Retail Observer

RETAILOBSERVER.COM OCTOBER 2016 58 H ow do you take one of the most profitable categories today and give it a shot in the arm to take it to a whole new level of profitability? There are many ways to boost sales and increase your average ticket in a bedding department, but adjustable bases are the hottest ticket today! Adjustable bases are now the fastest growing sleep accessory in all of bedding according to a survey by Furniture/Today. Now is the time to jump on board and realize the potential for increased profitability within this category. Bedding retailers are missing out on bedding sales by not putting adjustable bases on the floor. There is also a gap by retailers whom are not doing a good enough job in presenting information about the adjustable bases and mattresses to their consumers. This buying gap leaves much room for adjustment in bettering their sales. By placing mattresses on an adjustable base it allows consumers to experience the multitude of options and benefits of an adjustable base. Retailers do not have to add more square footage to supply this category of product, they just need to show more on the floor so the consumer realizes the multitude of opportunities! If the consumer can see, touch, and interact with the product they are much more likely to understand the benefits and make the purchase. This is a simple fix for retailers, so why not take advantage and maximize the use of your floor by showcasing this product? This category of sales is growing exponentially at a rate that is hard to even believe. According to leading bed base suppliers they believe that this category is rapidly approaching the $1 billion figure. Wholesale bedding sales are approximately $ 8 billion and that figure does not even include adjustable mattress sales! Do you see an opportunity? Another plus is that adjustable bases are selling at the higher price points due to increased features and benefits. Many bedding specialists say that they are expecting the sales of adjustable bed bases to continue growing yearly. It only makes sense to place more time and energy into this category as it equates to increased profitability. Why not take this and make it even more profitable by targeting the ever-evolving lifestyles of the consumers as well as targeting the proper age and salary demographic? The demographic for consumers who would be interested in buying adjustable beds is overwhelmingly large! Targeting a large age demographic is easier than it seems with adjustable mattresses. Adjustable mattresses are no longer seen as clunky hospital beds only to be used by the older generation. The Millennial generation is just as interested in adjustable bases as the Baby Boomers. The Baby Boomers tend to live in households that have incomes of $150,000 or higher so are more likely to purchase the higher priced adjustable bases. Baby boomers are spending an average of 1.4 times mores on adjustable furniture and affluent homes spend 2.2 times more than anyone else according to Furniture/Today. The Millennial generation has evolved in the way in which they live their day-to-day life. Millennial's tend to be much more concerned with health and any products that will improve upon their physical health. A survey found that 23% of consumers were purchasing furniture that would support their health and their overall well being, with 1 in 4 consumers being between the ages of 25 to 34 according to Furniture/Today. Bedding sales more than any other home furnishing category has consumers buying the product for health and wellness. Adjustable beds are being purchased by Millennials and Baby Boomers to help with arthritis, relieve back pain, to sleep better, offer support, and for the additional features. The Millennial generation lives in a technology friendly world, so having bedding that supplies them with sound systems and smart appliance plugs is a must have! So if larger ticket sales, increased dollars per square foot, and increased profitability get your attention without adding one square foot of floor space to your operation then adjustable bases are a no brainer! RO Bill Bazemore- Senior VP Nationwide Furniture RISE AND SHINE WITH ADJUSTABLE BEDDING BASES Bill Bazemore Furniture Trends

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