Q & A HEAD OVER TO


Many brick-and-mortar stores are back open for business, but a lot of retailers are still struggling to get customers in the door. Beyond the safety concerns, some consumers have simply gotten used to doing all their shopping online. Though it may be easier than ever to buy a mattress online, in-person rest-testing is still often the best way for consumers to find their perfect bed. Here is how a few bedding brands are helping their retail partners reinvigorate their in-store experience for today’s new world.


How are you helping retailers get people back in the door safely?


EUGENE ALLETTO FOUNDER & CEO OF BEDGEAR BEDGEAR has created “clean” guidelines for re- tail customers, including the use of BEDGEAR’s patented Sleep Napkins, to ensure consumers feel safe and comfortable so they continue to shop in-store today and after the pandemic. To ensure retailers’ front-line employees have protection, BEDGEAR is also provided KN95 respirator masks along with BEDGEAR’s new Performance Mask to its retail customers and their employees.


GERRY BORREGGINE PRESIDENT & CEO OF THERAPEDIC INTERNA- TIONAL


We are trying to help retailers stimulate foot traf- fic with two timely national promotions. The Help- ing Hand Sleep Sale marries an additional saving story with a better sleep selling story. People need better sleep more than ever during this


pandemic, and they need to save money now, too. This sale is a natural for today’s times and it comes with point-of-sale items to help a retailer create in-store excitement. The 0% 0% 0% Sale is a free financing event. With money being tight for many during this pandemic, a consumer doesn’t have to postpone the pur- chase of a new sleep set with this sale.


SCOTT TESSER CHIEF EXECUTIVE OFFICER OF PRECISION TEXTILES In April, as we eyed the re-opening of brick-and-mortar retail stores we knew that consumers may be cautious of lying down on a mattress in a retail environment out of fear of coro- navirus transmission. To help deliver peace of mind, we devel- oped the first individually packaged hygienic mattress testing


kit for use by retailers. Part of our SlumberShield branded line of mattress and pillow protection, each kit contains a mattress and pillow sheet that RSAs can use when consumers rest test mattresses in the store. The thin fabric is made of an anti-microbial polyester-rayon blend that is soft to the touch, does not crinkle and does not impact the feel of the mattress or pillow. We know con- sumers remain nervous about returning to stores, and our SlumberShield kits are a simple way to shop comfortably as they look to replace their mattresses.


STEVE RUSING EXECUTIVE VICE PRESIDENT OF TEMPUR SEALY Early on, Tempur Sealy instituted strict guidelines regarding transportation and delivery of products, to safeguard the health and safety of our employees, customers and consum- ers. In addition, the company introduced its Clean Shop Promise protocol, which is being broadly adopted by retailers to provide customers with a sense of comfort as they return to shopping in stores. Included in the program are in-depth training materials, informative digital content, eye-catching signage and protective materials like mattress and pillow shields.


DAVID BINKE CHIEF EXECUTIVE OFFICER OF KING KOIL In early May, we launched our “Mattress Stimulus Package,” a program designed to give retailers relief from the cash crunch many experienced as a result of temporary store closures. The program, which deferred payments on all new floor samples and inventory through January of 2021, allowed our retailers to not only restore their financial health, but also spend more on adding appropriate safety measures within their stores and kickstart sales with local advertising campaigns. To complement the stimulus program, we also developed two new, sharply priced mattresses that could be promoted at $799 and $999 to help our retail partners drive


traffic and boost sales quickly as stores reopened. The stimulus package is available throughout the remainder of the year and is open to new and existing King Koil retailers on orders placed from our factory in Arizona.


Visit / bedgear.com, kingkoil.com, therapedic.com, precisiontextiles-usa.com, tempursealy.com 16 Sleep Retailer / Fall 2020


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