Retail Success Formula: Merchandising, Branding & Marketing Tips


Retail success formula. From branding to merchandising, Sleep Savvy has you covered.

Retail Success Formula . Back to basics.

It’s hard to believe we’re almost halfway through the year, but time flies when you’re getting down to business. Being a successful retailer is all about finding the right formula. While some factors — like friendly customer service or hassle-free return policies — will always be an easy win, it takes a bit of trial and error to discover what works best for you, your store and your customers. So, it feels right that for this issue, we’re going back to basics. As you flip through the following pages, you’ll see we’re covering different facets of retail from merchandising to marketing to branding, all designed to help you fine-tune your recipe for success. 

Speaking of branding, SleepOvation, a Wharton, New Jersey-based mattress manufacturer, recently unveiled its refreshed identity as the sweet-sounding Kiwi Sleep. We dive into the new name, logo and color palette with the duo behind it, Helen Thompson, founder of Helen Thompson Design, and Lis Thomas of Summary Content Marketing. Together, they outline their strategy and offer tips for anyone considering a rebrand.

Another example of a company with fantastic branding is Columbus, Ohio-based retailer Sandman Sleep, which is also this month’s cover story. While in town for ISPA EXPO March 12-14, we stopped by the store, which is notable for its focus on community-oriented events.

There are invitation-only brunches, monthly sound baths and recently, the showroom even transformed into a club for one night in partnership with the pop-up comedy series Don’t Tell Comedy. Learn more about the creative retailer and get some ideas about engaging your customers in untraditional ways.

While marketing, events and branding are important, retailers would be nothing without inventory. But merchandising, which is as much of an art as a science, is difficult to get right. So, how does one identify the correct mix of products? Contributing editor Julie A. Palm spoke with retailers and bedding makers for insights on how to find the right formula.

If you’re in the market for new products, review our coverage of the recent High Point Market in High Point, North Carolina. As Editorial Director Beth English notes in her report, exhibitors focused on ways to help dealers boost tickets. Mlily showcased a selection of adjustable bases, Magniflex USA debuted a revamped sleep accessories program and Bedding Industries of America unveiled its five-model Eastman House Durobuilt series.

We hope these tips are valuable to you — and if you implement any, we’d love to hear about it.