SPECIAL FEATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . by Lauretta Converse

Sell More Premium Mattresses: Here’s how

The buzz among mattress manufacturers is all about the premium, super-soft high-resiliency materials being introduced into their futon lines. New innovations, new levels of comfort and new applications of materials are being incorporated into upscale mattresses. Mattresses that were only recently the most expensive and rarely sold are now the most popular.

Other industries are also seeing growth in the premium end of their product lines. What makes our industry different? Only with a futon mattress can you “go from a Yugo to a Rolls Royce for about $200,” observes Bob Naboicheck, President of Gold Bond.

New materials, new manufacturing technologies and a new appreciation for natural fibers have been introduced into high-end, super comfy, and outstandingly durable futon mattresses. The best news is that it only takes small steps in dollar amount to add premium comfort to a futon. Here’s a run down on these new products and how to help your customers choose them.

Foam Sweet Foam

Visco elastic foam is a new feature in many mattress manufacturers’ premium lines. This space age material was originally developed by NASA for astronauts undergoing high G-force testing. It has been used in specialty bedding for a number of years, but only recently introduced into futon mattresses. Like a pressure and temperature sensitive Nerf ball, visco elastic foam provides support based on the heat that your body emits. Check out Gold Bond’s “ViscoPerfection”, Symbol Mattress’ “Symbol Dream Collection”, and Natural Futon Sleep Products “Impressions” for some great mattresses containing visco.

Manufacturers are also introducing natural latex into their high end offerings. Derived from the milky juice of rubber trees, this durable, non-toxic and environmentally safe material is being made into futons that are outstandingly elastic and durable. Because latex is naturally anti-fungal and hygienic, these mattresses are an excellent premium choice for those with eczema, hay fever, asthma or other respiratory problems. Natural latex is available in Star Futon’s “Wool-Tex Ultimate” mattress and Gold Bond’s “Latex Plus.”

Synthetic latex is another high tech material making its debut in premium futon mattresses. This man-made foam boasts more consistent quality, no odor and greater flame retardancy when compared to natural latex. In addition, it is more economical than natural latex and is a premium option for customers with latex sensitivities and allergies. To check out synthetic latex, take a look at Otis Bed Manufacturing’s “Gemini” mattress.

Natural fibers such as wool, down and silk are newly being offered in high end futons mattresses as well. For green customers concerned with protecting their health and preserving the planet, these mattresses are a luxurious option. They feature renewable resources, natural materials and no environmentally harmful components. Futons made from these natural fibers are breathable and provide the ultimate comfort and luxury. They can be found in Otis’ “Allerest” line and Hickory Springs “Passport Collection”.

Moving from a Yugo to a Rolls Royce

Visco elastic, latex, synthetic latex, feather, wool, even silk are tremendous advances in the futon category. They also present profit margins that top what have been available to retailers in the past. Mattress manufacturers believe that these upper end products are there for anyone who wants to sell them, regardless of their market or what they are presently selling.

Naboicheck claims fifty percent of the sales of a good retailer should be in this premium market
But retailers may think, “You don’t know my customers- all they are interested in is price. They come in asking for my cheapest package.” Or they may think, “I am competing with Wal-Mart and other big boxes. I have to carry that promotional, low end stuff because that’s what my customers have in mind when they come into my store.” They worry, “If I don’t offer promotional futons to my customers, they will go across town to my competitor.”

“Let ‘em go,” challenges Tom Tedesco of Devon Chase. Let the customers looking for disposable furniture get it from the big box guys. Don’t cheapen the rest of your product by carrying promotional end futon mattresses and the black metal frame.

Consider the best reason still: there are some generous margins to be made on these premium mattresses. Look at it this way. A promotional frame and mattress ensemble may return a gross profit of about fifty dollars. That’s a pretty meager margin. Now consider a mid-range ensemble that returns a $250 gross profit. To get the same profit, a retailer would have to sell five times as many low end ensembles. The profit margins are even more generous when a retailer sells premium mattresses.

So, here are some surefire ways for turning price-conscious shoppers into value-focused customers.

Sell Down. Or, as Bob Naboicheck puts it, “sell up by selling down.” This advice comes from other manufacturers as well who feel that retailers many times underestimate the customer. Retailers may inadvertently prejudge what the customer will spend and sell them short as a result. Rather, manufacturers urge retailers to be bold and to “show them the good stuff.” They challenge retailers to put the best product they can on their sales floor and to sell it. This raises the value of everything else in their store.

For example, if the most expensive mattress in the store retails for $500, your $300 mattress may now looks like a good, middle-of-the-road value. On the other hand, if your most expensive $750 mattress sits invitingly comfortable in the showroom, then that $500 model is now the good value. Congratulations, you’ve just added $200 to your average sale!

From the get-go, have customers sit on your most expensive mattress. Have them experience its premium comfort first-hand. Detail its features, its value, and its durability. If a premium mattress is beyond a customers’ budget, sales people can offer the next step down. This way, you are selling down: starting from the premium end rather than from the promotional end. It’s how retailers who sell more premium mattresses do it.

Sell Comfort. To sell premium mattresses, manufacturers also advise retailers to keep the sales conversation about comfort and to “sell feel.” Unlike other merchandise, a mattress cannot be selected according to its appearance. Shoppers can’t choose a mattress based on its attractive cover, its decorative stitching or even its lofty height. Nor can mattresses be selected on the basis of price. It must be sold on the basis of the comfort it provides for the individual customer.

Focusing customer attention to comfort can be difficult. As Tom Tedesco notes, most people are visual- they take in information based upon what they see. But looks don’t matter when it comes to a mattress. People are not used to evaluating products based on the way that they feel. “Kinesthetic appeal is the lowest criteria on people’s priorities.”

But once customers can actually feel the comfort and are educated about the technologies and superior materials that make a premium mattress more expensive, price no longer becomes an issue. Customers will be willing to part with the money when they experience the comfort.
Here’s how Tedesco persuades customers with his “three by one” program. He chooses three premium chair size futon mattresses and sits them upon one full size frame. This way, customers can try out three high performance offerings side by side. His strategy is that once they try these super comfortable futons, choosing one of them over a lower end product will be a no-brainer.

Sell Value. Premium mattresses are the perfect way to add value to futon sofas. Retailers who convince customers of this sell more higher end mattresses. This is how they do it.

Futon customers typically select their frame first, and they proceed to select their mattress. This is where things get exciting because the mattress will ultimately determine how satisfied a customer will be with their futon. This is true because if a customer has even the best looking, best constructed frame, but buys an uncomfortable mattress to put on it, he will be unhappy with his futon sofa. However, it is also true that if he buys even a mediocre frame, but puts a premium mattress on it, he will be satisfied.

When you sell value, you spotlight how each step up in mattress price point adds comfort, enjoyment and value. In other words, each time a customer steps up, the mattress feels better. When they upgrade from a six or eight inch mattress to an innerspring mattress, they add value. When they upgrade from an innerspring mattress to a premium foam mattress, they add value. And “when you build value, you overcome the objection of price,” notes Tom Conard of Natural Futon Sleep Products.

Selling value in futon mattresses is easy because the steps are small in dollar amount, yet the benefits are big. In fact, step ups toward premium features in a traditional mattress cost $50 or $100. But steps toward these features in a futon mattress are only $10 or $20. Talk about value.

The Wave of the Future

Bob Naboicheck calls today’s premium futon mattresses “the wave of the future.” Gold Bond has sustained double digit growth through the latest quarter and predicts that the futon niche is going to continue to outperform the furniture industry in general. The average futon mattress price point is double what it was a year ago, but futons still shine as an outstanding value for consumers. The key will be remembering why futons were created in the first place- to offer value.

FL