David Perry – Furniture Today – 01/12/16
ST. LOUIS — Specialty sleep veteran Denny Boyd believes brick-and-mortar stores can compete with online-only mattress retailers, and he’s introducing a revamped program to help them do just that.
Boyd, president of Boyd Specialty Sleep, based here, says the redesigned My Mattress Now program will be introduced at the upcoming Las Vegas Market. It’s a timely launch, he said. The online mattress market category has “virtually tripled in size” in the last year, Boyd noted, and those online retailers “are driving the misconception that brick-and-mortar stores are overbearing and overpriced.” So Boyd has redesigned a program he first made available to retailers last spring to help them compete more effectively with online-only retailers.
“We’ve now restructured the program so that it empowers stores to not only compete with and beat online-only deals, but to present consumers with an appealing choice that only they can offer: Try out the mattress in-store or buy it from the store online — either option carries the same low price, delivered to the shopper’s door,” Boyd said.
Realizing how important advertising is to success in the mattress industry, Boyd has developed advertising concepts to help stores market the new shipping service. Much like the one or two beds that many online-only dealers sell, the new My Mattress Now service simplifies and narrows the consumer’s choice to two Broyhill Sensura models that use premium components like gel-enhanced memory foam, channel venting and phase-change materials.
“The Broyhill beds offer shoppers a recognized and trusted brand, far better feels, plus tailoring that’s often found on higher priced models,” Boyd said. Retails for the beds will generally be in the $599 to $799 range.
Under the terms of the program, Boyd will UPS single orders of either Broyhill model to retail shoppers — at their option — at a cost to retailers of $20 per order. Brick-and-mortar stores that stock and floor Boyd’s Broyhill beds can have Boyd ship their orders same-day from the company’s 60,000-square-foot warehouse in St. Louis or its 320,000-square-foot warehouse in Los Angeles. Both facilities stock the beds, which are ready for immediate shipment.
Stores using the My Mattress Now program need not be concerned about inventory shrinkage or consumer calls about deliveries or product problems, Boyd said.
“We have a large staff of well trained, knowledgeable people at the other end of our toll-free number,” he added. “Many of these employees have been with us for 15 to 20 years. They know our products and are skilled at answering questions, diagnosing problems and making the customer happy.”
Ultimately, retailers could use their delivery savings to incentivize floor salespeople to promote the program to shoppers, Boyd said.
“With the increasing number of online only bed resources, we believe retailers will recognize the many competitive advantages of My Mattress Now: Tremendous cost savings, delivery efficiencies and operational convenience,” he said.