Blog Archives - Sleep Savvy

ABCs of Accessories

09/21/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

Sleep Savvy explores how you can get protectors and sheets off the shelves and into shoppers’ homes

“The most luxurious item is a beautiful bed and beautiful, simple sheets.”
— Andre Leon Talley

Mary Best
Editor in Chief

This month’s cover story, “Finishing Touches” by Julie A. Palm, addresses the issue of the well-dressed bed, which besides a comfortable mattress, includes a fresh protector and crisp, cool linens. In addition to examining accessories trends, the article details how retailers can display these sleep products and introduce them into conversations with shoppers.

To give you a taste of the topics Palm discusses, here’s a sampling of the trends and ideas she identifies:

Shoppers are purchasing more functional protectors and encasements than mattress pads. A good merchandising strategy is to stock a good-better-best lineup, including one-sided protectors, five-sided protectors and six-sided encasements. “It’s a very easy way for retail sales associates to explain options,” says Sean Bergman, chief marketing officer of Phoenix-based PureCare.
While white and ivory sheet sets remain perennial favorites, popular hues include earthy shades of blue, gray and green. Consumers also are experimenting with new fibers, such as microfibers, linens and blends of new technological fabrics. “For years, 100% cotton kind of ruled the roost and is going strong, but higher-end sheets are blending advanced synthetic and natural fibers for durability and improved feels,” says Gabriel Dugan, chief executive officer of ViscoSoft, headquartered in Charlotte, North Carolina.
When it comes to showcasing protectors and sheets, vendors suggest making them more visible on the sales floor by creating an attention-getting display or even a store-within-a-store. According to John Rachid, president of Protect-A-Bed in Chicago, “Retailers are realizing they need to generate excitement and they need to grow overall tickets. … We’ve done a big investment in displays so there’s excitement around pillows, sheets and protectors. You can’t have them in cubby holes or hidden behind the counter.”

If you aren’t stocking and promoting the right mix of these items in-store or online, you’re missing lucrative sales opportunities — and doing a disservice to your customers. After all, would you buy new running shoes but then taint them with the dirty, frayed laces from your old pair?

Digital natives

07/24/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

What you need to know about millennials and Gen Z to attract them as shoppers and employees

Mary Best
Editor in Chief

As you know, one of the most critical aspects of retail is to ensure the profitability of your store by understanding changing demographics and emerging markets. The July issue of BedTimes, Sleep Savvy’s sister publication, includes a story about insights into millennials and Generation Z—who they are, what they want and what they expect from employers and companies. In “How to View Your Company Through a Digital Native’s Eyes,” Scott Snyder, a senior fellow at The Wharton School’s Mack Institute for Innovation Management, and Morgan S. Snyder, a software engineer for Palantir, address how companies need to shift their thinking if they want to understand these generations as customers and employees. (Published by Knowledge@Wharton, an online business analysis journal of the Wharton School of the University of Pennsylvania in Philadelphia, the article is available at BedTimesMagazine.com.) Here are a few of their findings:

Millennials and Gen Zers include more than 140 million people, are 25% of the workforce and have nearly $2 trillion of purchasing power.
More than 60% live with their parents and don’t anticipate buying their own place anytime soon.
They don’t gather information or communicate through traditional channels. “Smartphones are an extra appendage for us,” the writers say. Their attention spans are short, they expect things to be done easily through their phones and there’s nothing they can’t find through Google. Like their phones, they are mobile and always connected.
They trust their digital network of friends more than companies or advertising, and enjoy the freedom of the gig economy.
They are more interested in experiences than material things, and prefer to live in cities where they don’t need a car. They hate the idea of suburban life.
They are idealistic, have a strong sense of social justice and believe companies put profits before people or the planet.

So, how can retailers attract millennials and Gen Zers as employees and customers? According to Snyder and Snyder:

“Encourage exploration.” As shoppers, they like products that enhance their sense of adventure and enable them to “reinvent themselves.”
“Let us lead.” As employees, they are more interested in being trendsetters and activists than having a fancy title. Teach them personally and interactively. Forget about asking them to read a staff manual. Ain’t gonna happen.
“Stand for something.” “If you want our input and help to make your business better, then you need to get out of the mindset of making money first and think about making an impact and treating people fairly, no matter where they come from,” the writers note. And, they add, if you want to know what they think, just ask them.

Do you have millennials and Gen Zers working in your store? If so, I would love to know how it’s going and what advice you would offer other retailers.

What’s new at EXPO?

05/04/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

At ISPA’s biennial trade show, exhibitors showcased products that soon may be on your sales floor

Mary Best
Editor in Chief

Mattress manufacturers were busy shopping for product innovations during ISPA EXPO 2018 March 14-16 in Charlotte, North Carolina. Sponsored by the International Sleep Products Association, the biennial show is the largest industrial trade event in the world focused exclusively on mattress machinery, equipment and components.

Curious about what’s next in mattress design and construction? ISPA EXPO 2018 offered plenty of hints:

There was lots of natural latex foam, which offers durability and comfort, not to mention superior breathability—as demonstrated by Maastricht, Netherlands-based Vita Talalay. It showed a block of its natural latex lit from within and magnified to show the open-cell structure.
Foamers offered fascinating suggestions for configuring all-foam cores, including this colorful concept by Wolfhausen, Switzerland-based FoamPartner.
We also saw glitzy point-of-sale ideas—such as this close-up of a laser-etched, illuminated headboard created by Wright Global Graphics, headquartered in Thomasville, North Carolina.
Artful mattress fabrics resembled intricate tapestries but were soft to the touch, like this ornate bronze and white fabric from Waregem, Belgium-based BekaertDeslee.
Modernist panels looked wonderful as wall hangings, but are meant for mattresses, like this contemporary example from Boyteks Tekstil, headquartered in Kayseri, Turkey.
We saw many hybrid collections introduced at this year’s show, and Carthage, Missouri-based Leggett & Platt Bedding Group worked hard to develop some interesting new concepts, such as these zoned Nanocoil Edge microcoils designed to strengthen the bed’s seat edge. L&P even invented a new slow-response Nanocoil whose comfort was reminiscent of traditional memory foam.

Want to know more? Visit the website of BedTimes, our sister publication, at BedTimesMagazine.com.

‘Better in bed’

04/03/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

The Better Sleep Council has a provocative PR campaign planned for May’s Better Sleep Month

Mary Best
Editor in Chief

There’s good news about how consumers think about sleep. That’s why the Better Sleep Council, the consumer-education arm of the International Sleep Products Association, plans to leverage its annual “May Is Better Sleep Month” public awareness campaign to spread this news by encouraging consumers to talk about how well they sleep with the attention-getting headline: “Are You Better in Bed Than…?”

To set the stage: For years, people boasted about how little sleep they got or needed, but that unhealthy trend is fading. Thankfully, in part because of the efforts of the sleep products industry and the BSC, society’s attitudes toward the value of a good night’s sleep have changed. As The New York Times noted in 2017, “Sleep is the new status symbol.”

“Over the past few years, we’ve seen a shift in how consumers talk about sleep,” says Mary Helen Rogers, vice president of marketing and communications for ISPA. “In the past, people tended to brag about their lack of sleep, but today’s consumers are starting to see the importance of a quality night’s rest—and even brag about how much sleep they get. We’ve seen that quality sleep has become a status symbol among consumers. For Better Sleep Month, we’re tapping into that trend and putting a playful spin on it. Through our theme, ‘Are You Better in Bed Than…?’ we want to create friendly competition in our audience, have them share their sleep stories with us and, most importantly, help them get better in bed.”

To help consumers get better in bed—and join the conversation about sleep—the BSC will provide daily content on its social channels, along with weekly blog posts. The BSC also will encourage consumers to take the Better Bed Quizzz at BetterSleep.org and sign up for the BSC newsletter, which will debut in June.

To amplify the conversation, the BSC will partner with lifestyle influencers, including BSC spokeswoman Lissa Coffey, who will identify one way they can get better in bed and then report back via their social channels on how a small change made a big difference in their sleep quality.

Other activities will include a Facebook sweepstakes and a new survey that will look at consumers’ bedtime habits, age of their mattresses, activities done in bed and more.

Expect this and tons of social media content that can be used to promote Better Sleep Month. For information on how you can participate in this year’s activities, visit BetterSleep.org.

If your store plans to create Better Sleep Month events or promotions, or to work with local media to get special coverage in May, Sleep Savvy wants to hear about your efforts. You can reach me at mbest@sleepproducts.org. Happy spring!

Make that call

03/28/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

When something goes awry at your store while you’re on the clock, take action. You won’t regret it

Mary Best
Editor in Chief

A few Sundays ago, I drove to my favorite gas station to fill up my car. As I pulled into the parking lot, I noticed only two of the 10 pumps were working and a dozen motorists were waiting impatiently.

“What in the world is going on?” I thought. “Were the meteorologists calling for snow?” (Nothing incites panic in Greensboro, North Carolina, like the hint of snow.) “Had the major gas pipeline that runs from Houston to New Jersey malfunctioned? Was there some other disaster I didn’t know about that had caused the pumps to run dry?”

I decided to park my car, go inside and ask the store clerk what had happened. The attendant said most of the pumps had stopped running the night before, and he had no idea why. “Must be a computer error,” he said.

I left, filled up at another gas station and didn’t give the episode much thought. That is until about a week later when I stopped at my favorite gas station again. All the pumps seemed to be functioning well. No one was waiting in line. I walked in and was greeted by the same nice clerk.

“I see the pumps are working again. What happened?” I asked.

“It was some kind of computer problem,” he said. “But boy, did my boss get mad at me.”

“Why?” I inquired—not that it was any of my business.

“Because I didn’t call him that Saturday night when the pumps stopped working,” he replied. “He didn’t know about it until he came in on Monday morning. I guess he ended up losing a lot of money because of me.”

Again, not that it was any of my business, but I asked, “Why didn’t you call him?”

“It was the weekend and I didn’t want to disturb him,” he said ruefully.

What does this have to do with sleep shops and selling mattresses? The lesson is simple: If something goes awry at your store, call the owner or manager. Myriad problems can arise on any given day, and as a store employee, it’s your responsibility to act as the caretaker of the store and alert the appropriate people about an issue. While it’s thoughtful not to want to bother the powers that be, you don’t want the store to lose sales because of your own inaction.

COMING UP

The editors of Sleep Savvy had a busy time at the Winter Las Vegas Market Jan. 28-Feb. 1 at the World Market Center in Las Vegas. Look for an extensive report in our April issue, in which we will highlight product themes and provide details on mattress collections, sleep accessories and showroom changes.

In the meantime, check out some of the new products and showroom videos at our joint Instagram account with Sleep Savvy’s sister publication BedTimes, @BedTimesSleepSavvy. We’ve also cross-posted them on Twitter, @SleepSavvyMag. And please be sure to follow us!

Planning for 2018

01/06/2018 by Sleep Savvy Leave a Comment

BY MARY BEST

Want to improve your business this year? Let Sleep Savvy help with these resources

Mary Best
Editor in Chief

It’s a new year, and like you, the Sleep Savvy team has myriad exciting new programs, plans and enhancements in the works for 2018. Here’s a quick rundown of a few of the endeavors we’ll be working on in the coming 12 months:

ISPA Consumer Analytics Program: To improve the market intelligence the International Sleep Products Association publishes and to help the sleep products industry increase its share of consumer spending, the association has developed a retail sales data program. ICAP will include data on aggregate mattress unit and sales values, regional sales, mattress sizes, accessory sales, upsells, returns and more, and will complement the manufacturer wholesale data that ISPA currently publishes. The consultants with whom ISPA has developed this program also will offer an array of demographic tools to help retailers better understand their businesses and customers, improve the efficiency of advertising expenditures and guide the new store location/old store closure decision-making process. To learn more, plan to attend an information session during the Las Vegas Market in Las Vegas.
ISPA EXPO 2018: The largest trade show in the world dedicated to the bedding industry will take place March 14-16 in Charlotte, North Carolina. Attendees can explore thousands of industry products and services offered by suppliers from around the world. EXPO also hosts educational sessions on business topics and offers many networking opportunities.
Shop Talk by Sleep Savvy: Launched in 2017 and an increasingly important part of Sleep Savvy’s digital strategy, our twice-monthly email newsletter is the go-to resource for mattress retailers who want to sell more and better bedding. Each edition focuses on a specific theme that is critical to your retail success, including merchandising tips, promotions, selling strategies and more. We owe special thanks to Jenna Randle, a recent graduate in communications with excellent digital skills, who has worked tirelessly on each edition. She also keeps our websites up to date, adapting content for the web and optimizing it for search. If you haven’t subscribed to Shop Talk by Sleep Savvy, be sure to sign up today at SleepSavvyMagazine.com.
Sleep Savvy’s social media platforms: To stay informed about these and other developments, follow us on Facebook (Facebook.com/SleepSavvyMagazine), Instagram (BedTimes-SleepSavvy) and Twitter (@sleepsavvymag).

I have a feeling it’s going to be a busy, productive year, and I wish you a happy and successful 2018!

A talented team

11/19/2017 by Sleep Savvy Leave a Comment

BY MARY BEST

How grateful am I for the Sleep Savvy staff? Let me count the ways…

Like operating a sleep shop, producing a magazine is a complex
process with dozens of moving parts that must be coordinated. I can say with confidence that Sleep Savvy would never reach your hands if it weren’t for a team of dedicated folks who attend to the tasks necessary for each issue to go from a vague concept to a polished product.

That’s why during this season of thankfulness, I want to thank the members of our team for their tireless work, professionalism, can-do attitude and a much-needed sense of humor.

There are seven of us who handle the advertising, circulation, editorial and production of Sleep Savvy and its sister publication BedTimes. Together, we produce 20 magazines a year, manage two websites, oversee several social media sites, post four monthly email newsletters and travel to numerous markets. Needless to say, this crew doesn’t enjoy a lot of downtime, often working nights, weekends and holidays to do what has to be done.

I am fortunate to work with such talented women, including Kerri Bellias, vice president of sales, and Julie Lewis Dossey, production and sales coordinator, who keep the lights on. Managing editor Beth English brings her editorial talents to each issue. Barbara T. Nelles leads our digital efforts, maintaining our websites SleepSavvyMagazine.com and BedTimesMagazine.com, posting on social media and overseeing our recently launched newsletters Shop Talk by Sleep Savvy and BedTimes in Brief. Creative director Stephanie Belcher designs each page with skill and style. Mary Rulli, circulation manager, makes sure Sleep Savvy is delivered to you in a timely manner.

But there are more people to thank. We rely heavily on seasoned freelancers and editors who bring expertise and provide insightful, engaging articles for our pages. These include Lissa Coffey, Gary James, Gerry Morris, Phillip M. Perry and Cindy Sheaffer. I owe a special debt of gratitude to Julie A. Palm, who, without fail, is willing to help out whenever and wherever needed.

Mary Best
Editor in Chief

Above all, I am grateful for the retailers, retail sales associates and others who read Sleep Savvy in print and online, follow us on social media and support the magazine’s print edition, website and newsletter with advertising.

Every day—even the ones that get harried—I feel thankful to be associated with genuine, conscientious and generous co-workers, colleagues and readers.

From our team to yours, we wish you a very happy Thanksgiving and a successful holiday season.

The bedding industry aids flood victims after Hurricane Harvey drenches the Houston area

10/28/2017 by Sleep Savvy Leave a Comment

In the wake of Hurricane Harvey, many bedding retailers, manufacturers and suppliers have offered monetary aid and bedding donations to those left devastated by the record-breaking flood that hit the U.S. Gulf Coast at the end of August.

Here’s a quick look at the generosity a few stores and companies have shown:

Gallery Furniture: While Hurricane Harvey was raining down on Houston, Jim McIngvale, owner of Gallery Furniture in the Bayou City, opened two locations as shelters for storm victims, housing hundreds of people who made good use of the stores’ mattresses, recliners and sofa sleepers. The retailer teamed with other businesses to feed guests in the stores’ dining rooms and started a drive for cleaning supplies as people returned to their homes. McIngvale, better known as Mattress Mack, has a long history of charitable efforts, and residents have started a petition—with more than 200,000 signatures as of Sept. 20—to have Aug. 26 declared Mattress Mack Day in the city.
Mattress Firm: Houston-based Mattress Firm launched a slew of initiatives to assist employees and area residents affected by Hurricane Harvey. The mega retailer assisted employees with food, shelter, disaster pay and other types of compensation. It also created an employee assistance fund and put in the first $25,000. Other employees and members of the public from around the country are invited to contribute, and Mattress Firm is matching donations up to $100,000. Mattress Firm also donated $1 million worth of pillows, blankets and mattresses to Houston residents who lost their homes, among other efforts.
PureCare: Sleep accessories supplier PureCare, with headquarters in Fairfield, New Jersey, donated 500 packages of sleep essentials to families affected by the flooding in the Houston area. The care packages include mattress encasements, pillows, sheets and sleep masks. The company’s donations have a retail value of $500,000.
Mary Best
Editor in Chief

Tempur Sealy: Lexington, Kentucky-based Tempur Sealy International Inc. pledged about $2.5 million in bed donations and charitable contributions to support the recovery efforts following hurricanes Harvey and Irma. Sealy and Tempur-Pedic mattresses are being given to those rebuilding their homes and their lives, the company said in a news release. The mattress manufacturing major also is working with its longtime partner Good360, a nonprofit that coordinates donations between donor companies and local agencies working directly with those in need.

Is your store helping victims recover from recent natural disasters (hurricanes, the Western fires in the United States, Mexican earthquakes, etc.)? If so, Sleep Savvy wants to know. Email me at mbest@sleepproducts.org to share your efforts to aid those in need.

Sleep Savvy increases its social media presence with the launch of a new Facebook page

09/19/2017 by Sleep Savvy Leave a Comment

BY MARY BEST

Like more than 1 billion people, I am a member of the Facebook community.

Sleep Savvy increases its social media presence with the launch of a new Facebook page

Join the party and follow us at Facebook.com/SleepSavvyMagazine.

For several years now, I have reconnected with high school friends I haven’t seen in, well, a long time; lived vicariously through photos of vacations to exotic places; gotten to know fellow Facebookers with whom I share interests; and, yes, used the ubiquitous social media site to research stories for Sleep Savvy.

This summer, our staff decided to update the publication’s Facebook page. We invite you to follow us at Facebook.com/SleepSavvyMagazine. We now regularly post and share stories and videos to sharpen your selling strategies, improve operations and marketing, and showcase products introduced at markets.

Of course, Facebook isn’t Sleep Savvy’s only social media platform. Here are other ways to connect with us digitally:

Instagram: BedTimes-SleepSavvy
Twitter: @sleepsavvymag
Website: SleepSavvyMagazine.com (While on the site, subscribe to Shop Talk by Sleep Savvy, a twice-monthly email newsletter that’s loaded with quick tips for selling more and better bedding.)

But wait—there’s more! I encourage you to follow Sleep Savvy’s sister publication BedTimes, which offers insights into bedding manufacturing and breaking industry news.

Facebook: Facebook.com/BedTimesMagazine
Twitter: @bedtimesmag
Website: BedTimesMagazine.com (While on our site, you can subscribe to its e-newsletter, BedTimes in Brief.)

Other social media sites of interest to Sleep Savvy readers include those of the International Sleep Products Association, publisher of this publication, and the Better Sleep Council, ISPA’s consumer-education arm:

Facebook: Facebook.com/ISPASleep and Facebook.com/BetterSleepCouncilOrg
Twitter: @ISPASleep and @BetterSleepOrg
Website: SleepProducts.org and BetterSleep.org

Mary Best
Editor in Chief

Follow and like Sleep Savvy—along with related organizations—share our posts and share yours with us, and, as always, let us know what you think. Happy autumn!

Sign up for Sleep Savvy’s new E-Newsletter Shop Talk

07/09/2017 by Sleep Savvy Leave a Comment

BY MARY BEST

Boy, do we have an exciting new digital tool for you!

Sleep Savvy launches an e-newsletter to help retailers boost sales and have a blast doing it

Mary Best
Editor in Chief

The editors of Sleep Savvy are delighted to introduce Shop Talk, a twice-monthly email newsletter for mattress retailers who want ideas to improve sales in a quick, entertaining and easy-to-read format. We have hands-on tips for everyone—whether you run a single-store sleep shop, a major chain, a furniture store, a department store or an e-commerce site.

Each edition focuses on a specific theme related to topics that are critical to your retail success, including merchandising tips, promotions, selling strategies and more. For example, in the inaugural edition, which was emailed June 22, Shop Talk celebrated the advent of summer by giving ideas for blowout events, promotions and parties your store can host to increase sales, generate goodwill among customers and have a great time. We give you the scoop on how to make your store the place to be for the next few months—and we have four outstanding examples to prove it.

Light and energizing, Shop Talk also provides insights into market trends and consumer attitudes, product innovations, and tips for helping consumers make the sleep-health-mattress connection. You also can access our digital edition of our print magazine from the newsletter.

Shop Talk is released the second and fourth Thursday of the month, written by former Sleep Savvy editor in chief and veteran mattress industry writer Julie A. Palm, and offers easy reading on any device, including desktop, laptop and mobile.

Like the print magazine, Sleep Savvy’s newsletter doesn’t focus on company news, products or competition among brands. Its purpose is to offer mattress retailers practical ideas that make it easier to sell more bedding and better quality bedding, regardless of labels.

If, however, you are interested in information on bedding manufacturing, Sleep Savvy’s sister publication BedTimes, also published by the International Sleep Products Association, launched its own newsletter earlier this year. Sent the first and third Thursday of the month, BedTimes in Brief includes breaking mattress industry news, product and component features, company profiles, and more. To subscribe, visit BedTimesMagazine.com.

BSC Celebrates Better Sleep Month with Sleep Myths Survey

05/10/2017 by Sleep Savvy Leave a Comment

BY MARY BEST

Think quick: What’s the most important piece of furniture in your house? If you answered your mattress, score!

As bedding retailers and retail sales associates, you understand that most people spend about a third of their life in bed, which means they spend more time with their mattress than any other object in their home.

And while every day you realize the critical role sleep plays in a healthy, productive life, the Better Sleep Council elevates this conversation each spring as retailers prepare for the summer selling season. In fact, since 1985, the BSC, the consumer-education arm of the International Sleep Products Association, has positioned “May Is Better Sleep Month” as its centerpiece PR strategy to help consumers better understand the importance of sleep and its connection to a quality mattress.

But did you know that throughout the year the BSC runs a variety of campaigns and consumer surveys tied to a mattress message?

For example, in April, the BSC surveyed more than 1,000 consumers about sleep myths. Here’s one striking falsehood the survey revealed: Sixty-six percent of respondents believe mattresses last about 10 years before they should be replaced. As savvy retailers know, the longevity of a mattress depends on several factors, such as its amount of use and original quality. As a general rule, after seven years it’s time for consumers to evaluate their current mattress and decide if it is time for a new one.

Mary Best
Editor in Chief

These types of BSC efforts to educate consumers—and debunk sleep myths—were made easier on May 9 with the launch of the BSC’s new website. The updated BetterSleep.org evokes a conversational, modern feel—from the engaging photography to punchy copy. It has an attractive, user-friendly interface and is loaded with tons of updated, easily digestable information. Of course, the BSC’s Better Bed Quizzz is featured prominently.

This library of educational material, surveys and shopping guides is available to retailers to use in their marketing and advertising efforts. I encourage you to visit the site often and take advantage of the resources available to you at no charge to educate your customers about the importance of sleep and to help them purchase their dream bed.

Retailers Share Experiences, Insights and Perspectives at ISPA’s Industry Conference

04/09/2017 by Sleep Savvy Leave a Comment

Mary Best
Editor in Chief

Three retailers took the stage at the International Sleep Products Association’s Industry Conference to give their thoughts on the mattress industry, offer advice to manufacturers and suppliers on how to improve partnerships, and share experiences being on the front lines of bedding sales.

The biennial conference was held March 8-9 in St. Petersburg, Florida.

Moderated by Mark Kinsley, staff vice president of marketing for the Carthage, Missouri-based Leggett & Platt Inc. Bedding Group, the panel discussion, “Positioning the Mattress as THE Most Essential Sleep Product for Consumers,” included Spencer Ace, owner of Studio City, California-based Sweet Dreamzzz Mattress; Trent Ranburger, owner of Trent Bedding, headquartered in Bowling Green, Kentucky; and Elana Stone-Anderson, vice president of marketing for BedMart Mattress Superstores, based in Portland, Oregon.

The conversation addressed myriad topics about today’s realities of retail, including:

Trent Ranburger of Trent Bedding, Spencer Ace of Sweet Dreamzzz Mattress and Elana Stone-Anderson of BedMart Mattress Superstores share insights with Leggett & Platt Inc.’s Mark Kinsley.

Setting yourself apart—Ace: “There’s a lot of foot traffic in front of our store, so we put dog biscuits and dog water bowls and bottled water out for people. People come in and thank us, and say they want to shop with us.” Ranburger: “I spent money to raise awareness about mattresses, and so when someone in Bowling Green is buying a mattress, they think Trent Bedding. The arrival of Mattress Firm has raised our local tickets. It has been great for our business.”
Being your store’s spokesperson—Stone-Anderson: “It humanizes your brand. For five years now, I’ve been going into people’s homes and talking to them. My dad did all the marketing for our company for 18 years. Newspaper advertising mainly. We did focus groups and shifted to TV with me as spokesperson, and it has greatly increased market share. We didn’t have brand recognition. Now we do and are No. 1 or No. 2 in brand recognition for mattress retailers.”
Maintaining relationships with manufacturers—Ranburger: “Better trained sales reps—we need those relationships. You need to build relationships from the top down and bottom up.” Ace: “I agree, and also we want exciting point-of-purchase. They are conversation starters. You want customers to say, ‘What is that?’ ”

A Mixed Review: Consumer Reports on Sleep, Mattresses and Mattress Shopping

03/09/2017 by Sleep Savvy 2 Comments

When consumer reports talks, people listen. So, while I usually don’t write about other magazine stories in this column, I felt the publication’s February cover story, “Secrets to a Great Night’s Sleep,” warrants review.

The 14-page feature, which includes ratings of 74 mattresses, opens with the results of a survey of 62,000 Consumer Reports subscribers, nearly 20,000 of whom had purchased a new bed in the previous three years. The findings are peppered throughout a story, which provides seven steps for shoppers to buy “a mattress you’ll love, and that loves you back.”

There is sound advice here, much of which is promoted by the Better Sleep Council, the consumer-education arm of the International Sleep Products Association:

Replace your bed every eight to 10 years—or when you aren’t sleeping as well as you once did.
Give your body several weeks to adjust to a new mattress.
Avoid bright lights, blue screens and heavy meals close to bedtime, and practice relaxation techniques like listening to music.

The survey also confirms the BSC’s rest-test advice. Seventy-seven percent of respondents who tested their beds for at least 15 minutes in the store were very happy with their purchase.

But then there are the cringe-worthy comments in “Step 4: Never Pay Full Price,” recommending shoppers always “negotiate with gusto”—even online. And it harps on the discomfort of testing beds in a “fluorescent lit” mattress showroom.

One Sleep Savvy reader and retail mattress specialist for a department store points out: “Price negotiation will only cause doubt in the consumer. Why should one customer get a lower price for the same item another customer pays the ticketed price for because he lacks negotiating skills? Even many used car dealers are abandoning this practice.”

Mary Best
Editor in Chief

Also disturbing are “Step 5: “Make Good Use of the Trial Period” and “Step 6: Have Many Happy Returns.” Promises of easy returns have a big downside. Not only are mattress returns a losing proposition for retailers, but too many of those beds go to landfills or worse, on the side of the road.

I don’t expect Consumer Reports to write a 100% glowing story about mattress buying. But I wish there were less of this—“Start by asking for a price that’s 50% off the list price”—and more of this—“We think you should give your mattress choice at least as much consideration as a new car.”

What do you think? I’d love to hear from you.

Exclusive 2016 research from the BSC sheds new light on today’s mattress shopper

01/18/2017 by Mary Best Leave a Comment

A gold mine of insights for bedding retailers

Do you want to know what motivates today’s shoppers to buy? What role does research play in a consumer’s buying decisions? How much do consumers expect to pay for a new bed?

These are just a few of the insights revealed in new research conducted by New York-based Fluent Research on behalf of the Better Sleep Council, the consumer-education arm of the International Sleep Products Association. The survey, conducted in 2016, is the fifth sponsored by the BSC since 1996.

For the first time, consumers’ expectations for how long a mattress should last have dropped below 10 years. This is good news for consumers: A shorter mattress replacement cycle means they can take better advantage of new component technologies and advancements in construction techniques. They can benefit by enjoying mattresses that offer different levels of comfort and support as their bodies change and age.

Other revealing statistics from the BSC study include:

Pricing: Today’s shopper expects to spend more on a new bed set. BSC research reveals consumers expect a new mattress to cost, on average they say, $1,110—a significantly higher price point than the $929 from 2007, the last time the BSC research was conducted.

Research: Consumers are spending more time researching their purchase. Seventeen percent of respondents report spending one or two days researching and browsing prepurchase, while a full 50% spend from three days to two weeks gathering information before buying.

Store preference: While consumers are doing their homework online about a new mattress purchase, they still show a strong preference for buying a bed from a traditional brick-and-mortar store. In fact, 85% said if they were looking for a new mattress today, they would visit a local store and buy it there.

Mary Best
Editor in Chief

“This research demonstrates just how much consumers’ attitudes and perceptions have changed in recent years,” says Mary Helen Rogers, ISPA vice president of membership and communications. “The research included additional questions regarding how consumers link sleep to their overall well-being, factors that motivate or deter them from replacing their mattresses, and insights into other purchasing behaviors.”

You’ll want to read the whole story and take an especially close look at the illustrated data and charts. Enjoy, and as always, I welcome your thoughts.

Giving Thanks This Holiday Season

11/20/2016 by Mary Best Leave a Comment

This holiday season — and every day — I am grateful for our talented publications team.

Like editors before me, I periodically like to use this column to acknowledge and thank the members of the publications staff of the International Sleep Products Association. What better time than the holidays—a time of remembering the blessings in our lives—to say thank you for their commitment, hard work and can-do attitude every day of the year.

There are seven of us who handle the advertising, circulation, editorial and production of Sleep Savvy, as well as its sister magazine BedTimes. In addition to producing 20 magazines a year, the team maintains two websites, is active on social media and travels to numerous markets and shows throughout the year. Needless to say, we are a busy crew.

I feel privileged to work with such talented women, including Kerri Bellias, vice president of sales, and Debbie Robbins, advertising production manager, who keep the magazines in the black. Managing editor Beth English, with us now for two years, contributes her keen editorial and creative skills to each page. Barbara Nelles serves as content and digital editor, deftly managing both the Sleep Savvy and BedTimes websites (SleepSavvyMagazine.com and BedTimesMagazine.com, respectively), along with the publications’ social media presence.

Creative director Stephanie Belcher, who has been with Sleep Savvy since its launch in 2002, brings accomplished, stylish design to each issue. And Mary Rulli works diligently as our circulation manager to make sure every magazine is delivered in a timely manner.

The publications team is fortunate to work with seasoned freelance writers and editors Lissa Coffey, Gary James, Gerry Morris, Julie A. Palm, Phillip M. Perry, Cindy Sheaffer and others who bring expertise, insight and engaging articles to our pages.

And, of course, I am grateful to work with the ISPA staff in Alexandria, Virginia. The leadership team of Catherine Lyons, Mary Helen Rogers and Ryan Trainer always is available to provide encouragement and guidance.

Mary Best
Editor in Chief

It’s a pleasure to work with such professionals and I think we work very well together. Producing magazines is complicated and sometimes messy—with unexpected twists (and there are many!) and last-minute changes. But this group faces these bumps with grace and industriousness.

During this season of gratitude, I’m blessed to be associated with genuine, conscientious and generous co-workers. How about the people you work with? Have you told them lately how much you appreciate them?

Happy holidays!

Subscribers to Sleep Savvy Share Questions, Thoughts and Even Poetry

10/14/2016 by Mary Best Leave a Comment

BY MARY BEST

Sleep Savvy FREQUENTLY receives emails from readers who want to comment on a story, ask a few questions or share an idea. Here are a few recent ones:

Question:

“I have been reading Sleep Savvy for many years and quite often I see articles that I would like to run for advertising for my own store. Is this possible? Can I reprint them or put them on my web page? Thank you in advance for your help.”— Randy Van Ruler, Howards Home Furnishings, Waukon, Iowa

Answer:

Yes, we welcome readers to share and reprint stories—with credit given to Sleep Savvy, of course! We also invite you to link to stories on our website, SleepSavvyMagazine.com, as well as tweet them.

Comment:

“I have been reading my Sleep Savvy religiously for probably six or seven years now. The issues always seem to be chockfull of great information about what we do and how to help people get a great night’s sleep. I quite often save issues and highlight certain things from articles, but I have to say your piece on ‘Upping Your Game’ (July/August 2016 by Julie A. Palm) was the best article I’ve ever read in the magazine. Please keep up the good work.”—Wayne Terry, The Mattress Store, Thousand Oaks, California

And an idea:

“I look forward to reading every word of every article in Sleep Savvy the day it arrives in my mailbox. I manage a Mattress Depot USA store in Issaquah, Washington. It’s part of a 22 corporate store chain, with four franchise stores, as well. We take pride in being the largest locally owned chain in the state.

“At Mattress Depot USA, all sales staff post a minimum of 15 ads per day on Craig’s List. For one of mine, I chose to show off my ‘right-brained’ creative side by composing a little poem.”—Kenn Quinby, Mattress Depot USA, Issaquah, Washington

“If all night you’re tossing and turning

And you awaken with eyes a’burning

I’m here to let you know

What sleep specialists all been learning

It can be corrected for not much dough

We have mattresses priced just right

To help you sleep much better tonight

You actually live longer

And you’re much less grumpy

Sleeping on a mattress a little less lumpy

If gravity draws you to sags in the middle

Get a new mattress and pay so little

I’m in the store wondering where you’ve been

Give me a call, my name is Kenn”

Mary Best
Editor in Chief

If you have something to share, email me at mbest@sleepproducts.org. I look forward to hearing from you.

Get A Real Job

09/13/2016 by Mary Best Leave a Comment

Mary Best
Editor in Chief

BY MARY BEST

On the anniversary of my entry into publishing, I’m reminded of the difficulties of hiring staff.

This month marks an important milestone for me because 30 years ago, I began my career in publishing. Fresh out of graduate school with a master’s degree in American history, I landed a position as assistant editor for a magazine—after five nail-biting weeks of waiting. When the editor finally called to tell me I had the job, he explained he was hiring me because “you don’t know anything.”

Which was true. I didn’t know the first thing about magazine editing. While I had a strong liberal arts background, I was a blank slate when it came to the mechanics of print production. That was exactly why he offered me the job. He said I had the basics but wanted to train me according to his editorial preferences.

My first “real” job worked out well. Three decades and hundreds of magazines later, I still follow many of the lessons I learned there, even though the publishing world has changed the way magazines are written, produced, printed and even read.

As you well know, hiring the right people can be one of the most challenging, time-consuming-—and, yes, even frustrating—aspects of operating a business, especially as the job market continues to change dramatically. According to a recent survey by CareerBuilder.com, although 76% of full-time, employed workers are either actively looking for a job or open to new opportunities, 48% of employers can’t seem to find the workers they need to fill job vacancies. Here are a few things the employment services website suggests you know about how candidates approach a job search today:

Candidates are less likely to jump through hoops. The market has become more employee-centric and candidates are quicker to drop off if the application seems too cumbersome. One in five candidates said they are not willing to complete an application that takes them 20 minutes or more.
Candidates move on quickly. An inefficient, slow-moving hiring process will kill your recruiting efforts. Sixty-six percent of job seekers said they will wait less than two weeks to hear back from the employer before considering the opportunity a lost cause and moving on to another.
Candidates expect more information in the job listing. It’s not enough to describe your store and the job you have available. Job seekers want to see salary (74%), benefits (61%) and employee ratings (46%) in your job posting.
You may not know how good or bad your process is in the eyes of candidates. Only 3% of employers claim to have tried applying to one of their company’s open jobs to see what the process is like. Put on your job-seeker hat, go to one of your openings and interact with your store through the eyes of the candidate so you can make improvements where needed. Happy hiring!

Watch These Twitter Videos from Las Vegas Market Mattress Showrooms

08/10/2016 by Sleep Savvy Leave a Comment

World Market Center in Las Vegas

BY BARBARA T. NELLES

As we walked the Summer Las Vegas Market last week, the editors of BedTimes and Sleep Savvy persuaded and cajoled some bedding and mattress showroom exhibitors to describe their product introductions and updates–in 30 seconds or less–for a Twitter video! Thanks to all who consented 🙂

In no particular order and for easier viewing, we’ve gathered those brief videos here. Roll down the screen and check them out. Below the videos, I’ve embedded most of our other #lvmkt and #lvmktmattress show tweets, as well, because we’ve learned (gasp!) that some of you are not on Twitter.

Boyd Specialty Sleep‘s Kris Mattina provides a peek inside the company’s new Izone mattress that offers adjustability and temperature regulation through a unique combination of water, memory foam and air channels:

New Boyd izone is a comfy combo of foam, water and air channels in.a single #mattress #lvmkt #lvmktmattress pic.twitter.com/eSo9DSkJvj

— Sleep Savvy Magazine (@SleepSavvyMag) August 1, 2016

Always-eloquent Ken Hinman of Talalay Global and bed brand Pure Talalay Bliss demonstrates the ultimate breathability of his company’s Talalay latex using the new “Tala-meter”:

Talalay Global’s Tala-meter demos the supreme breathability of Made in USA Talalay latex, says Ken Hinman #lvmkt pic.twitter.com/uwYx30w5gP

— BedTimes Magazine (@bedtimesmag) August 1, 2016

Bryant Looper with Responsive Surface Technology LLC, maker of the “ReST” mattress, explains how his company’s pressure-sensing bed automatically responds to a sleeper’s body:

@RestPerformance A smart fabric technology for a super smart #mattress! #lvmkt #lvmktmattress pic.twitter.com/gycszU3v4B

— Sleep Savvy Magazine (@SleepSavvyMag) August 1, 2016

Diamond Mattress focused all eyes on its new boxed Rally mattress lineup which offers a choice of comforts and a color-coded, racing-stripe design motif, said Patrick Wolf:

Rally by Diamond #Mattress is a boxed #bed line with racy stripes n choice of comforts sez Patrick Wolf #lvmkt pic.twitter.com/8CvMEqSaQd
— Sleep Savvy Magazine (@SleepSavvyMag) August 2, 2016

In case you missed it at ISPA EXPO 2016, Levitation Laboratories’ Bill Scarleski gave this amazing demonstration of mattress weightlessness thanks to his company’s unique new bed technology:

Levitation Laboratories makes the #mattress weightless. Give it a whirl! #lvmktmattress #lvmkt pic.twitter.com/dlkdgMzYZK

— Sleep Savvy Magazine (@SleepSavvyMag) August 3, 2016

Jon Mullinax shows Sleep Savvy how Hollywood Bed Frame’s newly patented, one-size-fits-all E3 metal frame hinges to fold compactly for easy shipping:

Now patented! says Jon Mullinax: Hollywood #Bed Frame’s hinged E3 #lvmkt #lvmktmattress pic.twitter.com/bNrxEWSgYh

— Sleep Savvy Magazine (@SleepSavvyMag) July 31, 2016

This ‘pillow talk’ from Serta’s Kristin Morris offers a close look at new Serta iComfort hybrid pillows with an easy to zip off and launder cotton cover:

The Serta iComfort Hybrid #pillow group has washable zip-off cover in long staple cotton. #lvmktmattress #lvmkt pic.twitter.com/Bl9ccsypbs

— Sleep Savvy Magazine (@SleepSavvyMag) July 31, 2016

Mattress border closeup of Spring Air’s 90th anniversary collection:

@springairinc added 2 luminous #mattress models to 90th anniversary line #lvmkt #lvmktmattress pic.twitter.com/1mhCotuIH3

— BedTimes Magazine (@bedtimesmag) July 31, 2016

The Hampton, one of the sleek new beds with underbed storage drawers from Fashion Bed Group by Leggett & Platt:

Nice! At L&P Fashion #Bed Group the #mission style Hampton storage bed #lvmkt lvmktmattress pic.twitter.com/MBFfc3xLGl

— Sleep Savvy Magazine (@SleepSavvyMag) August 2, 2016

Kingsdown’s bold and regal panel fabric on the Crown Imperial collection:

@Kingsdownbeds Really regal Crown Imperial is a showstopper! #lvmkt #lvmktmattress pic.twitter.com/5adaeuuQ40

— BedTimes Magazine (@bedtimesmag) August 2, 2016

The Mattress Recycling Council’s Paris Gholston manned this booth and talked sustainability and mattress recycling with furniture and mattress retailers:

Paris Gholston of @MattRecyCouncil greets retailers at #lvmkt #lvmktmattress pic.twitter.com/p4AxLC8wxw

— Sleep Savvy Magazine (@SleepSavvyMag) August 2, 2016

Music inspired the look of Therapedic’s new Bravura mattress collection:

@Therapedic new Bravura ‘Sound of Sleep’ foam n latex #beds have musical motifs #lvmt #lvmktmattress pic.twitter.com/Sd8YUdsF1m

— Sleep Savvy Magazine (@SleepSavvyMag) August 1, 2016

NFL quarterback and Beautyrest Black spokesperson Tom Brady was hard to miss in this enormous banner on Building A:

Wow, talk abt hi def printing–u see every bristle on his #Beautyrest face! #mural #lvmkt #lvmktmattress pic.twitter.com/hKhzoU7QRu

— BedTimes Magazine (@bedtimesmag) August 1, 2016

The Eclipse International and Eastman House bed brands made a grand, permanent return to Las Vegas Market in this busy, new showroom:

Inside the new Eclipse and Eastman House showroom at #lvmkt #lvmktmattress pic.twitter.com/tD4KaVuY9t

— BedTimes Magazine (@bedtimesmag) July 31, 2016

Simmons reached out to quantified-selfers with the tiny, yet highly sensitive, Sleeptracker by Beautyrest–It slips under the mattress:

Highly sensitive Sleeptracker by Beautyrest is watching you as you sleep! #lvmkt #lvmktmattress pretty pkg too! pic.twitter.com/oCYDaxE13v

— BedTimes Magazine (@bedtimesmag) July 31, 2016

Spring Air’s Nick Bates showed us what’s going on inside the company’s latex hybrid bed in the Chattam & Wells collection:

New Chattam & Wells latex hybrid makes #mattresses great again says Nick B @springairinc #lvmkt #lvmktmattress pic.twitter.com/SrkgjOOK4r

— Sleep Savvy Magazine (@SleepSavvyMag) July 31, 2016

BedTimes and Sleep Savvy brings you a detailed photo album of Summer Las Vegas Market news in the October print editions of each magazine, and much sooner online. Stay tuned.

This post was originally published in BedTimes magazine.

One Happy Camper

07/22/2016 by Mary Best 2 Comments

I recently went mattress shopping — and, frankly, I had a blast. Here’s why:

Mary Best

BY MARY BEST

It’s a story you’ve heard many times: I realized earlier this year that I wasn’t sleeping well and finally admitted that I needed a new mattress set. Even though I am well-versed in the process—assess my preferences, rest-test a selection of beds and make a decision based on comfort and affordability—I wasn’t looking forward to it. Like most shoppers, I was afraid of making an expensive mistake. But my back and exhausted self convinced me it was a risk worth taking.

So, like many shoppers, I headed to a nearby bedding shop that a friend recommended. As I entered, the store manager was helping a couple, but he greeted me and assured me he would be with me shortly. As I browsed around the clean, well-organized showroom floor, I couldn’t help but overhear his conversation, his polite voice carrying across the mattress sets. When the couple explained they had just begun shopping, he encouraged them to shop around and said he hoped to see them again. I was impressed by his low-key but professional manner.

Then he turned his attention toward me. He asked a few qualifying questions and I explained what I had in mind. He led me to two mattress sets. I lied down on both and knew right away which one I wanted to buy.

It was all very straight-forward up to that point. But my outing pivoted from an impressive, albeit routine, shopping trip to an memorable experience when we walked over to his desk to complete the transaction. As he entered my information into his computer, we began talking about his store and his experiences with mattress shoppers. A few minutes later I walked out, excited about my purchase and feeling good about the store from which I bought it.

And things got better from there. A few days later, I received a call to set up delivery. While it was scheduled between 11 a.m. and 2 p.m., the truck pulled up promptly at 11—and out came two friendly, well-dressed delivery men. While setting up my new bed, they asked what I did for a living, so I said I was the editor of Sleep Savvy and our sister publication, BedTimes. Not only were they familiar with the magazines, one of the guys had a photo on his phone of a story we recently had run. Now, that will warm the heart of any editor!

And there’s more. About month after buying the mattress set, the store manager called to see if I was satisfied with it. I also received a personal letter from the vice president of sales thanking me for my business and a store survey.

Oh, I almost forgot to mention that the mattress is downright dreamy. I couldn’t have asked for a better experience, product or retailer. I hope your customers can say the same thing when they buy from your store.

How To Train Your Brain to Improve Concentration

07/07/2016 by Sleep Savvy Leave a Comment

As a retailer, you have a lot on your mind. Follow these 3 tips to improve concentration and productivity:

During the workday, distractions run rampant—phone calls, emails, interactions with vendors, employees and shoppers. To counteract these productivity speed bumps, try these three tips, offered by David Rock and reported by Nadia Goodman in Entrepreneur.com. Rock is co-founder of the NeuroLeadership Institute and author of “Your Brain at Work.”

Do creative work first. Typically, people begin their days with mindless work and build up to tougher tasks. It actually should be the opposite, Rock says. “Every decision we make tires the brain,” he says. “An hour into doing your work, you’ve got a lot less capacity than (at the beginning).” Tackle tasks that require creativity or concentration first thing.
Allocate your time deliberately. In his research, Rock has found that people truly focus for only about six hours a week. “You want to be really diligent with what you put into those hours,” he says. Know when you do your best work—whether in the morning or late at night—and work on more difficult tasks during those times. (By the way, Rock’s studies show that 90% of people do their best thinking outside the office.)
Train your mind like a muscle. With all the digital distractions at our fingertips and people and tasks clamoring for our attention, we have developed the habit of multitasking. In other words, “We’ve trained our brains to be unfocused,” Rock says. Learning to focus takes practice. Start small by turning off all distractions and committing your attention to a single task for five minutes a day and build up from there. If you find your mind wandering, just return to the task at hand. “It’s just like getting fit,” Rock says. “You have to build the muscle to be focused.”

ISPA EXPO 2016: the Largest of Its Kind

04/12/2016 by Mary Best Leave a Comment

Mary Best, Editor in Chief

ISPA’s biennial trade show was the largest in its history—and here’s why it matters to you.

While many readers of Sleep Savvy didn’t attend, the three-day event did include elements of relevance to retailers. Attendance was strong, orders were being written, and a spirit of energy and enthusiasm was palpable. For producers to be buying, new orders have to be coming in from retailers.

Here are a few highlights:

Largest show ever: ISPA EXPO 2016 was the largest and most successful in the association’s history with a record 4,330 attendees—a 22% increase over 2014—from 72 countries visiting 242 exhibitors covering more than 137,000 square feet of exhibition space. “I think our record-breaking numbers reflect the enthusiasm and optimism that’s been building throughout the mattress industry,” said Ryan Trainer, ISPA president.
Introductions: Sleep Savvy editors noted a variety of new technologies and trends. For example, ticking suppliers showcased fabrics that were not only beautiful but also designed with a host of health benefits in mind. Some fabrics were infused with minerals to help sleepers feel more refreshed, while other products were inspired by the breathability of performance fabric. And, no surprise that cooling continues to be a big emphasis, as well. (Check out video tweets on the website of our sister publication BedTimes at http://bit.ly/1Mx8OUd.)
Honored: During the Industry Breakfast Friday, March 11, ISPA recognized retailer Dale Carlsen, founder of the retail chain Sleep Train, and now executive vice chairman and chief philanthropy officer for Mattress Firm, for his outstanding service to the mattress industry. In addition to creating the Sleep Train Foster Kids program, he also played a leading role in establishing California’s mattress-recycling program.
Vision: Also during the breakfast, Kathy Roedel, chair of ISPA’s board of trustees, outlined the association’s new strategic plan, which includes making it the home of collaborative industry interaction and inclusion. Citing the blurring lines between supplier, manufacturer and retailer, she said: “As the market changes, and as the roles of individual companies change, we need to consider how ISPA membership should evolve to best serve the greater sleep products industry as an organization with the resources and influence to make positive change for all constituents—members, consumers and the global community.”

Stay tuned to Sleep Savvy as ISPA’s vision for the future—and innovations shown at EXPO—takes shape.

Big Plans For The Better Sleep Council

03/23/2016 by Mary Best Leave a Comment

Mary Best
Editor in Chief

The Better Sleep Council launches ambitious campaigns to elevate industry image, increase sales

The Better Sleep Council has big, big plans for 2016. Did I say big?

As the consumer-education arm of the International Sleep Products Association, the BSC has developed programs to generate more selling opportunities for mattress retailers by addressing the anxiety shoppers feel about purchasing a mattress and by empowering them through education and targeted communications.

In one of the BSC’s most ambitious programs since its creation in 1979, the BSC is introducing the Better Bed Quizzz, a digital shopping tool to help guide consumers through the mattress-buying process. The brand-agnostic app, which will be part of the BSC website, asks a series of questions about sleep habits, preferences and challenges, thus helping prospective mattress customers feel more confident and prepared when they shop. After completing the quiz, consumers can share their results with a retail sales associate, who then will use the information to find the best mattress for their needs.

The quiz will launch to both the industry and consumers in May as part of Better Sleep Month. It will be augmented with marketing and promotional support, including:

O A comprehensive feature on the quiz and Better Sleep Month in the May/June issue of Sleep Savvy

O A video campaign with a popular YouTuber to show the extreme side of mattress shopping. The light-hearted look will include a series of video snippets capturing the YouTuber’s antics that will be featured on the BSC’s social media channels and with ads on YouTube and Facebook. The video campaign will direct consumers to the Better Bed Quizzz.

Other public-relations activities this year include two national surveys to help educate consumers on the importance of sleep. The first, conducted in February relates to daylight saving time and the other will be connected to Better Sleep Month.

“We are very excited for 2016 and our campaigns,” says Mary Helen Rogers, vice president of marketing and communications for the BSC and ISPA. “We have an extremely dynamic and creative committee and have taken on the challenge of helping reduce consumers’ anxiety when tackling the mattress shopping process. The industry can follow all of our progress on our website and Facebook and Twitter. Be on the lookout for new surveys and research, as well as a consumer shopping tool and video series.”

Of course, stay tuned to Sleep Savvy for complete updates on these exciting initiatives. Happy spring!

Selling to Millennials

12/30/2015 by Mary Best

Mary Best
Editor in Chief

An 18-year-old shares perspectives on her generation and the retail world with Sleep Savvy

As I prepared for this issue’s cover story on selling to millennials—that huge, diverse generation of 80 million people born at the end of the last century and introducing its own ways of shopping—I sat down with a millennial I know well and who is pretty typical of this demographic to gain perspectives on their buying habits. My conversation with Hannah, a precocious 18-year-old college student and part-time employee at Marshall’s, proved insightful. While I realize her comments are anecdotal and certainly may not be reflective of the entire generation Y crowd, they did provide a glimpse into a generation very different from mine. (I came into this world with Hannah’s parents at the very end of the post-World War II baby boom.)

Here are a few of the observations she shared:

A frugal spender: Hannah says she is very careful with money. Perhaps it’s because she grew up during the dire days of the Great Recession or maybe it’s a lesson she learned from her parents, but she says, “I’m very smart with my money. I’m not just going to throw it away. I really do try to maximize what I earn and set budgets for myself.” Interestingly, she adds, she doesn’t like to spend money on food, which “is not normal for millennials, who will spend everything on food.”

An Internet shopper: When she knows what she wants, Hannah prefers to shop online because of convenience and price. “It’s just less time consuming and things are often cheaper online,” she says, adding she would buy large-ticket items like furniture online if shipping is included and she had seen it before. “If I know what I’m buying, I would buy it on the Internet—like if I know the product and brand.”

A showroomer: A savvy consumer and a digital native like her peers, Hannah says she will compare prices online when she’s in a store. “I especially do that when I’m in Victoria’s Secret because you can get it new on eBay,” she notes.

Online mattress buyer: When asked if she would buy a bed from an Internet retailer, Hannah said, “I don’t know anything about mattresses, so maybe I would, maybe I wouldn’t.” But after thinking about the mattress-buying process, she said she would be inclined to buy online.

Many of Hannah’s shopping habits echo what Julie A. Palm writes in “Meet the Millennials.” As the story notes, they already are a potent economic force, but by 2020, their spending will account for 30% of total retail sales.

Look out, retailers—more than likely, Hannah and her cohorts will be in your store, visit your website or check out your Instagram account soon.

A healthy winter’s sleep

10/01/2015 by Mary Best

Mary Best
Editor in chief

Cold weather, shorter days are on their way—and frankly, I’m not leading their welcome wagon

And Clover guarded well its rest,
Till Autumn’s leaves were sere,
Till all her sister flowers were gone,
And her winter sleep drew near.

—Louisa May Alcott

I have a confession: While I love colorful falling leaves, football games (my husband is a rabid Dallas Cowboys fan, so I really don’t have a choice), and the mellow sights and smells of autumn, I struggle every October when the days grow noticeably shorter and colder.

Maybe it’s the kid in me. I grew up in the piedmont of North Carolina, where the summer months for my siblings and me were filled with outdoor adventures in bare feet. Fall meant the return to school, homework, less playtime, earlier bedtime, shoes and—even worse—coats.

So as summer fades into fall and the nights steal minutes of sunlight from mornings and evenings, I find myself in a very different frame of mind. As the days grow shorter and colder—much to my lament—I also approach my daily routine differently. No more working in my garden before I begin my workday or walking my dog Guilford and visiting with neighbors at twilight. Instead, my thoughts and habits turn to staying warm, hibernating and sleeping.

It’s not just me. According to Kristen Rodman, staff writer for Accuweather.com, our sleep-wake cycles are regulated by light, and the lack of it causes our bodies to produce more melatonin, which makes us feel tired. That, combined with cooler temperatures, lead many of us to linger under the covers.

For those of us in the bedding industry, however, there is a silver lining to the advent of long, chilly nights. When the seasons change this time of year, lots of folks begin thinking more about sleep—which is a good time to focus on improving sleep habits. And as the Better Sleep Council, the consumer-education arm of the International Sleep Products Association, promotes, a quality mattress is the foundation of a good night’s sleep. Spreading a “healthy winter’s sleep on a new mattress” message through social media, advertising and store promotions might add sizzle to your winter sales.

Now that I think about it, maybe the return of colder weather won’t be that bad after all.

Mattress Recycling Council goes to Vegas

09/10/2015 by Mary Best

Session updates retailers on mattress-recycling laws, new customer communication materials

With Connecticut’s mattress-recycling program having been launched in May, and less than six months until programs in California and Rhode Island are anticipated to begin,

MRC’s leadership shared highlights of the program plans that the organization submitted to California and Rhode Island state authorities in July, provided updates on the implementation of Connecticut’s program, introduced new resources to help the industry comply with the law and communicate to customers, and provided helpful answers to questions from engaged retailers about each state’s law, the industry’s obligations and the consequences of noncompliance.

“Mattress manufacturers, importers and retailers all have a role in this program’s success,” said Ryan Trainer, president of MRC and the International Sleep Products Association, which created MRC. “If you aren’t complying with these state laws, you run the risk of not being able to sell your products in these states.”

Here are a few key topics that caught my attention:

• MRC Managing Director Mike O’Donnell noted that through the end of July, more than 20,000 mattresses were recycled in Connecticut through MRC. They were collected from more than 100 cities, towns and other entities. It sounds like the state is off to a great start.

• Retailers and manufacturers of mattresses sold in all three states must register with MRC—a process that’s easy and free. To help with this, MRC has created a series of videos explaining how manufacturers and retailers can use MRCreporting.org’s registration, reporting and payment features.

• MRC has created customer communication materials—information cards, posters and a Q&A. These are designed to help retailers explain the recycling programs to customers. “Once a state’s program is implemented, it becomes visible to the public for the first time,” said Amanda Wall, MRC’s marketing and communications coordinator. “For consumers, MRC has branded its activities under the name ‘Bye Bye Mattress.’ ” It’s supported by its own website (www.byebyemattress.com), a public service announcement campaign, online advertising and media outreach.

Mary Best
Editor in chief

The information and videos presented during the seminar are available at MattressRecyclingCouncil.org. And MRC constantly updates its website, so check it regularly.

As evidenced at the seminar, retailers in California, Connecticut and Rhode Island are getting down to the nitty gritty as their respective programs are implemented. As Sleep Savvy continues to keep you updated about mattress recycling, I encourage you to share your successes and the challenges you face—email me at mbest@sleepproducts.org.

Welcome to our online home

07/09/2015 by Mary Best

Learn, share, play and subscribe to Sleep Savvy at SleepSavvyMagazine.com

Mary Best
Editor in chief

Nearly a year and a half ago, we redesigned the Sleep Savvy website—www.sleepsavvymagazine.com. The intention was for the site to better reflect the publication’s role as “the magazine for sleep products professionals.” Under the direction of digital editor Barbara Nelles, the revamped site is colorful, image-filled and easy to navigate, but most important, it hosts an archive of helpful information at your fingertips. In addition to digital editions of the magazine dating back to 2009, you’ll also find a searchable database of “evergreen” articles we’ve published over the years. This library has grown significantly since last year as we have stocked it with past content, and it’s constantly updated with new print and Web-only articles from our editors and contributors.

When visiting the site, you’ll notice that all stories are slotted into a handful of categories that make it easier for you to find and read only what you’re interested in. Handy buttons allow you to quickly share Sleep Savvy articles with employees, colleagues or friends via email or a host of social media services.

Want to receive your own copy of Sleep Savvy? You can subscribe online, as well. There are multiple places on the site where you can sign up to receive the magazine. By the way, we’ll send free subscriptions—up to five per location—to any retail store or online retailer that sells bedding in the United States.

I also invite readers to submit guest blog posts. You can write as little as a paragraph about happenings in your store—anything from a successful store promotion to your funniest experience with a customer.

Even if you don’t want to submit a guest blog, we encourage you to bookmark the site and visit it often. We want to be your go-to place for practical, hands-on advice about mattress retailing.

So take a few minutes to check out the Sleep Savvy website at sleepsavvymagazine.com, and let me know what you think. I’d love to hear from you.

Here’s to a happy and profitable summer!

Till Sleep Do Us Part

06/08/2015 by Sleep Savvy

Why more couples are sleeping separately

GUEST POST BY TERRY CRALLE

Sometimes a good night’s sleep can be hard to come by—the neighbor’s barking dog, a car alarm, or a teething baby all seem to conspire to keep you awake. But add a restless bed partner who snores or steals the blankets, or who prefers a subzero sleep environment, and all hope for a good night’s sleep can be lost. No wonder so many of us are not getting the recommended amount of sleep on a consistent basis.

Research from the Better Sleep Council found that on average, one in three Americans report their bed partner has a negative impact on their own sleep. Americans crave sleep more than sex—which should give everyone pause to think about their respective sleep arrangements. A UK survey found the average couple engaged in bedroom quarrels a whopping 167 times a year. The No. 1 reason was blanket hogging, and the No. 2 reason was snoring.

With sleep deprivation linked to a host of problems including diabetes, obesity, heart disease, depression, relationship problems, accidents, irritability and poorer job satisfaction, it is imperative that sufficient, quality sleep is everyone’s primary consideration.

Historical Perspective on Sleeping
In Roman times, the marital bed was a place for romance but not sleep. Folks in the Middle Ages viewed beds as places of courtship, where unmarried couples were permitted to be in the same bed but were separated by a strategically placed bolster. Before the Victorian era, sleeping in the same bed with your partner was considered unhealthy. It wasn’t until the Industrial Revolution that couples slept in the same bed as a result of limited living space in the cities.

The Dirty Little Secrets of Bed Partners
Contrary to popular belief, sleeping apart from your partner is not uncommon today. According to a 2005 National Sleep Foundation poll, nearly one in four American couples sleep in separate bedrooms or beds. The National Association of Home Builders estimates that 60% of new custom homes will have dual master bedrooms this year. Some of the reasons for nocturnal incompatibility include:

Different bedtimes and wake times
TV viewing by one partner
Preferences for a firmer or softer mattress
A mattress that is too small
Different room-temperature preferences
Sleep disorders and other medical conditions
Snoring, snoring, and more snoring
Sleep crimes, including the blanket burglar, pillow thief, and sheet stealer

The Good and the Bad
Proponents of bed sharing support the psychological benefits of being close to your partner at night. Some researchers maintain that sleeping with your partner may promote health by lowering the stress hormone cortisol and reducing cytokines that are linked to inflammation. Sleeping together is also thought to boost oxytocin levels, which are known to lower anxiety levels. Sharing a bed with your partner may also serve as emotional support while promoting feelings of safety and security.

In contrast, proponents of separate sleeping cite research demonstrating that couples suffer 50% more sleep disturbances when sharing a bed. They argue that a “sleep divorce” is not necessarily indicative of a bad relationship, nor does a good sleep life (meaning incompatible sleepers sleeping separately) necessarily result in a bad sex life.

Celebrity Solo Sleeping
If you prefer sleeping alone, you’re in some famous company. Angelina Jolie and Brad Pitt reportedly frequent separate rooms to sleep, as do Queen Elizabeth II and Prince Phillip. It has been reported that Kevin Jonas sleeps separately from his wife due to his loud snoring and that Kourtney Kardashian and Scott Disick sleep separately as well.

Rethink Your Sleep
Until recently, sleep and all of the benefits sufficient sleep confers have been underestimated and undervalued—but now it’s time to make your own sleep a priority and ignore preconceived notions about conventional sleep styles. Focus instead on a sleeping arrangement that offers you and your partner the best sleep possible, including sleeping in separate beds or separate bedrooms, both viable options that work best for some couples.

If you and your partner prefer to sleep together, keep doing so. Today’s mattress and bedding options, materials, and new technologies—including dual-zoned adjustability, comfort and firmness, and temperature controls—make sleeping in the same bed with your partner much easier.

Terry Cralle

Couples should optimize their sleep quality to ensure a great relationship. Whether you sleep separately or together, there’s no right or wrong way. Just get your sleep. Your relationships, health, well-being, and quality of life depend on it. As always, see a sleep specialist for sleep problems you or your partner may be experiencing.

BSC spokesperson Terry Cralle is a registered nurse and certified clinical sleep educator based in Charlottesville, Virginia.

May is Better Sleep Month

05/01/2015 by Mary Best

As Better Sleep Month kicks off the summer selling season, we offer ideas for add-on sales, ambience

Mary Best
Editor in chief

As I’m sure you know, May is better sleep month, an annual industrywide public-relations campaign sponsored by the Better Sleep Council (the consumer-education arm of the International Sleep Products Association) that raises awareness about the importance of sleeping on a quality mattress for a healthy, productive life.

In addition to television appearances and a podcast by BSC spokeswomen Lissa Coffey and Terry Cralle, which we reported on in April’s Sleep Savvy, the BSC has added two more features to augment this year’s campaign. Look for an amusing video in which a focus group reaches an astounding solution to their sleep problems—a new mattress. Check it out at youtube.com/BetterSleeporg. Also on tap is a new consumer poll surveying Americans’ attitudes toward sleep. Visit www.bettersleep.org and read our July/
August issue for the scoop.

Besides publicizing the vital role sleep plays in our lives, Better Sleep Month is designed to kick off the summer selling season and provide you with a promotional theme that you can use in your marketing programs.

Here at Sleep Savvy, we decided to celebrate Better Sleep Month by focusing on the importance of creating a sleep sanctuary on your sales floor and helping your customers build one in their bedroom. Julie A. Palm, veteran retail writer and former editor in chief of this magazine, explores a host of sleep-related products—from linens to aromatherapy—that can have great appeal to the female-dominated customer base that visits your store.

Moreover, carrying these add-on opportunities meets shoppers’ ever-growing appetite for convenience, which bedding retailers can fulfill with quality accessories. As one manufacturer recently noted, “Why let your customers purchase a mattress from you and then rush to Target to pick up new pillows? That’s crazy!” (In a complementary feature story, Associate Editor Beth English and Digital Editor Barbara Nelles provide a roundup of new pillow offerings and selling/merchandising strategies.)

And equally important, by adding bedroom ambience to your showroom, you offer customers a restful, relaxing environment in which to shop and buy.

What are your plans for May and upcoming seasonal promotions and events? Write me—I’d love to hear from you. Here’s to a happy and profitable summer!

Sleep 411, your sleep-information directory

04/13/2015 by Sleep Savvy

GUEST POST BY TERRY CRALLE

Sleep comprises a substantial part of our lives and is an integral component of our overall functioning. The hours we spend sleeping impacts virtually every aspect of our 16 waking hours—everything from health to mood, outlook, weight, decision-making, memory and relationships. You name it, sleep impacts it. Sleep is a mandatory, biological requirement—not a luxury and not an option we choose only as our hectic schedules permit.

The importance of sleep cannot be overstated. Its benefits are numerous, even astounding. Current research clearly demonstrates that sleep is to be valued, prioritized, protected and respected, if we are to enjoy good physical and psychological health and positive well-being and achieve our maximum potential.

What happens from lack of sleep?
What’s important to know is what a lack of sleep can do—and it can do a lot. A lack of sleep causes a host of health problems, some quite serious. Hypertension, stroke, depression, osteoarthritis and diabetes are just a few of the conditions that are caused by or worsened by inadequate sleep quality and quantity. A lack of sleep causes accidents—from drowsy driving to oil spills to nuclear disasters. Insufficient sleep can result in depression, decreased motivation, irritability and a poor outlook. It can also hurt our relationships, get us fired, impair our judgment and curtail our creativity.

Despite its importance, adequate sleep eludes many of us—perhaps now more than ever. Sleep has been undervalued and largely ignored, but the subject of sleep is experiencing widespread attention and recognition from researchers, educators, employers, healthcare providers, executives and parents, alike. Not only is sleep an important part of our lives, but it is a fascinating subject as well.

Raising awareness for healthy sleep lifestyles
Where sleep is concerned, knowledge is power. The more you know about sleep, the more you will protect it, prioritize it and get it. Adopt a healthy sleep lifestyle and encourage others to do the same. Share sleep knowledge with everyone. Our collective health, safety, well-being and quality of life depend on it.

Use these excellent online resources to learn more about sleep:

Better Sleep Council
The Better Sleep Council is one of several excellent resources available to help you learn more about sleep.

This website offers a wide array of information about sleep and the sleep environment, including:

• Sleep Statistics and Research
• Stages of Sleep
• How to Sleep Better
• Sleep Positions
• Sleep FAQs
• Children and Sleep

The Better Sleep Council’s website also serves as a comprehensive resource on mattresses, with helpful sections on mattress types, sizes and warranties, as well as information about pillows and toppers. The Mattress Buying Guide is a must-have for anyone in the market for a new mattress. With this informative guide in hand, consumers will easily navigate the mattress-selection process.

Centers for Disease Control
The Centers for Disease Control and Prevention has a website exclusively devoted to sleep and sleep disorders. This site provides information on sleep and chronic disease, sleep disorders, and sleep hygiene. Two-page, state-by-state color fact sheets on insufficient sleep are available for download at www.cdc.gov/sleep/publications/factsheets.htm.

You’ll also find informative podcasts at www.cdc.gov/sleep/publications/podcasts_cards.htm on a variety of subjects, including:
• Don’t Sleep While Driving
• Don’t Be a Night Owl
• Sleep on It
• No Rest for the Weary
• Stay Awake Behind the Wheel

Also available for download from the CDC website is an e-card titled Sleep is a Necessity, Not a Luxury, part of a line of 100 health e-cards available on the site.

American Academy of Sleep Medicine
Another sleep resource is the American Academy of Sleep Medicine. While geared toward clinicians, the AASM website has some great information. Under the tab Practice Guidelines is a section called Research News, where you can find some interesting headlines (with the option to click for more detailed information). A recent scroll through the section headlines revealed interesting topics such as:

Poor sleep quality linked to physical disability in older adults
The prevalence of sleep disorders in firefighters
How treating sleep apnea with CPAP reduces the risk of motor vehicle accidents
Gallup poll links more sleep to higher well-being
The increase in melatonin usage
Treating veterans for insomnia reduces suicidal thoughts
Treatment options for nightmares
The link between insufficient sleep and poor academic performance in teens
The link between early high school times and increased teen car crashes

SleepEducation.com
Featured on the AASM website is Sleep Education. This site is geared toward the general public and contains a wealth of information on such topics as sleep disorders, healthy sleep habits, home sleep study testing, drowsy driving and oral appliances for sleep apnea.

Sleep education videos are available and include topics such as white noise for sleep, insomnia and fatigue education for truckers. Also contained within this website are lesson plans for school sleep education for grades K–12. Infographics and downloadable children’s books on sleep make this user-friendly site an educational resource about sleep with something for everyone.

National Institute on Aging
This website has an Age Page titled “A Good Night’s Sleep.” This five-page pdf contains sleep tips and valuable information on safe sleeping.

National Heart, Lung, and Blood Institute
In addition to good information on sleep, this site offers a 64-page booklet titled “Your Guide to Healthy Sleep.”

It contains an introductory section on sleep in general, addresses how much sleep is enough and provides an overview of common sleep disorders.

American Sleep Apnea Association
The American Sleep Apnea Association is a nonprofit organization promoting education, awareness, and research into sleep apnea. This site also addresses sleep health in general and provides information on other sleep disorders. There are related product offerings as well as information about A.W.A.K.E education and support groups for people with sleep apnea.

WebMD
WebMD provides a host of information on sleep topics, including numerous slideshows. Available at (http://www.webmd.com/sleep-disorders/guide/sleep-disorders-support-resources), slideshow titles include “Healthy Sleep Habits and Foods that Help or Harm Your Sleep,” and a sleep quiz to test your knowledge on sleep. An online sleep tracker is available with a subscription to WebMD. Sleep trackers can help individuals determine the causes of disrupted sleep, things that help with a restful night’s sleep and how food, alcohol and stress affect sleep patterns.

Sleep and Wellness Magazine
Brought to you by the American Sleep and Breathing Academy, issues of this magazine are available online (a general subscription is free) and include an interesting assortment of sleep topics. A recent issue dealt with NFL players “tackling” sleep apnea. An infographic, “You Snooze You Lose,” is also available on the website.

Ivy League Sleep
Harvard’s Sleep and Health Education Program has general information on healthy sleep, steps you can take to get good sleep, and information on sleep disorders. Numerous videos make this site engaging as well as informative. For example, Shaquille O’Neal is featured in a video about sleep apnea. The Get Sleep section addresses shift work and good sleep habits.

From Harvard Health Publications, a 52-page report, “Improving Sleep: A Guide to a Good Night’s Rest,” is available for purchase. The report was prepared by the editors of Harvard Health Publications in consultation with Lawrence Epstein, M.D., Instructor in Medicine, Harvard Medical School; Division of Sleep Medicine, Brigham and Women’s Hospital; and Medical Director, Sleep Health Centers, Brighton, MA. Topics include sleep throughout life, the mechanics of sleep, strategies to improve sleep, insomnia, sleep aids, snoring, jet lag, shift work, and the benefits of good sleep.

Terry Cralle

The Stanford Center for Sleep Science and Medicine has an overview of normal sleep in all age groups as well as a section dedicated to sleep in women. There is also a section with comprehensive information on common sleep disorders including pediatric sleep disorders, shift work and insomnia.

BSC spokesperson Terry Cralle is a registered nurse and certified clinical sleep educator based in Charlottesville, Virginia.

Better Sleep Month

04/07/2015 by Mary Best

The Better Sleep Council’s annual campaign kicks off next month. How do you plan to celebrate?

BY MARY BEST

May is prime time to turn up the volume on sleep and sleep products, thanks to the annual “May Is Better Sleep Month” public relations campaign sponsored by the Better Sleep Council, the consumer-education arm of the International Sleep Products Association. One idea for this year’s theme: Sleep, along with diet and exercise, make up the “three-legged stool” of a healthy lifestyle. Like a stool missing a leg, without a balance between these three life essentials, you’ll fall over.

Also as part of this year’s efforts, BSC spokeswomen Lissa Coffey and Terry Cralle—both sleep experts—will spread the word about the power of restorative rest beginning at the end of this month through national media outlets. This year’s promotion will include outreach to both traditional and social media.

Interestingly, promoting the better sleep-mattress connection dates back to 1929, when the predecessor of ISPA sponsored the first National Bedding Week around the theme “Invest in Rest.”

What could be a better backdrop for your own local PR and advertising efforts? May—which kicks off the summer selling season—is the perfect time to remind consumers about the importance of good sleep habits and the relationship between a good night’s sleep and a quality mattress.

And it’s easy. The BSC has resources—including images, social media links, fact sheets, surveys and other materials—available to you to build your own campaign. Check the BSC’s website, www.bettersleep.org, and click on the section called “Press Room.” Many of these ideas and materials can be used anytime during the year to help you build credibility and generate traffic.

Mary Best
Editor in chief

I encourage you to launch your own Better Sleep Month campaign. Have fun and get creative. Your promotion can be light-hearted and attention-grabbing with a strong message: Americans are sleep-deprived, and mattress retailers like you offer products that can help people live healthier, more productive lives. Invite your staff to suggest ideas. Reward the winner with a paid afternoon off or a gift card.

Visit the Sleep Savvy website, www.sleepsavvymagazine.com, and the Better Sleep Council website for more on this year’s campaign. For news and updates throughout May, follow the BSC on Facebook and the BSC and Sleep Savvy on Twitter—@BetterSleepOrg and @SleepSavvyMag.

Please share your Better Sleep Month campaign with us. We want to know how you make it your own. As always, I look forward to hearing from you.

Learning by example

03/02/2015 by Mary Best

Sleep Savvy’s Retail Road Trip shines the spotlight on successful bedding retailers. Are you one?

My mom and dad were teachers—both in the traditional sense of serving in the classroom and as the parents of five rowdy, curious and roaming children. A cornerstone of their successful pedagogical practices at school and home was recognizing that everyone learns differently. For instance, my sister is a ferocious reader and copious notetaker, while my brothers learn best by trial and error. The key, in my parents’ minds, was recognizing that regardless of our learning styles, we all need a mentor to help guide us through the process.

A second lesson I learned from them was that we never age out of learning. Investigating a new way of doing something, approaching a problem differently or improving on an already successful idea not only keeps our minds agile but also makes our personal lives easier and careers more profitable.

This rings true especially at retail. As Julie Palm, former editor in chief of Sleep Savvy, noted several years ago, “Most of us don’t have time to reinvent the wheel. Whether it’s a handy tip or a business-altering concept, it’s nice to see how an idea has worked for someone else. Then we can borrow it, tweak it and make it our own.”

That’s the idea behind our flagship feature, Retail Road Trip. Here, we profile a successful mattress retailer. Sometimes it’s a single-location sleep specialist—such as this month’s cover story on Sleepland, an 11,000-square-foot, spalike showroom inside a 1.3 million-square-foot furniture store—while other times we spotlight a department store or bedding chain. Even though these stores vary in size and location, they all share good ideas and best practices—everything from boosting sales and creating innovative marketing strategies to inspiring retail sales associates, perfecting delivery services and more.

Mary Best
Editor in chief

So why would fiercely competitive retailers want to tell the secrets of their success? “In part, it’s because it is an honor to be featured in a magazine read by tens of thousands of their peers,” Palm observed. “But I think they’re also willing to share because improving the practices and reputations of other mattress retailers helps the entire industry. Retailers with unkempt stores, shoddy selling practices and low-low price marketing tarnish us all.”

Would you like to see your store showcased on the pages of Sleep Savvy? Do you think your business has a unique story with ideas to share with the industry? If so, please let me know at mbest@sleepproducts.org. We’d love to tell your story, celebrate your success and help other retailers learn by your example. O

Six seconds at Las Vegas Market

01/23/2015 by Sleep Savvy

Simmons celebrated the launch of Beautyrest Recharge–in a big way.

BY BARBARA T. NELLES

Might social media be reaching a tipping point among mattress folk? At this week’s Las Vegas Market, more members of the sleep-products industry than ever appeared to be on Twitter.

I tweeted and shot six-second Vine videos during our travels from showroom to showroom, creating posts labeled with #mattress and #lvmkt hashtags. It led to retweets, comments, likes and conversations.

The experience made covering the show more enjoyable and even helped us find some exhibitors we might otherwise have missed.

All the majors redesigned and relaunched their flagship brands and Sealy Posturepedic underwent the biggest makeover of all. The brand was displayed in its very own showroom and dressed in the most contemporary styles:The mood at the show was upbeat, to say the least. I don’t know whether it was a record-setter in order writing–how many mattress orders get written during a market?–but every exhibitor we spoke with described the market as “good” to “great”–more likely, the latter.

We enjoyed the irony that despite the pervasive focus on memory foam and latex components (even the Serta Perfect Sleeper is now available in a memory-foam version), at Tempur-Pedic, the news was springs–microcoils give bounce to new Tempur-Flex:

A number of manufacturers have launched or “redesigned” their UPS-able, vacuum-packed and rolled offerings (often, what’s been redesigned is the ugly corrugated-cardboard box). It’s more about helping brick-and-mortar retailers compete with Internet sellers, in what is becoming a hipster-y ‘my-bed-arrived-in-this-nifty-box’ niche, some said. For example, the DreamSmart collection, new from Soft-Tex:

Some exhibitors showed solo for the first time. XSENSOR's graphic, high-tech showroom pulled in lots of passersby and Customatic's large, vignette-filled showroom was a hub of activity:

Watch all of our dizzying six-second Vine videos from Las Vegas Market.

Read our full coverage of the Jan. 18-22 furniture show in the upcoming March issue of Sleep Savvy.

This post is reprinted from the BedTimes Blog.

ISPA turns 100

01/06/2015 by Mary Best

The longevity of the industry’s trade association has meant high-quality public relations for retailers

This year marks a milestone in the history of the bedding industry—the International Sleep Products Association celebrates its centennial. Comprised of manufacturers and suppliers, ISPA has served the industry as advocate, communicator and marketer. Why should this matter to bedding retailers today? Because for 100 years now, ISPA has helped elevate the image of the industry and stress the relationship in your customers’ minds between a good night’s sleep and their quality of life, not to mention what a quality mattress means to restorative sleep.

Take, for example, ISPA’s public-relations efforts, which began almost from its inception. In the early 1920s—stunned by the industry’s lack of good publicity—ISPA, originally called the National Association of Mattress Manufacturers, formed a public-relations committee to make sure Americans were reading about beds. It ran a contest for the best campaign slogan and in 1926 launched “Invest in Rest.” The message proved to be remarkably durable, remaining in use through the 1970s.

That tradition continues today. Look no farther than this month’s cover story on the Better Sleep Council. (See story on page 18.) In 1979 ISPA furthered its commitment to public relations by launching the BSC—its consumer-education arm. The BSC’s message has propelled the industry forward by consistently emphasizing that your customers should “begin every day with a good night’s sleep.”

To partner with retailers to advance this message even more strongly, the BSC launched Sleep Savvy in 2002. Free to mattress retailers in the United States and Canada and supported by your bedding vendors and suppliers, this magazine has a unique mission. As its first editor, Nancy Butler, explained in the premier issue: “Our editorial focus isn’t on company news, products or competition among brands. It’s on understanding consumers, on bedding’s supporting role in healthy living and on practical ideas that make it easier to sell more bedding and better-quality bedding, regardless of brand.”

Mary Best
Editor in chief

Today, the BSC is more dedicated and committed than ever to promoting the relationship between a good night’s sleep and a healthy, productive life. You can see evidence of this commitment not only on the pages of this issue, but through myriad public-relations campaigns and exciting promotions, including “May is Better Sleep Month”—which, by the way, began in 1929 as Better Bedding Week.

To honor ISPA’s 100th year, we invite you to attend its centennial celebration at this year’s Industry Conference March 4-5 in St. Petersburg, Florida. In addition to enjoying the festivities, this is an ideal time to get to know members of the manufacturing community and share your thoughts and insights on the industry—which can only help build a foundation for the next 100 years. We hope to see you there.

Bedding retailers can make holiday shopping happier, less stressful

12/10/2014 by Mary Best

With less than a week till Hanukkah and just 15 days until Christmas, gift-givers are getting anxious, if not losing sleep, about their unfinished shopping, and your store can help!

The time is ripe for attracting all of those gift-givers into your store. In fact, this week while browsing the sleep accessories aisle at a local department store, I noticed just how many fellow shoppers were squeezing pillows and pondering toppers. There were shoppers of all ages in the bedding department—from 20-somethings to pairs of parents and grandparents—their arms filled with standard gift assortments, from neckties to pajamas. Yet, they were gazing with new interest at attractively packaged memory foam pillows with gel inserts and at curvaceously wavy foam toppers, and other top-of-bed items.

It’s not too late in the holiday season to capitalize on sleep accessories’ new-found appeal as gift items.

Right now, you can create an eye-catching window arrangement of your store’s most inviting pillows, sheets and toppers. Don’t spare the tinsel. Then spread the word on your website, in social media and in this weekend’s newspaper insert, that when it comes to holiday gift-giving, your store has what it takes to spice up and finish up holiday shopping.

There are many holiday shoppers seeking to avoid the slippers-and-pajamas gift rut—and who wouldn’t want to be on the receiving end of a premium pillow or luxurious bed linens?

Mary Best
Editor in chief

Consider jazzing up your store’s holiday accessories offerings even more. Look no further than the crafters at Pinterest who are pinning great ideas for personalizing and customizing gifts. The site’s search function is vastly improved—now it’s easy to drill right down to, say, “pillow gift ideas”—and view pins of personalized gifts that begin with a pillow and some creativity. In your store display, you may want to include not just your most premium pillows, but pillowcases, permanent markers, stencils, simple appliques, ribbons and bows.

Have fun, and happy holidays to all!

A grateful editor

11/11/2014 by Mary Best

This year, I give thanks for Sleep Savvy’s talented publications team—and our newest member

Mary Best
Editor in chief

Like most people, during the holiday season, I often think about how thankful I am for the blessings in my life. This year, I am especially appreciative of the publications team with the International Sleep Products Association. I have been a magazine editor for more years than I dare admit, and I have never worked with a more dedicated, efficient, kind and smart group. Seven women, along with me, handle all the editorial, advertising and circulation functions of not only this magazine, but also our sister publication BedTimes. All totaled, we produce 20 magazines a year, maintain two websites and travel to various industry trade shows.

It’s a pleasure every day to work with them, including Kerri Bellias, vice president of advertising sales, and Debbie Robbins, ad production manager. Mary Rulli works diligently as our circulation manager to handle your subscriber needs. Stephanie Belcher has been art director of Sleep Savvy since its inception in 2002 and brings a fresh, professional look to each issue. Digital Editor Barbara Nelles (who knows more about the mattress industry than anyone has a right to) manages the magazines’ websites. Betsi Robinson, who joined the staff this summer, is quickly learning the ropes as associate editor. (In addition, regular contributors Gary James, Gerry Morris and Julie Palm provide insight into mattress retailing and share selling strategies in well-crafted stories.)

And now, I am delighted to introduce the newest member of our team. In October, Beth English joined Sleep Savvy also as an associate editor. A seasoned communications professional and editor, she comes to the staff from the University of North Carolina at Greensboro, where she served as associate director of editorial services. During her 15-year career with the university, she worked as editor of UNCG Magazine and UNCG Research magazine, which garnered numerous regional and national awards during her tenure. A graduate of the University of North Carolina at Chapel Hill with a bachelor’s degree in journalism and of UNCG with a master’s in liberal studies, she worked as a reporter for several North Carolina newspapers and as public information officer with the Asheboro City Schools before joining UNCG. On her third day, she covered her first High Point Market—nothing like trial by fire.

This holiday season, if you appreciate your store’s staff—the people who make your job easier, keep your customers coming back and make your own efforts look better—now is the perfect time to express your appreciation.

I’ll go first: Thanks, team—and happy holidays!

A nearsighted tour of mattress showrooms at High Point Market

10/24/2014 by Sleep Savvy

Special from the BedTimes Blog

BY BARBARA T. NELLES

Whirling, swirling quilted panel on Galaxy Bedding’s Ecouture collection.

I lost my prescription eyewear at High Point Market this week–they must’ve fallen off my head as I bent down to fumble for my camera in a showroom. My eyeglasses are for distance and, without them, I couldn’t see where I was going at the show–let alone take the long view on mattress industry trends for fall.

OK, I may be pulling your leg. But the truth is, this show–the fourth and final bedding market of 2014–was a quiet one, without any product introductions from the major mattress makers. Therefore, with no big trends to report on, it seems appropriate to offer you this close-up, myopic view of the handful of introductions in mattress showrooms at High Point Market.

The biggest news in High Point, in my limited view, was the arrival of Toronto-based, specialty-sleep manufacturer Galaxy Bedding. The company, which cuts its own foam, launched three new collections during its first High Point showing. The beds were fun to look at and I liked the nifty keyhole in the bed bolsters giving you a peek at the contoured foams underneath. The knit panel on Galaxy’s latex Ecouture group, at the front of the showroom, certainly merited very close inspection, with its complex quilt pattern that etched the swirling knit design.
I also peered closely at the contrasting taupe border adorning Shifman Mattress Co.’s stunningly redesigned Masters collection. (Shifman’s Bill Hammer demonstrated the bed’s comfort for us in the video to the left.) The tailored borders have a golden glint that picks up the yarns in the very lush jacquard panel. The panel was so soft and dimensional, that even with my eyes inches away, it was difficult to believe this was a woven ticking. The bed’s updated look is a real departure for Shifman.

Gold Bond makes beds the old-fashioned bed.

Gold Bond makes beds the old-fashioned way.

It was especially nice to have time to linger and discuss such mattress details at this show because the ISPA pubs’ newest employee was touring her first show. I’m excited to be working with new Associate Editor Beth English, a very skilled and seasoned editor and journalist. When we visited mattress-maker Gold Bond, it was a teaching moment as President Bob Naboichek explained “making beds the old-fashioned way”–with two sleep surfaces, edge-to-edge innersprings units and “real box-spring” foundations, and showed us a half dozen additions to the Gold Bond lineup.

Restonic licensee Alliance Sleep chose this painterly camouflage border for a new ComfortCare collection.

As (a nearsighted) fabric buff, I enjoyed getting my hands on Malouf’s very soft Portuguese flannel sheets, which are offered in earth tones. Over at Restonic licensee Alliance Sleep’s showroom, things got even earthier with a Jackson Pollock-inspired camouflage bed border. Therapedic showed new fabric headboards for its AgilityAir collection. The branded panels slip on and off their metal frames easily, allowing retailers to update their POP quickly and affordably.

Zedbed’s fondness for dramatic black and white ticking was evident in the graphic knit adorning the newest additions to its specialty Pure collection.

Speaking of fabrics, Boyd Specialty Sleep updated the patented Broyhill Cube bed by zipping a memory foam comfort layer into a handsome, blue-and-white geometric knit panel that echoes the “Cubism” at its core. Textiles aside, among other news, at Paramount Sleep there was a timely introduction of the Doc In A Box program. It’s a memory foam bed for cash-and-carry as well as Internet-based vendors. And considering all of the recent mattress-industry news about online bed sales, the introduction is a smart move. BTW, Dr. Maas, please save an autographed copy of Sleep to Win for me!

Watch for more High Point Market news in upcoming issues of BedTimes and Sleep Savvy magazines.

PS: For your viewing pleasure, I’ve pasted the remaining six-second Vine videos shot at market below. Click to view them at the Vine site:

Galaxy Bedding

Malouf

Zedbed

Gold Bond

Reverie

Restonic

This post is reprinted from BedTimes magazine.

Greensboro News & Record reports ‘bedding industry couldn’t be hotter’

10/07/2014 by Mary Best

Mary Best
Editor in chief

This morning, I walked outside to pick up the morning newspaper and what to my half-opened eyes should appear? A substantial front-page story about the mattress industry—with the headline, “Mattress sales a dream come true,” followed by the subhead, “The industry hits $14 billion for 2013, and its sales are expected to rise 16 percent in five years.”

My hometown paper, the News & Record in Greensboro, North Carolina, reported Sept. 16 that although the furniture industry has declined in the past two decades, costing thousands of local jobs, “There’s a segment of the market that’s thriving and it’s beds. Yes, beds.” The story attributed the mattress industry’s success to new marketing strategies, sales techniques and manufacturing styles, citing big retailers like Houston-based Mattress Firm, which has five stores in Greensboro, and manufacturers such as Kingsdown Inc., headquartered in nearby Mebane, North Carolina, as “working to sell a bed as something more than a necessity.”

Frank Hood, president and chief executive officer of Kingsdown, told the News & Record that his company’s diagnostic system bedMATCH is designed for one thing: “to make mattresses special and not just commodities to the consumer.”

While sales numbers haven’t returned to pre-recession levels—according to the International Sleep Products Association, the industry sold 36 million mattresses and box springs in 2013, compared with 43 million in 2006—the newspaper noted that mattress sales are expected to continue rising, “and [the industry is] taking a new approach to get there” by capitalizing on public awareness of the sleep-health equation. Ryan Trainer, president of ISPA and the Better Sleep Council, ISPA’s consumer-education arm, is quoted in the story, emphasizing this important trend: “We really need a good night’s sleep for health, for the body, for relationships with family, even for work.”

Obviously, this positive coverage of the mattress industry bodes well for all of us. The messages that a quality mattress equals a good night’s sleep and that a good night’s sleep enhances the quality of our lives are resonating with consumers. I believe this article shows that the word is spreading that mattress manufacturers and retailers are not just out there to sell consumers something; they’re striving to improve people’s lives.

To see the full story, visit http://tiny.cc/agvfmx.

Happy reading!

Sleep Savvy welcomes veteran journalist Betsi Robinson as its new associate editor

09/12/2014 by Mary Best

Mary Best
Editor in chief

I am tickled pink to introduce to you the newest member of our staff. Betsi Robinson has joined the publications team of the International Sleep Products Association in the newly created position of associate editor for Sleep
Savvy and sister magazine BedTimes.

In her new role, Betsi is responsible for editing and writing articles, coordinating production with editors and design staff, and contributing to the editorial direction of both publications, their websites and their other digital media vehicles.

A skilled editor and journalist based in Greensboro, North Carolina, Betsi has worked for Sleep Savvy and BedTimes as a copy editor and in other freelance roles since 2011. Before joining ISPA, she was director of communications for the University of North Carolina at Greensboro. Prior to that, she spent more than 15 years with the Greensboro News & Record in a number of roles, including community news editor, enterprise editor, assignment editor, columnist, editorial page writer and High Point, North Carolina, bureau chief. Her background also includes reporting and editing stints with the Winston-Salem Journal and the Henderson Daily Dispatch. Among her many accolades, Betsi is a two-time winner of the Carl K. Bell Editing Award, North Carolina’s top editing honor given by the N.C. Associated Press.

Betsi Robinson, Sleep Savvy and BedTimes associate editor

Having worked with Betsi for three years now, I know her proven journalistic excellence will strengthen and expand our already energetic and ambitious publications staff. We are delighted that she has joined the ISPA team, and I know she will help make Sleep Savvy an even more informative and useful magazine for you.

“I am thrilled to be working with the mattress industry and ISPA,” Betsi says. “I look forward to meeting the manufacturers, suppliers and retailers in this industry, and learning more about their businesses and the issues they face.

“Sleep Savvy and BedTimes play important roles in keeping all segments of the industry informed. As a lifelong journalist, I am glad to have the opportunity to contribute to this important work, and to write about the people, companies and products that have made this industry such a success.” O

Some of the hottest mattress and sleep product trends at Las Vegas Market were under the bed

08/04/2014 by Mary Best

Mary Best
Editor in chief

Last week, the editors of Sleep Savvy and BedTimes magazines traveled to the summer Las Vegas Market. Outside, temperatures rose to convection-oven levels, but, inside—at a relatively slow show—we saw some cool new products and technologies in mattress showrooms.

Look for our Las Vegas Market wrap-up report in the September issues of both publications. But, in the meantime, check out some short, snappy new-product videos embedded at the BedTimes Blog, and to pique your curiosity further, here are several show highlights:

There was considerable news under the bed as metal bed frame makers unveiled a number of new products and product features. Hollywood Bed Frame Co. launched the E3Premium Bed Frame, a hinged, foldable unit that ships and assembles with ease. Mantua Mfg. Co. introduced the decorative Express Yourself Series of metal frames with customizable bed legs and “valances” that hide the metal bed rails. Adjustable base makers had their share of news, too.

The Vi-Spring Signatory Superb has a more plush feel.

In mattresses, there were tweaks, improvements and extensions to existing lines. For instance, ultra-premium U.K.-based producer Vi-Spring changed the way it blends and arranges the fills in its Signatory Superb bed to create a plusher feel, and it wrapped the bed in a luxurious wool and silk cover.

Simmons led the way in new technology with its “Simulator” mobile app for RSAs and its implementation of Wright’s RetaiLive program. The Simulator is fun to use and gives sales associates x-ray vision, allowing them to take shoppers deep inside the core of the bed. RetaiLive gives shoppers and RSAs access to a host of additional product information and videos via their mobile devices.

Comfort Revolution pillows with fragrance

Comfort Revolution showcased pretty, scented pillows with satin gussets.

We also saw tons of pillow introductions with new cover fabrics, fragrances, combinations of fill types, pretty gussets and more. Mattress and accessory makers have definitely gone pillow crazy.

We’ll touch on all of these trends and much more in next month’s issues. Stay tuned!

Las Vegas Market, here we come!

07/24/2014 by Mary Best

Mary Best
Editor in chief

The editors of Sleep Savvy, and of our sister publication BedTimes, are readying to attend the Las Vegas Market, which starts this Sunday. We’re excited! At last count, there were more than 100 mattress and sleep accessories companies on the exhibitor list. We’ll provide a complete report from the show in the September issue of both publications and complement that coverage with more news and photos online.

Based on press releases we’ve received to date, this promises to be a newsy market in bedding showrooms, with quite a few product lines and product technologies scheduled for introduction.

If you’ll be attending the market, we hope to chat with you in the halls and showrooms of the World Market Center and get your impressions of the show. Also, please follow us on Twitter (@sleepsavvymag, #lvmkt) because when we see something too good to miss, we’ll be tweeting about it.

And for those who are sitting this show out, you can follow along with us on Twitter, too—Sleep Savvy will be your eyes and ears at this important market for the sleep products industry. Stay tuned for all of our coverage at the big show!

The right bed for your BMI

07/19/2014 by Sleep Savvy

GUEST POST BY TERRY CRALLE

Terry Cralle

No matter what your weight or body type, a comfortable mattress is a key component in healthy weight management. Traditionally, weight management has been equated exclusively with diet and exercise, yet, recent research demonstrates that sleep quality and sleep duration are equally important. With more than one-third of U.S. adults, 35.7%, above or exceeding a healthy weight, it is more important than ever to make sufficient sleep a daily priority.

Health triad: sleep, diet, exercise
As with many other health conditions, the relationship between sleep and weight management is a two-way street. Inadequate sleep can lead to weight gain, and weight gain can cause sleep problems. The most effective way to break the cycle is to understand the importance of sleep and prioritize it. Practice healthy sleep habits, obtain sufficient sleep and incorporate getting enough sleep into your health regimen, along with diet and exercise.

Take the measure of your mattress
A fundamental step to take in the prioritization of sleep is to assess the comfort of your sleep surface. A comfortable, supportive and relaxing mattress will take you a long way toward your goal of obtaining healthy sleep. With the wide array of mattresses currently available, there is plenty of variety to provide comfort and support for every body type.

While comfort is subjective, and a personal choice, it’s helpful to narrow down appropriate choices in the mattress selection process. One useful measurement is your Body Mass Index, or BMI, which is a standard body-measurement guide based on height and weight. BMI calculators for adults and children are available at the CDC website.

Mattress features to fit your BMI
When selecting a mattress, people with a BMI greater than 25 should consider mattress thickness. Mattresses are available in a range of thicknesses from 6 inches to 16 inches or more. The higher your BMI, the thicker the mattress should be. People weighing from 250 pounds to 400 pounds will be most comfortable on a mattress that is at least 10 inches tall. For those weighing more than 400 pounds, a 14-inch profile, or greater, is recommended.

Natural latex mattresses, memory foam mattresses, adjustable air mattresses and traditional innerspring beds and “hybrid” mattresses that combine both springs and specialty foams are all popular choices among sleepers who have a higher BMI. A firm mattress is recommended for sleepers with higher BMIs for support, but if a softer surface is preferable, simply add a topper to a firm mattress.

In addition, look for mattresses that offer durable, reinforced edge support, as well as temperature-regulating features—if you’re the type of person who “sleeps hot.”

Replace every seven years
Note that mattresses will not last indefinitely. The Better Sleep Council recommends that you evaluate your sleep every 7 years for comfort and support to know when your sleep is compromised and it is time to replace it. It is not unusual for those with a higher BMI to replace their mattresses more frequently to ensure continuous comfort and support.

See the difference sleep makes
A good night’s sleep is essential for achieving a healthy weight and a healthy lifestyle. A comfortable and supportive mattress is an easy first step toward a good night’s sleep. Sufficient sleep should be a priority for everyone, and especially for those desiring to get to and maintain a healthy weight. A combination of sufficient sleep, plenty of exercise and a healthy diet can make healthy weight management an achievable goal for everyone.

Terry Cralle is a registered nurse and a certified clinical sleep educator.

Mattress retailers can take stronger role in educating about sleep and health

07/08/2014 by Mary Best Leave a Comment

Mary Best
Editor in chief

My friend Emily called me yesterday with a troubling situation. She explained that her husband Richard, in his mid-50s, recently began wheezing in his sleep. The problem had become so acute that they visited their family doctor, who diagnosed Richard with asthma, prescribed an inhaler and suggested they elevate the head of their mattress to help him sleep more restfully.

I mentioned that it sounded like they would need an adjustable base. Emily said she had asked the doctor about that, but his reply was, “Why would you want to go to all that trouble? Just put some blocks or boards at the top of your bed.”

Why would you want to go to all that trouble? What could possibly go wrong with having blocks and boards holding up your mattress?

In her session earlier this year at the trade show ISPA EXPO, Terry Cralle discussed the gap between the mattress industry, the medical community and the public’s understanding of the value of sleep. Cralle, a registered nurse, certified clinical sleep educator and spokeswoman for the Better Sleep Council, the consumer-education arm of the International Sleep Products Association, is uniquely qualified to understand that gap. She treats patients suffering from the ravages of sleep deprivation due to physical conditions and poor sleep surfaces.

Cralle then challenged the bedding industry to address “The Sleep-Health Equation.” “Consumers are at a loss about where and how to learn about sleep,” she told the audience. “Our industry is poised to give them the knowledge and resources they need to know more about sleep, and the more they know about sleep, the more importance they’re going to place on mattresses.”

As a retailer, you see the consequences of poor sleep and sleeplessness every day—all day. You’re uniquely qualified to help customers understand the relationship between a quality mattress, a refreshing night’s sleep and a healthy life.

It starts by asking important questions. Unfortunately, there isn’t a magical list you can check off, but as a retailer, you have to find what works with your personal style and your store’s philosophy. The point is to ask. You can’t help someone if you don’t know the problem. Challenge yourself to not fall into the habit of asking the same set of questions without constantly re-evaluating their usefulness.

Asking qualifying questions is especially critical to help shoppers with health issues. It’s also important to be empathetic about medical conditions that often are hard to talk about, such as weight. (For more about selling to larger consumers, see our feature story, “A Heavy Issue.”)

Asking questions and listening to the answers will lead you to a sale—and improve the quality of someone’s life.

There’s nothing troubling about that.

The Better Sleep Council, a friend indeed

05/09/2014 by Mary Best Leave a Comment

Mary Best
Editor in chief

The Better Sleep Council helps you convey to consumers the benefits of a quality mattress

Since 1979, the Better Sleep Council has been spreading the good word to consumers—through national, local and social media—about the relationship between restorative sleep, the quality of their mattress, and a healthy, productive and fulfilling life.

As the consumer education arm of the International Sleep Products Association, the BSC has been constantly tapping consumers on the shoulder with a creative collection of stories, resources, surveys and research through newspapers, magazines, television, its website and, most recently, social media. Its messages are designed, as former Sleep Savvy editor Nancy Butler wrote in 2005, “to move mattresses higher on the buying priority list and send consumers in your direction.”

The BSC is an important ally and resource for retailers as well. Its website offers a wealth of useful information—from mattress-buying tips and a glossary of bedding features to sleep statistics and surveys, insights into myriad sleep issues and advice from leading experts on how to sleep better—that you can share with your customers in your own marketing materials and social media efforts. If you haven’t visited the site recently, be sure to spend some time at bettersleep.org.

The BSC also is here to help you make the most of its “Better Sleep Month” public relations endeavors each May. This year, the BSC is launching a new campaign to encourage consumers to stop making excuses for their old mattress and get on top of a new one to experience the difference a quality mattress can make in getting a better night’s sleep—and thus improving quality of life. (For more about “Get on Top,” read this issue of Sleep Savvy; to learn how you can tap into these free resources and be a part of Better Sleep Month, contact Mary Helen Uusimaki, ISPA vice president of marketing and communications, at mhuusimaki@sleepproducts.org or 571-482-5436.)

By citing the BSC as the source in your marketing materials, consumers are assured the third-party information is unbiased and credible. The council doesn’t promote individual brands or technologies, but rather gives consumers the tools they need to thoroughly research and confidently select sleep products that meet their personal preferences and needs—which, in turn, provides them a restful night’s sleep.

And, ultimately, isn’t that what we’re all working toward?

We regret the error, Waldo

05/01/2014 by Mary Best Leave a Comment

Mary Best

Remember that fun children’s book series, *Where’s Waldo? You scoured the action- and people-filled pages to find Waldo in his striped sweater and cap? Well, the editors of Sleep Savvy have a new game for you this month in the pages of our magazine.

Without any advance planning on our part ☺ we allowed a Waldo-sized error to slip past our careful editing of the May/June issue.

So, our challenge to you is to pour over the pages of our May/June print magazine (only). Be the first to find our boo-boo. If you find it, let us know right here in the comments section of my blog.

Video still from a 2011 Where’s Waldo event in Dublin, Ireland, with more than 3,800 cheering Waldos.

This is a test for all of our careful readers out there—and we know you are many.

And also—We sincerely regret the error. Now find it!

* If you’re a big fan of Where’s Waldo, check out this Waldo-hunting cheat sheet at Slate. Also, be on the lookout for the next Where’s Waldo dress-up event–the Waldo’s are much easier to find!

At last… New content-rich Sleep Savvy website has style, substance

04/14/2014 by Mary Best 1 Comment

Mary Best
Sleep Savvy editor in chief

It’s been a long time coming and for good reason—we wanted to get it right. Now, Sleep Savvy is pleased to announce the launch of a completely revamped, information-packed website, www.sleepsavvymagazine.com.

Yes, it’s colorful, image-filled and easy to navigate, but most important, the new site brings an archive of helpful information to your fingertips. A perfect complement to our print magazine, the new Sleep Savvy website gives mattress retailers a searchable database of the best articles we’ve published through the years. Expect this library to grow in the coming months, as we stock it with past content and, of course, constantly update it with new print and Web-only articles from our editors and contributors.

Take a trip to the site on any device and let us know what you think. You’ll find a “responsive design” that looks and works great on every screen. The site’s color-coded categories allow you to sort and read articles the way it makes the most sense for you. Need some sales tips on pitching the newest mattress components or looking for help in hiring and keeping the best retail sales associates? Find the stories you want to read in just one or two clicks.

The latest feature stories, columns and product news await you on the Sleep Savvy homepage. You also can click the magazine cover thumbnail to read the current issue cover to cover and access a library of past digital issues.

Scroll down the page to see curated feeds of breaking sleep products industry news, the most salient mattress- and sleep-related tweets from around the industry, blog posts from our editors and others, and much more.

The website officially launched during ISPA EXPO, March 26-29 in New Orleans. So, stop by Sleep Savvy online soon—and when you do, grab a sales tip, leave us a comment and take our latest reader poll.

Attention retailers: Fire sprinkler rule for new furniture retailers does not apply to mattress stores

04/08/2014 by Mary Best Leave a Comment

Mary Best
Sleep Savvy editor in chief

A case recently decided in Michigan could help new mattress stores persuade building code officials to exempt them from costly fire sprinkler requirements that apply to retailers of upholstered furniture.

In early April, the Michigan Construction Code Commission overruled a decision by the city of Lansing that a new Sleep Doctor mattress store selling only mattresses must install—at a cost of over $100,000—a fire suppression system required by local fire codes for new stores that sell upholstered furniture. The decision turned on whether mattress-only retailers are excluded from sprinkler requirements for upholstered furniture retailers set in 2009 amendments to the International Code Council’s International Building Code, which Michigan has adopted in its state fire code.

The store’s developer, Wolverine Development Corp. of East Lansing, Mich., represented by the Lansing law firm Loomis, Ewert, Parsley, Davis & Gotting P.C., persuaded the commission that the mattress and upholstered furniture industries are distinct in terms of which companies manufacture these products, and how they are regulated by federal and state agencies for purposes of product flammability risks.

The developer also demonstrated that when the 2009 IBC amendments were considered, mattress retailers expressly were excluded from a proposed code requirement, in recognition of the fact that mattresses are subject to two significant flammability standards administered by the U.S. Consumer Product Safety Commission, while no federal flammability standards apply to upholstered furniture. The commission found that the IBC’s delegates were aware that mattresses and upholstered furniture pose different fire risks and intentionally omitted mattresses from the 2009 IBC provisions being applied against the Sleep Doctor store. Therefore, when the new IBC sprinkler rule mentioned only upholstered furniture retailers, the commission found that the IBC had intended to exclude mattresses from that provision.

Finally, the commission considered 2012 IBC amendments to the same provision as further justification for its decision (although the 2012 amendments are not yet in effect in Michigan). The 2012 amendments set fire sprinkler requirements for all stores that sell upholstered furniture or mattresses, but only those that occupy more than 5,000 square feet of display space. The commission reasoned that since the IBC expanded the sprinkler rule in 2012 to include mattresses only after adding an important size restriction, and the Sleep Doctor store would be exempt from the 2012 rule because its display space is less than 5,000 square feet, it would be unfair to interpret the 2009 rule to include mattresses.

Mattress industry trade group, the International Sleep Products Association, with headquarters in Alexandria, Va., provided information to assist the owner’s lawyers in reversing the city of Lansing’s action.

At this time, it is unclear whether the city will appeal the commission’s decision.

For more information about this case, contact Colin Maguire of the Loomis law firm at cwmaguire@loomislaw.com. In addition to Michigan, the Loomis firm has offices in Florida, Illinois, Maryland, New York, Ohio and Pennsylvania.

Extreme Makeover: Sleep Savvy unveils new look, organization

03/01/2014 by Mary Best Leave a Comment

Mary Best

This is a historic month for Sleep Savvy.

As you can see, the print publication is debuting an updated design.

When Sleep Savvy was introduced 12 years ago this month, it was designed with you in mind. Its mission: provide bedding retailers with concrete, “how-to” ideas and strategies that can be implemented directly.

Since then, the editorial content of the publication has expanded to meet your needs, but its look and organization have remain unchanged.

So, like retail showrooms and mattresses in consumers’ homes, after a dozen years, we sensed it was time for a makeover. The underlying and uniting theme of the redesign has been utility over formality. To this end, we’ve introduced a new editorial format to strengthen the publication’s “bones” and provide better navigation.

The magazine now is divided into three sections, each with an attractive label at the top of the page that serves as a color-coded signpost to help guide you.

“Snooze News” remains in the front of the publication, but stories now are organized by topic and more clearly identified.

The features section—the “entrée” of this month’s issue—includes the cover story, our signature “Retail Road Trip” and the Las Vegas Market report, which are positioned in the center of the magazine.

The last section is “Workshop,” a series of stories focused on essential retail topics, such as sales, management and customer service. Popular columnist Gerry Morris leads off this portion of the publication, while the issue ends on a lighter note—a “Tip Sheet” that provides quick, visually oriented instruction on retail do’s and don’ts.

And as you can see, we’ve changed everything from the magazine’s nameplate, fonts and color palette to a more direct headline style and contemporary layout.

We hope you enjoy the improvements and innovations we’ve introduced—as well as the new synergy between Sleep Savvy in print and online, which will launch later this month at ISPA EXPO, March 26-29, in New Orleans. (Stay tuned for details on wwwsleepsavvymagazine.com in the April issue.)

One thing, however, hasn’t changed—our mission. We will continue to give you what you’ve grown to expect—a magazine that’s an engaging, educational resource for mattress retailers who want to sell more and better bedding.

We’re excited to hear what you think. Shoot me an email at mbest@sleepproducts.org or send us a tweet—and follow @SleepSavvyMag.

Mary Best
Editor in Chief

Sleep Savvy explores how you can get protectors and sheets off the shelves and into shoppers’ homes

“The most luxurious item is a beautiful bed and beautiful, simple sheets.” — Andre Leon Talley

To give you a taste of the topics Palm discusses, here’s a sampling of the trends and ideas she identifies:

What you need to know about millennials and Gen Z to attract them as shoppers and employees

So, how can retailers attract millennials and Gen Zers as employees and customers? According to Snyder and Snyder:

At ISPA’s biennial trade show, exhibitors showcased products that soon may be on your sales floor

The Better Sleep Council has a provocative PR campaign planned for May’s Better Sleep Month

When something goes awry at your store while you’re on the clock, take action. You won’t regret it

COMING UP

Want to improve your business this year? Let Sleep Savvy help with these resources

How grateful am I for the Sleep Savvy staff? Let me count the ways…

In the wake of Hurricane Harvey, many bedding retailers, manufacturers and suppliers have offered monetary aid and bedding donations to those left devastated by the record-breaking flood that hit the U.S. Gulf Coast at the end of August.

Like more than 1 billion people, I am a member of the Facebook community.

Boy, do we have an exciting new digital tool for you!

Sleep Savvy launches an e-newsletter to help retailers boost sales and have a blast doing it

Subscribe to Shop Talk

Think quick: What’s the most important piece of furniture in your house? If you answered your mattress, score!

Three retailers took the stage at the International Sleep Products Association’s Industry Conference to give their thoughts on the mattress industry, offer advice to manufacturers and suppliers on how to improve partnerships, and share experiences being on the front lines of bedding sales.

When consumer reports talks, people listen. So, while I usually don’t write about other magazine stories in this column, I felt the publication’s February cover story, “Secrets to a Great Night’s Sleep,” warrants review.

A gold mine of insights for bedding retailers

Other revealing statistics from the BSC study include:

This holiday season — and every day — I am grateful for our talented publications team.

Happy holidays!

Question:

Answer:

Comment:

And an idea:

“At Mattress Depot USA, all sales staff post a minimum of 15 ads per day on Craig’s List. For one of mine, I chose to show off my ‘right-brained’ creative side by composing a little poem.”—Kenn Quinby, Mattress Depot USA, Issaquah, Washington

“If all night you’re tossing and turning

And you awaken with eyes a’burning

I’m here to let you know

What sleep specialists all been learning

It can be corrected for not much dough

We have mattresses priced just right

To help you sleep much better tonight

You actually live longer

And you’re much less grumpy

Sleeping on a mattress a little less lumpy

If gravity draws you to sags in the middle

Get a new mattress and pay so little

I’m in the store wondering where you’ve been

Give me a call, my name is Kenn”

On the anniversary of my entry into publishing, I’m reminded of the difficulties of hiring staff.

Boyd Specialty Sleep‘s Kris Mattina provides a peek inside the company’s new Izone mattress that offers adjustability and temperature regulation through a unique combination of water, memory foam and air channels:

Always-eloquent Ken Hinman of Talalay Global and bed brand Pure Talalay Bliss demonstrates the ultimate breathability of his company’s Talalay latex using the new “Tala-meter”:

Bryant Looper with Responsive Surface Technology LLC, maker of the “ReST” mattress, explains how his company’s pressure-sensing bed automatically responds to a sleeper’s body:

Diamond Mattress focused all eyes on its new boxed Rally mattress lineup which offers a choice of comforts and a color-coded, racing-stripe design motif, said Patrick Wolf:

In case you missed it at ISPA EXPO 2016, Levitation Laboratories’ Bill Scarleski gave this amazing demonstration of mattress weightlessness thanks to his company’s unique new bed technology:

Jon Mullinax shows Sleep Savvy how Hollywood Bed Frame’s newly patented, one-size-fits-all E3 metal frame hinges to fold compactly for easy shipping:

This ‘pillow talk’ from Serta’s Kristin Morris offers a close look at new Serta iComfort hybrid pillows with an easy to zip off and launder cotton cover:

Mattress border closeup of Spring Air’s 90th anniversary collection:

The Hampton, one of the sleek new beds with underbed storage drawers from Fashion Bed Group by Leggett & Platt:

Kingsdown’s bold and regal panel fabric on the Crown Imperial collection:

The Mattress Recycling Council’s Paris Gholston manned this booth and talked sustainability and mattress recycling with furniture and mattress retailers:

Music inspired the look of Therapedic’s new Bravura mattress collection:

NFL quarterback and Beautyrest Black spokesperson Tom Brady was hard to miss in this enormous banner on Building A:

The Eclipse International and Eastman House bed brands made a grand, permanent return to Las Vegas Market in this busy, new showroom:

Simmons reached out to quantified-selfers with the tiny, yet highly sensitive, Sleeptracker by Beautyrest–It slips under the mattress:

Spring Air’s Nick Bates showed us what’s going on inside the company’s latex hybrid bed in the Chattam & Wells collection:

I recently went mattress shopping — and, frankly, I had a blast. Here’s why:

As a retailer, you have a lot on your mind. Follow these 3 tips to improve concentration and productivity:

ISPA’s biennial trade show was the largest in its history—and here’s why it matters to you.

The Better Sleep Council launches ambitious campaigns to elevate industry image, increase sales

An 18-year-old shares perspectives on her generation and the retail world with Sleep Savvy

Cold weather, shorter days are on their way—and frankly, I’m not leading their welcome wagon

Session updates retailers on mattress-recycling laws, new customer communication materials

Learn, share, play and subscribe to Sleep Savvy at SleepSavvyMagazine.com

Why more couples are sleeping separately

As Better Sleep Month kicks off the summer selling season, we offer ideas for add-on sales, ambience

The Better Sleep Council’s annual campaign kicks off next month. How do you plan to celebrate?

Sleep Savvy’s Retail Road Trip shines the spotlight on successful bedding retailers. Are you one?

The longevity of the industry’s trade association has meant high-quality public relations for retailers

With less than a week till Hanukkah and just 15 days until Christmas, gift-givers are getting anxious, if not losing sleep, about their unfinished shopping, and your store can help!

This year, I give thanks for Sleep Savvy’s talented publications team—and our newest member

The Better Sleep Council helps you convey to consumers the benefits of a quality mattress

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“The most luxurious item is a beautiful bed and beautiful, simple sheets.”
— Andre Leon Talley