Comments from Survey Participants

Here is a sampling of the comments and suggestions we received along with the answers to the survey questions.

• More sales tips and strategies

• More retailer ideas and success stories

• More contact info for manufacturers

• Advertising

• Article suggestions

• Kudos to Futon Life

• General comments

More sales tips and strategies

Well, I read the magazine from front to back, religiously. Sometimes we go back and highlight. We read it for info. Maybe there could be a sales tip department - like when people come in expecting 2-3 choices, what are some of the things the other retailers do. How to deal with objections or people’s perspectives. Always want to hear other guys’ ideas about selling, promoting, etc.
-Don Knicely, Sleep On It, VA

It would be helpful to include sales tips.
-Jack Clarke, Apartment Shops, MA

I would like it if FL taught selling techniques.
-Robert Thomas, Creative Furniture Outlet, HI

More selling ideas would be nice.
-Margaret, Futon Factory Inc., IN

I would like to see basic training information for store clerks.
Gena Hester, Big Sleep Futon Factory Outlet, CA

Find some way of contacting sales people and find certain patterns that equal sales. Valuable language; what terms interest customers. Interesting sales tips - my sales people are always asking for that. I could use extra copies of the magazine – I would like to hand them out to customers.
-Adam, Houston Futon, TX

The articles I find most useful are the ones that apply to ways to increase sales, ways to work with sales people to come up with
new strategies.
-Danielle Dykhouse, East West Futons Of Grand Rapids, MI

Articles about sales.
-Mary VanMeter, Interior Galleries, CO

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More retailer ideas and success stories

I would like information about how special futon stores operate, how they are targeting, prices, etc., customers.
-Abraham Mamroud, Ab Futon, NJ

It’s still hard to know what product mix is best. I’d like to see articles about the total number of futons, how many square feet, display ideas. How many stores just line futons up and get as many in as they can vs. the ones that do vignettes and groups - what sells better?
-Scott Jones, Great Southern Bedrooms, OK

Maybe have more retailers giving input on what works for them with advertising, a certain price point that they try to work on, plus more selling information.
-Mark Vucich, The Futon Corner, AZ

Regional buying trends. I’m mostly concerned with my region. Who’s having the most success with higher end - what type of store?
-Brad Fortney, Fortney’s, TX

Spotlight other stores and how they do their business.
-Erik, Mgr of Futon Store, Scan Home, Inc., AK

Keep apprised of trends, popular price points and frame styles. I like
to get a sense of people who are successful - what they’re doing, how they display.
-Jeff Klein, Sleep Etc Mattress & Futon Discounters, CT

Interview different retailers to get ideas - to enable retailers to find out what other stores can do to improve.
-Joseph Resvani, 8 Futons, NY

Devote more time to how retailers can better sell the item and better promote it. Offer more ideas so they can better merchandise the product.
-Byron Thomas, Mister Furniture, MO

Come out with more issues. I would like to see more in-depth articles on different types of futon stores throughout the country to get ideas of how they’re running their business, things they’re carrying, etc. How they run their futon programs. Opening the eyes of other sleep shops to specialty stores. As a business owner, I can’t really get out and mingle with other owners of stores.
-Jake Tomiska, Oklahoma Futon Company, OK

I would like to see pictures of other stores. Interviews with store owners/managers. How long stores have been in business.
-Shannon Caicedo, The Futon Store, WA

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More contact info for manufacturers

More information on suppliers and products. Instead of on-line resource, put that resource in every issue rather than annually.
-Todd Evirs, Great Lakes Futon, WI

More manufacturing & component supplier listings and info.
-Paul Austin, Vermont Loft & Futon, VT

More contact information. There were people at the show in Philadelphia that I may not have gotten a card from at the time, but I’m interested in knowing how to reach them.
-Jermain, Futons by Ellen, MD

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Advertising

Futon Life helps me access new suppliers of products in the futon field, both with articles and advertising. I found one of my biggest suppliers for all-wood frames – Midwest – through an ad in Futon Life.
-Joe Riney III, Riney Bedding Co, KY

Keep advertising affordable enough so I can see more manufacturers.
-Carl Buchanan, Futon Express Comfort Sofabeds, OR

I would like to see more ads and pictures of products.
-S.W. Tayler, The Futon Shop, CA

Get more people to advertise to give me more of a selection. We mostly use Ashley right now.
-Mary Skinner, D & C Furniture, TN

I look at all the ads and sometimes the articles if they catch my eye. Have more interviews with retailers – see what their experience is.
-Steven G. Rowlands, World Of Futons, GA

Work out more advertisers - any help that we could get.
-Herman Weisberg, Cost Plus Furniture, VA

I would like to see more vendors/advertisers/more variety.
-Jack Clarke, Apartment Shops, MA

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Article suggestions

I’m surprised that the current purveyors of the industry don’t do a much better job with accessories to futons. There are a lot of things out there that could be tied into futons and the futon industry that I think would sell well. I would like to see an article about "The Cutting Edge In Our Industry," an in-depth article with some retailers talking about what they’re doing, how it’s going. Cotton Works has a foam cube to put legs up on, or it can be used to sit on. It comes in fabrics that match their futon covers. They didn’t really strike me at first, but I got a few and it’s been selling like crazy. That was a pleasant boost in a sales area previously untapped. You can UPS them easily, and they don’t take up much room in showroom. You might want to check with Cotton Works about doing a story about this product.
-Joe Riney III, Riney Bedding Co, KY

I would like to see undercover shopper stories, interviews and how-to articles.
-Kathy Hardman, Southern Waterbeds & Futons, GA

More articles on how to take care of a futon. How the consumer could take care of a futon mattress. Article on innerspring futons as opposed to cotton/foam.
-Herman Weisberg, Cost Plus Furniture, VA

Really enjoyed the series on the history of frames. I would like to see informative articles to make retailers sound more knowledgeable. How hardwoods in Indonesia, etc., compare to US woods. Are there woods that are stripping rain forests, etc.
-Joe Pagen, Futons For Less, CA

It’s our 25th year as a futon-only store - do you know what the oldest store is in the country? We started in 1979. Possibly an interesting story in a future issue?
-Todd Evirs, Great Lakes Futon, WI

Make the magazine new. It seems to be the same people, same conversation, etc. How do you make the industry fresh when it’s not fresh? Maybe broaden the people that you talk to - why does BJ’s carry futons, Sam’s Club, Wal-Mart? There needs to be a new slant on something... When water didn’t get anything new, they tended to go away. What effect will imports have on the industry; worldwide effect - China pricing?
Roann Barron, Off Track Bedding, RI

I read every issue. We changed vendors a lot over the past few years. We see lots of vendors in the magazine but don’t know their reputations. What about doing a feature on each wholesale company to make a more informed choice on products? Do a review of quality. In the past, we’ve decided based on image rather than knowledge and have gotten mixed results.
-Steve Amiel, Rock Soft Futon Co, OR

I would like to see regional indices. For example, Florida warehouses and factories or Southern warehouses, etc.
-Rebecca Farmer, Lifestyle Sleep World, FL

"How To” articles such as how to price futons. People are not very familiar with futons. I’ve tried different pricing schemes - individual components, as a whole unit with upgrades. People get confused in that area.
-Maurice, Comfort Solutions, TX

Highlights, news, updates on legislation, bunk beds, and fire codes.
-David Riddle, Bedzzz Express, AL

I would like to read generic articles - ones not focused on specific manufacturers or retailers - to help educate customers and that could be reprinted. I’d like information about materials used, different woods, different frame types: why are some longer lasting than others - easier to use, etc.
-James Winokur, Bedworks, MA

Give more sources; interview more suppliers.
-Terryl Steber, Capital Bedding Co, Inc., NJ

Focus on small businesses instead of huge ones. This has been a complaint of mine for a long time. I’ve written this on previous surveys. Focus on by-hand manufacturers. For example, White Lotus. There are not that many of them, but they never get any coverage.
-Teala Anderson, Small Wonders, MT

Continue to get the word out. There is a reason that some frames cost $699 and some cost $199 - editorially, this issue should be addressed. You should talk about rate of breakage, ease of assembly, packaging, etc.
-Michael Stine, Lifestyles Furniture, IL

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Kudos to Futon Life

I think the magazine is great. The basic articles are great - sales, etc. I want to keep informed of new products.
-Wallis Kraham, Wood 'N You Lifestyles, NY

I think you do a pretty good job. I like to read the surveys.
-Bill Burbach, Mattress N' More, WI

I think it’s a really good resource as it is. I would like to see more surveys, more statistics on what price points people choose most frequently. I would like to see that information quarterly.
-Jan Stout, Illini Mattress Co, IL

I think it’s a great trade magazine. I can’t think of what I could tell you to improve it.
-Lois Hamamoto, Bright Future Futon Co, NM

The magazine is fine as is. Just to see what everyone is doing, new items and show information.
-Chris Borny, Stony Brook & Setauket Futon, NY

Sometimes as a retailer you can live in a bubble. Futon Life is a good resource – especially with the survey. It’s good to get a perspective on what other retailers are doing and success stories.
-Carol Garretson, Futons & More, NY

I think it’s great already; I’m happy that we have this sort of thing.
I like the personal things like the article on Irma. I really like the
personal touch - some of the historical things, how it’s evolved. I always want to know what’s new.
-Mont McEwen, Manhattan Loft, UT

I like getting design ideas. I like the basic ideas of convertible furniture and futons.
-Angela, Rock Soft Futon Co, OR

Keep up the good work.
-Cory O'Brien, The Bed Mart, CA

Keep on doing what you’re doing now!
-Joe Le, Just Futons (Berkeley), CA

It’s valuable as is! More display tips, sales info (like you’re gathering here!).
-Nancy Taylor, Dream on Futon, WA

You get a lot of pubs in a month, and some you read, some you don’t – I definitely read FL. Keep everybody in touch with what is happening.
-Barbara Browning, Cheshire Furniture, NH

Good reference magazine, great info.
-Joe Garcia, Buy Rite Bedding & Furniture, ME

Good magazine.
-Craig, Hometown Furnishings, AK

I read everything in the magazine.
-Joe Elliott, Mattress & Futon Shoppe, MI

You do a pretty good job of assessing the market and showing where things have evolved.
-John Brooks, Comfort Rest Futons & Specialty Bedrooms, VA

Change nothing, happy with it as is.
-Angel Ramirez, Futon World, NJ

Been in the industry since 1987 - very happy with the magazine. Just keep the industry as the best sofa bed option. I’m always looking for something I can’t find, such as organic futons. This could be the new niche for the futon shop to stay alive.
-Carla Pelkie, Sleeping Bear Futon, NY

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General comments

It’s sad what customers know (or think they know) because of discount stores. Get the image of the futon changed from what the discount stores are doing - they are "bastardizing" the product. If you do that, people won’t want it in their homes. Parents in their 40-50s are buying for college. If they come in to the store, they’ll buy.
-Renee Halseth Allen, Nature's Cradle, MT

We definitely use the Expo to find who we’re going to use. We don’t use the advertisers’ information so much. Mostly industry gossip is what we use the magazine for. The surveys are most helpful. What could be more helpful is to discourage other retailers from selling crap and selling stuff like used car sales people. People respond to our store because of the way it looks and the way our people relate to customers. One of the things that we appreciate is reading stories about other retailers and manufacturers. It’s very much about having relationships with suppliers - want to be treated by them the way they treat their customers. Interesting to see about retailers doing interesting things.
-Mark Bello, Right On Futon, IL

I think FL is geared more toward mortar stores - don’t know if you have enough of an internet clientele to warrant changes in the magazine.
-Leslie Boling, Mostcovers.com, Inc., GA

The thing that’s the most beneficial is sales, style and industry trends. I would like to hear about new ideas that are working, not just new ideas. We try to glean - if we see the same message over and over again, then it probably makes sense. Lots of new designs, pictures are very helpful. Lots of times, we will clip pictures to show different ways futons can be used. We like to show a futon in a setting that a customer may not think of.
-Alan Salmela, Sunrise Mattress Factory, MN

Put more emphasis on education of the public, although Futon Life has done a pretty good job.
-Joe Poljak, World Futon, TN

FL needs to reach us by mail before the furniture markets. This is
especially frustrating when it comes the week after the San Francisco Show! This is the very best trade publication! There’s always something we need to know and learn.
-Susan Anderson, Futons & Such, CA

Make retailers more aware of new styles and trends that are manufactured.
-Bernard Berch, Arise Futon, CT

Come out with not so much a retailer’s version, but a customer’s version, without the direct contact information of manufactures. Show pictures of new stuff coming out with their 800 numbers and emails; no fax, no direct line number. This will weed out people trying to buy directly from manufacturers. Put more stores in there - a lot of info put out is strictly for retailers. Simplicity for the consumer is much easier – maybe create a pamphlet, an extra plug in for sales to promote the industry more. Make it so retailers can keep it more on the floor; maybe a four-page insert for the consumer, a tool that they could use. Something simplistic, showing what the industry is putting out for the customer.
-James Morris, Sleep Express, CA

Change the perception of futons as cheap.
-Mike Legatt, Viking Industries, MN

I’ve been in business 17 years. I’m not interested in how to sell futons. I’m interested in new stuff, not basics. Interested in what would be new in the industry and innovative, if anything.
-Sally Running, Futon Furnishings, ME

The articles seem to be repetitious - then again, there’s nothing really that new. Try to be an advocate for the industry to advertise a little more. FAI should be trying to get the industry to advertise a little more and change people’s perception a little more. Most futon companies have expanded and are doing more with futon bunks, platform beds, etc. Does the magazine think it would expand also?
-Tilson Bennett, Siesta Sleepworks, MA

The number one problem with futons is they don’t look like a real sofa. I know how to do that. Engineering standards - durability, dimension (angle of seat and back), cover fit – you don’t get a consistent fit. It should be consistent to make the covers look good. The industry needs to agree and stick to standards. FL could publish an article that talks about the issues and narrow the issues to how to make the futon a real sofa. You should investigate, and speak with people like me.
-Jan Stone, Cottonwood Futons & Furnishing, WI

Expand - make it larger, more inclusive. More informative - more things that would appeal to us as a retailer. Seems like it’s the same resources every quarter.
-West D. Waters, Codder’s House Furniture Sales, MA

In the media, futons are considered a laughable piece of furniture - not portrayed as quality pieces of furniture. A media avenue, some type of blitz - get Oprah to sit on a futon in her show. Maybe try to get futons on a game show – put it in the mainstream. The FAI should buck up and do something – they’re getting dues. Something better needs to be done. Everybody has a rack arm or flip-top arm. No one is coming out with anything new. Find out what other furniture manufacturers are doing and come out with something like that. Find out what everyone is doing and put a symposium together. Or set up a website for suggestions, or how’s everything selling - have a co-op, a togetherness to help each other.
-Brian, Dream Sleep, UT