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MARKETING


Englander Highlights New National Product Line With Redesigned Website By Chris Schriever


As part of its major brand relaunch, Englander has unveiled a redesigned website, giving re- tail partners a powerful tool to engage con- sumers. Beyond its refreshing, clean aes- thetics and bold, clear messaging, the new Englander website offers easy navigation and useful content for both retail sales associates and end-consumers. The new website was designed so that RSAs and consumers alike can easily learn about the new Englander Dreamer collection, in addition to the company’s rich 125-year history. The product is clearly presented on the site, starting with the mattress type—latex hybrids or 100% latex—with further selections providing more


detail about comfort options and components. Using large, singular images and easy-to-read text, Englander illustrates that it uses quality materials proven over time with modern com- ponents for enhanced comfort and durability to make best-in-class beds. “Englander.com is a 24/7 channel for us to


reach and help our global partners and con- sumers,” said Mark Kinsley, president and CEO. “Key requirements in the redesign were that it be consistent with our message that com- fort isn’t complicated and clearly demonstrate transparency in what makes Englander the best quality mattress, inside and out,” The new website design and content deliver on Englander’s brand pillar of simplicity. In addi-


tion to this consumer-friendly website, retailers will be provided marketing kits with new creative assets as well. These kits include eye-catching P.O.P., product and lifestyle images, templates for in-store displays and promotions, digital as- sets, videos and social media content. Visit englander.com


XSENSOR Helps Boost Sales With Its Easy-To-Use Diagnostic System


By Gretchen Kast The in-store mattress buying experience is getting a revamp, thanks to XSENSOR’s advanced diagnostic system. The company’s body-mapping technology makes it easy for customers to understand their body’s needs by visualizing their pressure points—and then simplifies the selection process by di- recting them to their best-suited mattress- es. More than just improving the shopping experience, XSENSOR is helping retailers increase their sales and margins. Concerned about stagnating mattress


traffic, George’s Furniture & Mattress own- er Chris Chamberlin turned to XSENSOR’s Support Report system to help not only boost traffic but increase close rates for mattress sales as well. Since integrating the branded tablet kiosk into the showroom floor, the store has seen significant sales gains as a result. The value of Support Report is rooted in the customer experience. The sleep-mapping process offers users objective insights about


what their body needs, leaving no room for ambiguity. Prior to implementing this system, the sales staff at Georges Furniture & Mat- tress did have a process for fitting people to a mattress—but its strategy was more focused on selling based on comfort rather than mat- tress support. Now, everyone who walks into the showroom looking to purchase a mat- tress first goes through the Support Report System. This allows the sellers to address the customer’s comfort and support needs equal- ly, and helps simplify the selection process. After using the Support Report System for two years, the impact has been clear. Most significantly, it “has made mattress sales better for everyone who works for us, and made the lowest performers more con- sistent sellers,” Chamberlin explained. Within five months, the system helped add $2,800 in additional profit per month. In year one, average mattress sales grew 9% and aver- age margin increased by over 5%. “The average unit selling price went up right after implementing Support Report


and has held steady ever since,” he contin- ued. “It’s also resulted in a big-time reduc- tion of returns. We used to average 7–10 returns per year. Last year we had only one comfort return.” Support Report has also helped Chamber- lin refine his store’s mattress selection. The information collected by the system high- lighted key missed opportunities in its mix—in particular, mattresses suited to people with bigger frames. “We could have ignored the information we were getting from the system, but we realized we were missing product that could help a lot of people, especially those with larger body types,” he explained. As per company policy, George’s fol-


lows up with its customers three weeks after their purchase. Since implementing the Support Report system, the company has received more positive reviews from customers than they received prior to its implementation. For that, Chamberlin said, “we consider this a big win.” Visit xsensor.com


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