Retail Observer

RETAILOBSERVER.COM MARCH 2017 64 O ver the past six or seven years the bedding industry has enjoyed success from a once unlikely source – motion bases. In fact, many of the top performing retailers in this category tell me that close to 80% of sales that include motion bases are from consumers that did not come in looking for an adjustable. These are one of the biggest impulse purchases in the history of the bedding industry. For years, retailers have tried to position motion bases as a lifestyle purchase, desperately trying to separate them from the "hospital bed" or "adjustable bed" stigma. The sales training was there, but the consumer wasn't buying it. In large part, this was due to the mattress options, or lack thereof, for the adjustable beds. Enter in the boom of memory foam. Memory foam contributed as much to the motion category boom as anything else. Now, there was a range of high-quality, multiple feel mattresses that fit perfect with a motion bed. Conforming memory foam mattresses paired with a conforming motion base became a match made in heaven. Today, most mattresses are adjustable-friendly, allowing retailers to sell motion in their bedding departments in a wide range of price points. This includes innerspring and latex styles as well. Chances are if a supplier is looking to place a SKU on your floor that's not adjustable, you won't place it. In addition to the memory foam pairing, technology has also played a big roll. Motion bases are using blue tooth technology to enhance the user experience. Controlling the base with an iPhone or iPad app was a key selling feature right from the start, and continues today with a slant on health features such as measuring your sleep performance, tossing and turning, and heart rate. Motion bedding attachment rates for products at $1,299 and above can range from 18%-25%, with many retailers enjoying 33%+. This means one out of every three sales goes out the door with a $999 to $2,500 add-on. These are major dollars available to most all retailers. SO HOW DO YOU ACHIEVE THESE RESULTS FOR A VERY PROFITABLE CATEGORY? • Be positioned for success. More motion bases directly relates to more sales. Displaying several bases will show a commitment to the best sleep solution possible through adjustability. Most retailers with a very high attachment rate say this is one of the most important aspects of their success. • Early and often. Introducing the motion feature needs to be introduced early and often, as soon as the second or third model. Allowing the consumer the experience of the "zeroG" position or even raising the legs up 5-7% will introduce something unexpected. They will be looking for that option during the rest of the buying experience. • Sales Training, Sales Training, Sales Training. Practice, roll play, and strategize on the best way to achieve success. Set goals and hold yourself and your sales associates accountable to an attachment rate of 25% or higher. • Run the numbers. Take all of your bedding sales tickets from $999 and above and add a motion base to the ticket for 25% of them. Do you like what you see? Retail is a series of runs. Today, there is a strong run of motion bases being purchased by consumers every day and it's your turn to participate. Call your motion base provider to discuss your goal of achieving an attachment rate of 25% or higher. Then sit down and strategize on a new floor plan, a new sales training meeting, and a renewed commitment to the game-changer known as motion bases. Don't wait! You never know when a great retail run will be over. Darin Lehr Furniture Trends RO Darin Lehr, Vce President of Sales MEGA Group USA RO THE BIGGEST IM PULSE PURCHASE IN THE HISTORY OF BEDDING

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