Old Strategies Put to Bed

A pioneering in-store bedding display has placed an array of sleep accessories in one convenient unit, giving shoppers a one-stop opportunity to choose sleep-related purchases, from adjustable bed bases to mattress and pillow protectors.Unveiled by the consumer products group of bedding industry supplier Leggett & Platt, the firm's "Retail Solution," as they call it, debuted at the International Home Furnishings Center in High Point, N.C., in April. It is also being tested at four Birmingham, Ala.-area Bedzzz Express stores, where results thus far have been encouraging. The company plans to place the display in 1,200 stores by 2012.The bedding display system puts accessories in two compact and well-organized units that flank a sleep set. "The approach is so new and fresh, we filed a patent application to protect the concept," says Herman Tam, group vice president of sales for Carthage, Mo.-based Leggett & Platt. "For the first time, we have an integrated platform to present all key sleep accessories -- pillows, sheets, mattress protectors, bed frames, ornamental beds and adjustable bed base -- in one unified package." In the past, these items were merchandised separately, typically in poorly executed P-O-P displays featuring low-cost, tacky metal or wire racks, Tam says. L&P conducted quantitative and qualitative research targeting consumers and trade before it debuted. "We got extensive feedback from key retailers," Tam says. "We also conducted consumer focus groups to get feedback on our design. We are trying to connect with the consumer emotionally by using imagery as well as evocative copy. This is an emotional appeal, not a rational appeal."Newark, Calif.-based Beeline Group, a division of Leggett & Platt's display group, created and produced the displays, and having an internal division simplified the process, Tam says. The working efficiencies between the two sister companies saved time and expense.The bedding display includes a number of elements, such as display racks, brand messaging panels, product description C-channels, a consumer product selection guide, selling tools and visual aids. Backed by what Tam terms "a solid marketing plan with online and traditional elements to support the rollout," the display has drawn interest from several furniture and bedding retailers, who have signed up to feature it. Keith Krininger, owner of Bedzzz Express, plans to roll it out to additional stores in his chain."It's helped our average ticket, it looks good, and it makes us a one-stop shop where [customers] can buy their mattress, pillows, mattress protector and sheets," Krininger says. "We're definitely moving it into two more stores. And my licensee in Montgomery has already ordered it for all three of their stores."

Old Strategies Put to Bed

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment