Retail Observer

RETAILOBSERVER.COM JANUARY 2016 70 Bill Bazemore Furniture Trends Bill Bazemore is the Vice President of Furniture for Nationwide Marketing Group. Call (770) 442-9726 or visit furniture@nationwidegroup.org. BEDDING IN 2016 THE YEAR OF OPPORTUNITY A s we move into 2016, the bedding industry is poised for growth, while providing retailers and consumers with a bevy of new and innovative products. This offers the very best in sleep solutions to ensure your guests a better night's sleep. According to the latest ISPA Mattress Industry Forecast dated October 2015, "For 2016 and 2017, the Panel forecasts further increases in the value of shipments and units shipped as the economy grows stronger fueled by the continuation of strong consumption growth, the acceleration of growth in residential construction, and a finally-growing government sector. For both 2016 and 2017, the Panel forecasts a 6.5% increase for the value of mattress shipments and a 4.0% increase in units shipped." The next two years look great for bedding and there is an abundance of product to choose from. As the industry has become "technically advanced" to say the least we have also left many consumers scratching their heads as they are swimming in a sea of technology. How do you choose the best bed to ensure a great night's sleep? We used to talk coil count and do you prefer a soft, medium firm or extra firm bed. Pretty simple stuff! Now beds feature multiple layers and varying types of foam, some with coils and some without such as memory foam, latex. Now throw hybrids in to the mix which offer the best of both worlds. So the million-dollar question is… what do consumers want? ISPA shipment data to date implies that innerspring beds, including Hybrids, are capturing share from specialty beds. Innerspring mattress shipments are up 7% in units and 14% in dollars. Specialty mattress shipments are up 2% in units and down 4% in dollars. However, there really has not been a radical shift in consumer intent by the varying types of mattresses now available other than consumers are certainly willing to consider multiple types of mattresses when making a new purchase and the fastest growing category has been Hybrids. So, in come Mr. & Mrs. Sleepy in search of a new mattress. Your retail sales associate has taken the time to discuss any issues they currently have to help determine what type of mattress will be best for them. In addition, they each have a pillow in hand as your retail sales associate also knows the importance a pillow plays in your guest's quality of sleep. In other words, are you a back, side or stomach sleeper because pillows are designed not only for comfort but to support your sleep. Mr. & Mrs. Sleepy have now determined that a Hybrid mattress is exactly what the doctor ordered to ensure them of a restful night's sleep. It's now time to choose the best base to place that mattress on to be sure it is the perfectbed. So what is the mattress sitting on in your showroom? Hopefully the answer is…a power base! Why you ask? Because a power base offers the ultimate comfort and maximizes the features and benefits of the mattress Mr. & Mrs. Sleepy have chosen and it is a high profit item for you the retailer; a win-win for everyone. And, your attachment rate should be double digit! Power bases are no longer reserved strictly for the elderly. We spend more time in bed today reading, working on the computer and simply watching TV. No need to prop pillows up against the headboard or wall, simply raise the head and wah-lah, perfect comfort. Oh, does your better half snore (I certainly don't)? If they do, raise the head a mere 10 degrees and problem alleviated. Now you are both headed off to a restful and healthy nights sleep. The key to success in selling sleep solution is training, training and more training. Do your retail sales associates truly understand the features and benefits of today's sleep products and how to work with your guests to determine the best bed to fulfill their wants and needs. Sleep products have become much more advanced and consumers deserve a well-educated retail sales associate to work with in choosing the right bed. At Nationwide Marketing Group we have created an array of training modules on bedding and selling techniques to ensure that our members have the very best sleep experts in the industry. Afterall, knowledge is power! RO

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