MARKETING FOR SERTA
Despite all of the noise from new entrants in the catego- ry, we’re proud to be the #1 mattress manufacturer in the U.S. and a brand that consumers know and can
trust. This is a huge asset for our retail part- ners. We’re helping them leverage our brand strength with an arsenal of different marketing tools—such as mobile advertising and online video—to build awareness and consideration among consumers. Additionally, we’re working with our retailers to ensure they have the tools necessary to drive higher margin: our AMP program is designed to give retailers an edge in the digital age to help drive traffic to their stores, and we’re raising our game with simpli- fied product assortments, training and point of purchase materials to help RSAs convert to- day’s busy, skeptical shopper.
Visit /
goldbondmattress.com,
serta.com and
kingkoil.com
73% 20 Sleep Retailer / Spring 2018
of consumers say they MUST LIE ON A BED BEFORE BUYING, despite the assurance of
online return guarantees Colonial LLC’s Mattress Shopper Study
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