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A 7-day sleep retreat

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BY LISSA COFFEY

The Better Sleep Council leads you through a weeklong plan to improve your sleep—and you don’t have to leave home

sleep bed ocean A 7-day sleep retreat

Editor’s note: Savvy mattress retailers want to do everything they can to help their customers sleep better, including offering them sound advice and tips. Feel free to share this great guidance from Better Sleep Council spokeswoman Lissa Coffey with your shoppers (with credit given, of course). The BSC is the consumer-education arm of the International Sleep Products Association.

Better Sleep Council research has found that 79% of people would feel better and be more prepared for the day if they had an extra hour of sleep. A similar percentage (74%) of people over the age of 30 say they have difficulty concentrating and experience higher stress levels after a bad night’s sleep. So valuable is sleep that 30% of people are willing to pay $100 or more for an extra hour at night!

With this in mind, we’ve come up with a solution. No, put away your wallet: Sleep is not for sale. But we will take you on a seven-day sleep retreat so you can get the necessary rest you crave. And you don’t have to go anywhere: All our suggestions can be implemented right in your own home. Ready? Let’s get started!

Day 1: Start good habits

When you have a class or a meeting to attend, it’s on your schedule and you give yourself enough time to get there so you won’t be late. Put sleep on that same level of importance. Schedule a bedtime and stick to it. And just as with other appointments, leave yourself enough time to prepare for bed so you’re not late. For example, if you need to get up at 6 a.m., 10 p.m. is an ideal bedtime. Set an alarm on your watch or phone for 9:45 p.m. and stop what you’re doing then. This gives you time to go through your nighttime routine: Get your jammies on, brush your teeth and write in your gratitude journal.

If you like to take a warm bath before bed or read to relax, then allow some extra time for that. At 10 p.m., you want to be in bed with your head on the pillow and the lights off. The first few nights, you may try to postpone bedtime or think “just one more email” before turning in, but don’t fall into this trap. This retreat is about making sleep a priority, and getting into good sleep habits is vital!

Day 2: Create a sanctuary

Does your bedroom look like a bedroom? Or does if function as an office or a gym? The bedroom should be used only for sleep and sex: Nothing else. If you’ve got a desk in there or, worse, if you work on your laptop in bed, stop tonight. If you’ve got your treadmill in the bedroom or a big-screen TV, today is the day to move them out.

Turn your bedroom into a sleep sanctuary. And the star of the room, of course, is your mattress. Make sure your mattress is in good shape and that it provides you both comfort and support. Too often, we hang onto our mattresses for much longer than we should. So, today, take a good look at your mattress. If you’ve had it for five to seven years and it’s not as comfortable and supportive as when it was new, it’s time to break up with you bed.

Take a good look at your bed linens and pajamas, too. You want soft, breathable materials for both. And, while you’re at it, get new pillows. Bed pillows should be replaced every two years.

women in bed

Day 3: Quiet your mind

How long does it take you to fall asleep? Most of us can’t answer because when we’re in a sleepy state, we’re blissfully unaware and can’t remember actually falling asleep. But we certainly notice when it’s taking too long. “Sleep latency” is the term for the time it takes to go from a wakeful state to a sleeping state.

William C. Dement, founder of the Stanford University Sleep Disorders Clinic and Research Center in Palo Alto, California, studied this and came up with the Multiple Sleep Latency Test as a measuring tool. Dement discovered it typically takes about seven minutes for alpha waves to dominate the brain. In this state, we feel peaceful and hazy. After about five minutes of alpha waves, theta waves take over, and we are in the first stage of sleep. Generally, it takes a person 10 to 20 minutes to fall asleep. If it takes you less than five minutes, you’re probably overtired or sleep deprived. If it takes you longer than 20 minutes to fall asleep, you may be sleeping too much or you may not be practicing good sleep habits.

The idea behind the practice of counting sheep may have a place in helping us fall asleep more quickly. The goal is to clear the mind and slow the brain waves. You can do this by meditating. The reason most meditations start with counting the breath is that within just 10 seconds of this, the brain starts synchronizing neurons in a way that mimics what takes place during sleep. It’s an easy way to get the mind to settle down. Take long slow breaths and relax any parts of your body that feel tense.

Day 4: Reduce your stress level

There is a strong link between stress and sleep: The more stressed we feel, the more difficult it is for us to sleep well. And the less sleep we get, the more easily we feel stressed. Today, let’s look at how we can reduce the stressors that affect our sleep.

  • Stop overworking, overscheduling and overthinking. Eliminate this stress by allowing for at least one hour of downtime before bedtime. If you have a 10 p.m. bedtime, stop working at 9 p.m. Put your next day’s to-do list in writing and then set it aside, ready to be tackled in the morning. Then step away from the screens! The blue light emitted from phone, computer and TV screens keeps your brain active, which is not conducive to a good night’s sleep.
  • Reduce your “green” deficit. To balance the time we spend at school or work under unnatural light, make sure to spend some time outdoors each day. Take a walk in the morning sun or after dinner in the moonlight. A daily dose of fresh air and a little exercise go a long way in helping to achieve a restful night.
  • Cut the caffeine. Caffeinated drinks seem to be a go-to elixir for people who are stressed out, but they can do more harm than good. Caffeine can exacerbate stress levels—and negatively affect both the quantity and quality of the sleep you get. Today, start on a plan to reduce your caffeine intake to zero! Maybe you can go cold turkey or maybe you’ll have to taper off. At the very least, don’t consume any caffeine after 2 p.m. When you are caffeine-free, you’ll see how much better you sleep at night.

Day 5: Stop the interruptions

A new baby, trips to the bathroom, outside noises—there are lots of reasons why our rest may be interrupted. Unfortunately, interrupted sleep may be as harmful to the mind and body as getting no sleep at all. One explanation for this is that sleep happens in 60- to 90-minute cycles as we progress from slow-wave sleep to REM sleep. When sleep is interrupted, the body starts the cycle all over again—we can’t just pick up where we left off. That means we miss the more restorative, deeper phases of the sleep cycle.

Here are some ways to make sure your sleep isn’t interrupted:

  • Avoid heavy or spicy meals too close to bedtime. The body needs three hours to fully digest a meal. Don’t make it try to digest while it’s also trying to sleep.
  • Avoid alcohol after dinner. Many people think alcohol helps them sleep. It may help get them to sleep, but it also causes people to wake up in the middle of the night.
  • Keep children and pets out of your bedroom. Everyone needs their own bed and their own space to sleep. Children should learn to sleep in their own beds so they sleep uninterrupted, too.
  • Avoid blue and white lights in the bedroom. Such lights interfere with the production of melatonin, the hormone that regulates sleep. If you need a night light or a digital alarm clock, use a low-wattage red, yellow or orange light bulb. These colored lights don’t affect melatonin production.

sleep bed nature

Day 6: Enjoy sleep

Our dreams are a great part of getting a good night’s sleep. Dreams take us on grand adventures, help us come up with creative solutions and entertain us. A lucid dream is a dream in which we become aware that we are dreaming: Our waking consciousness becomes a part of the dream. When this happens, we can direct our dreams. We can fly, time travel or explore distant lands.

Did you know you can develop the skill to be lucid in your dreams when you want to be? It’s pretty simple. First, set the intention before you go to sleep that you want to be aware in your dreams. And set an intention for what you want to dream about. Write it down or say it out loud in the present tense: “I am traveling to Italy tonight!” Sometimes we become aware that we are lucid dreaming, get excited and wake up. If this happens and you want to go back to sleep, settle in and say to yourself: “I am aware I am dreaming and I choose to continue the dream.” If you want to start a new dream, imagine yourself changing the channel and stepping into a new screen.

When you wake up in the morning, write down your dreams to gain some insight into what is going on in your inner world.

Day 7: Reap the rewards

The benefits of a good night’s sleep are evident in the way we feel: happy, energetic, focused, creative, optimistic. Here are just some of the rewards that we can reap by investing in our sleep:

  • An improved memory: During sleep, the brain consolidates memories and skills so that we better synthesize all we have learned during the day.
  • A decrease in inflammation: Better rest means lower blood pressure and a lower risk of heart attack.
  • More success: Students who sleep well have better focus and earn better grades. Similarly, Stanford University studies show that well-rested football players suffer less fatigue, have more stamina and record improved sprint times.
  • A healthy weight: Researchers at the University of Chicago found that people on diets who slept well lost more fat than those who were sleep deprived. Those who got more sleep also felt less hungry.
  • Fewer accidents: The National Highway Traffic Safety Administration reports that driving while tired accounts for the highest number of fatal single-car crashes. Lack of sleep affects a driver’s reaction time and decision-making ability.
  • More happiness: Good rest provides more emotional stability. A lack of sleep can contribute to depression.

Moving forward

You made it! I hope you enjoyed your seven-day sleep retreat and feel well-rested. Maintaining the habits you’ve learned will help you rest well for weeks, months and years to come. 

Lissa Coffey is a relationship expert, author and broadcast journalist. She writes for eight websites, including CoffeyTalk.com, WhatsYourDosha.com and the Better Sleep Council’s site, BetterSleep.org. A BSC spokeswoman, she stars in several videos that offer sleep and mattress-shopping tips for consumers.

 

Sources

  • “11 Surprising Health Benefits of Sleep” by Alyssa Sparacino (Health.com, July 2013)
  • “The Promise of Sleep: A Pioneer in Sleep Medicine Explores the Vital Connection Between Health, Happiness and a Good Night’s Sleep” by William C. Dement and Christopher Vaughan (Dell Trade Paperbacks, 1999)
  • “Meditation and its Regulatory Role in Sleep” by R.P. Nagendra, N. Maruthai and B.M. Kutty (Frontiers in Neurology, April 2012)
  • “Study: Interrupted Sleep May Be as Harmful as No Sleep at All” by Dr. Joseph Mercola (Mercola.com, July 2014)
  • World-of-Lucid-Dreaming.com

How Sleep Changes from Infancy to Old Age

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How much rest we need changes over time, as do the things that keep us up at night. Here are tips for a lifetime of good sleep:

BY LISSA COFFEY

infant sleep

Editor’s note: Savvy mattress retailers want to do everything they can to help their customers sleep better, including offering them sound advice and tips. Feel free to share this great guidance from Better Sleep Council spokeswoman Lissa Coffey with your shoppers (with credit given, of course). The BSC is the consumer-education arm of the International Sleep Products Association.

As human beings we need sleep, just as every animal does. But the amount of sleep we need and the factors that prevent us from getting that required sleep change as we age.

Let’s start at the beginning

Newborns sleep between 16 and 20 hours a day. Of course, as new parents know well, not all the hours a baby sleeps are in a row. It can be challenging to get little ones into a sleep routine during which they sleep through the night and their parents can, too. At 4 months of age, babies’ bodies want to sleep through the night, but they don’t always know how. Here are a few sleep strategies to try with your infant:

  • Avoid using a pacifier for nighttime sleep. Some babies start to depend on a pacifier to get to sleep. The problem is that when the pacifier falls out at night, they don’t have the fine motor skills to put it back in their mouth. At about 8 months of age, they possess enough dexterity to manage a pacifier on their own.
  • Play white noise. In utero, babies hear all kinds of muffled sounds and find this soothing. Use a fan or a white-noise machine or look online for some white-noise tracks to download to a music player.
  • Work with your pediatrician to gradually cut back nighttime feedings so your baby doesn’t wake up and expect a bottle.

By 12 months of age, babies should sleep easily all through the night, for about 12 hours. Toddlers will take naps, but those will grow fewer as they get older. By age 6, children should get all their necessary sleep at night.

Moving into the ‘big kid’ bed

toddler sleep

When children outgrow their crib and get their first “big kid” bed, they often want to delay bedtime and stay up. This is when lifetime sleep habits start to develop so it is important to get kids into a good sleep routine.

Have them participate in choosing their bedding. Allow them to select sheets featuring their favorite cartoon characters, for example, so they really look forward to bedtime. It is important to purchase a new mattress for your child that ensures she is comfortable and supported during sleep.

Keeping in mind that elementary-school-age children need between 10 and 12 hours of sleep a night, look at the time your kids need to wake up and work backward to set their bedtimes. A good nighttime routine follows the three Bs: Bath, book, bed. The bath will help them relax. The book will give them quality time with a parent or caregiver as they read together. And then they’ll be ready to be tucked into bed with a goodnight kiss.

Teens crave sleep

teen sleep

Sleep needs change again when children reach adolescence. Our bodies follow a circadian rhythm—a kind of internal clock that cues us when to fall asleep and when to wake up. Hormonal changes seem to affect this cycle, causing teenagers to prefer both staying up later at night and waking up later in the morning. But in many communities, high-school classes start early, meaning students often struggle with having to get up before they feel they’ve slept enough and then being tired during the day. In addition, teens spend a lot of time at school under artificial light and time at home staring at screens as they do homework and check their social media feeds. That, in turn, makes it more difficult to get to sleep.

During adolescence and even into college, kids grow quickly. Make sure their mattress is keeping up with them. Most college dorms provide extra-long twin beds for their students, but your child is not obligated to use that mattress. Feel free to purchase one to assure the quality sleep your child needs.

Here are some sleep tips for teens and college students:

  • Make sure to get as much sunshine as you can every day.
  • Avoid caffeinated beverages, especially after 2 p.m.
  • Take a warm bath or shower before bed to help you relax. It’s good to have a break between “screen time” and bedtime to help the brain prepare for sleep. Listen to soft music or do easy yoga stretches.
  • Keep your bedroom cool, dark and quiet. Shut down your computer and smartphone before you get into bed and keep them on the other side of the room. If light bothers you, invest in blackout shades or wear a sleep mask.
  • If you need a snack before bed, keep it small. Carbohydrates will help you feel warm and sleepy. Graham crackers, a piece of toast or a few crackers with hummus are all good choices.
  • In the morning, open the curtains wide and turn on lights to help you wake up more easily.

Grownup problems

adult sleep

The older we get, the more likely we are to have trouble sleeping. Boston-based Harvard Medical School says that seven out of 10 adults experience problems that affect sleep quality. Women, in particular, experience sleep troubles over their adult lifetimes, many related to their menstrual cycle, pregnancy, new motherhood and menopause. (Read more about women’s particular sleep challenges in “A Remedy for Women’s Sleep Shortfalls” at SleepSavvyMagazine.com.)

Chronic medical conditions that often come with age, such as arthritis, congestive heart failure and depression, can contribute to sleep problems. In addition, respiratory and digestive disorders can cause awakening during the night. Fortunately, when underlying medical disorders are treated, sleep often dramatically improves.

Restless legs syndrome, which results in an uncontrollable need to move the legs, makes it difficult to both fall asleep and stay asleep. One home remedy for RLS is putting a bar of soap under your sheets near your feet. No one knows why this works, but 40% of people who tried it had good results. You could use lavender soap to get the added relaxing aromatherapy benefits.

Because older adults have more trouble sleeping, they are more likely to suffer from chronic sleep deprivation, causing them to unintentionally nod off during daytime activities. But sleep problems don’t have to be a part of aging.
Here are some tips that can help:

  • Let your doctor know when you are experiencing sleep difficulties so that you can work together to solve the problem.
  • If you require a nap, take it during the late morning to ensure it doesn’t interfere with nighttime sleep.
  • Make sure to get exercise every day. Being up and active as much as possible during the day helps you feel sleepy at bedtime.
  • If you are caring for an aging parent or grandparent, the best gift you can give is that of a good night’s sleep. An adjustable bed base that elevates the head and legs might be helpful to them.

When Susannah Mushatt Jones, who lived to be 116, was asked about her secret for living such a long, healthy life, she often said sleep—“lots of sleep.” That is good advice for all of us!

Lissa Coffey is a relationship expert, author and broadcast journalist. She writes for eight websites, including CoffeyTalk.com, WhatsYourDosha.com and the Better Sleep Council’s site, BetterSleep.org. A BSC spokeswoman, she stars in several videos that offer sleep and mattress-shopping tips for consumers.

The Healing Power of Sleep in Cancer

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While inadequate rest increases the risk of cancer, restorative sleep is an essential part of its treatment and recovery

BY TERRY CRALLE

the healing power of sleep doctor cancer

Editor’s note: Savvy mattress retailers want to do everything they can to help their customers sleep better, including offering them sound advice and tips. Feel free to share this great guidance from Better Sleep Council spokeswoman Terry Cralle with your shoppers (with credit given, of course). The BSC is the consumer-education arm of the International Sleep Products Association.

Sufficient sleep is considered the cornerstone of health and well-being. Conversely, insufficient sleep has serious health repercussions, including an increased risk of stroke, depression, hypertension, heart attack, diabetes, dementia, obesity, osteoporosis, motor vehicle accidents, and on-the-job accidents and injuries. Recent research has demonstrated even more alarming downsides to sleep deprivation, including an impact on some of the most prolific cancers: breast, prostate and colorectal.

These are worrisome findings considering that skimping on sleep is all too common in today’s fast-paced, 24/7 world. According to the American Academy of Sleep Medicine, adults “should sleep seven or more hours per night on a regular basis to promote optimal health.” However, data from the Centers for Disease Control and Prevention and others shows that many Americans are not coming close to those recommendations—and at what cost?

The sleep-cancer connection

Lack of sleep increases inflammation, which in turn increases the risk of cancer and other serious diseases. In fact, researchers have demonstrated that fragmented sleep directly impacts tumor growth. In mice that had disrupted sleep, tumors were twice the size of those in mice that slept normally.

Men with sleep problems are more likely to develop prostate cancer than men who consistently get sufficient sleep. A lack of sleep also has been associated with more aggressive types of breast cancers.

Researchers found a 50% increased risk of colorectal cancer for people sleeping less than six hours per night. Other research suggests people diagnosed with sleep disorders such as insomnia, parasomnia and sleep apnea are at a higher risk of developing sickness than those without sleep disorders.

Sleep disruption in cancer patients

As many as 30% to 75% of patients undergoing cancer treatment experience sleep problems. Insomnia and other sleep problems can result from side effects from medications, anxiety, frequent hospitalizations, work schedules, underlying health conditions and family obligations. Insomnia is about three times more prevalent among cancer patients being treated with chemotherapy than it is in the general population. The results of a 2014 study found that the prevalence of poor sleep quality in stages I and II cervical cancer patients was approximately twice that of women who don’t have cancer.

Despite the prevalence of sleep problems in cancer patients, one study found only 16% of cancer patients with insomnia informed their health care provider about the problem. In addition, patients, family members and caregivers may not recognize the significance of these sleep disruptions on successful cancer treatment and recovery, and many practitioners fail to ask about sleep.

the healing power of sleep cancer

Sleep’s role in cancer recovery

Not only is sleep essential for the physically exhausting and emotionally draining aspects of treatment, but getting restorative sleep during cancer treatment is critical to fighting the disease. According to David Gozal, a researcher and professor at the University of Chicago, “Fragmented sleep changes how the immune system deals with cancer in ways that make the disease more aggressive.” One study found colon cancer patients who complained of sleep problems and circadian disruption had worse survival rates. Sleep patterns influence levels of the hormones melatonin and cortisol, which affect the progression of cancer. Insufficient sleep also leads to a decrease in natural “killer” cells that help fight cancer.

The physical, psychological and cognitive benefits of sufficient sleep that support cancer treatment and recovery include:

  • optimized immune system
  • increased energy
  • reduced anxiety
  • improved pain tolerance
  • better memory
  • reduction in stress levels
  • clarity of thought, improved problem solving and better judgment
  • improved mood, outlook and
    optimism.

Sleep and fatigue issues must be effectively and promptly addressed as they arise. Maintaining close communication with health care providers and optimizing sleep should be key components in all cancer treatment regimens, with sleep being considered a “vital sign.”

Better sleep during treatment

There are many ways to get the sleep you need. Researchers have found that yoga is effective in helping cancer patients sleep better. Another study suggests that walking improves sleep quality in patients diagnosed with lung cancer. A similar correlation between walking and sleep quality has been seen in breast cancer patients. There also is evidence that therapeutic massage improves sleep for people undergoing treatments.

For cancer patients with sleep problems, simple changes can make a big difference:

  • Maintain a consistent bedtime (and wake time) routine.
  • Eliminate noise in the sleep environment by using earplugs, a fan or a white noise machine.
  • Keep the bedroom dark by using a sleep mask and blackout shades.
  • Make the bedroom a sleep sanctuary—serene, uncluttered and relaxing.
  • Invest in a comfortable mattress and pillows.
  • Turn off all electronics at least an hour before bedtime.
  • Avoid alcohol, which can lead to fragmented sleep.
  • Avoid caffeine after noon.

There also are options for improved sleep available from health care providers and sleep professionals, including:

  • counseling
  • cognitive behavorial therapy
  • adjustment of medications (dosage or timing)
  • relaxation and stress-reduction techniques
  • nutritional counseling
  • stimulus control therapy
  • light therapy
  • sleep restriction techniques
  • short-term use of a prescription sleep aid

Sleep helps your body heal

Sleep confers incredible health, protective and restorative benefits, but only if you let it. A better outlook, greater level of energy and general well-being only can be realized by getting the sleep your mind and body need.

Terry Cralle

“We need to treat sleep not as an expendable commodity but as an important factor, similar to nutrition,” Gozal says. “Sleep is a life-supportive system. If we don’t respect sleep, we’re at risk of complications and poorer outcomes.”

And while research has shown a link between lack of sleep and cancer, it also has shown that positive sleeping habits can be integral to recover. Sleep’s critical role in health cannot be overstated: Sleep must be viewed as a fundamental biological need and prioritized accordingly. 

Terry Cralle is a registered nurse, certified clinical sleep educator, and health and wellness spokeswoman for the Better Sleep Council. Check out her website at
TerryCralle.com.

Interesting Sleep Trivia to Tell Your Shoppers

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BY LISSA COFFEY

Not-so-trivial pursuit

Sleep trivia you never knew that you never knew: a collection of interesting tidbits to share with shoppers

Editor’s note: Savvy mattress retailers want to do everything they can to help their customers sleep better, including offering them sound advice and tips. Feel free to share this great guidance from Better Sleep Council spokeswoman Lissa Coffey with your shoppers (with credit given, of course). The BSC is the consumer-education arm of the International Sleep Products Association.

Sleep. It’s something we all do—every day of our lives. With all that sleeping experience, we might think we know a lot about sleep, but here are some facts that may surprise you. Take note: This information may come in handy if you’re ever a contestant on “Jeopardy!”

Origin stories

  • The word “sleep” has been traced to the proto-Indo-European base word “sleb,” meaning “to be weak.”
  • Most of what we know about sleep science has been discovered in just the past 25 years.

Watch this Better Sleep Council sleep trivia video:

Everybody (complex) does it

  • The need for sleep is a characteristic of complex living beings, including insects, mollusks, fish, amphibians, birds and mammals.
  • Among mammals, the giraffe sleeps the least amount, less than two hours a day, in five- to 10-minute intervals. The koala sleeps the most, as many as 22 hours a day. Cats sleep an average of 12 hours a day and dogs sleep about 10 ½ hours a day—and that’s in addition to their regular nighttime sleep.
  • The dolphin’s brain is unique in that it sleeps in shifts. This is called “unihemispheric” sleep—when one hemisphere of the brain is awake while the other hemisphere sleeps. Because of this, dolphins can sleep underwater without drowning. Like humans, dolphins spend about one-third of their lives asleep.
  • A “catnap” is a short bout of sleep, usually not in bed. People can take catnaps with their eyes open and not even know it.

dog sleep teddy bear sleep trivia

Dream a little dream

  • Humans typically have four to six dreams per night, lasting a combined total of more than two hours. This adds up to about six years of dreaming over a lifetime.
  • Upon waking, half of a dream typically is forgotten in the first five minutes. After 10 minutes, we have forgotten 90% of it. Some 42% of people say they have had a dream about something that later happened.
  • Some 12% of people dream only in black and white.

Necessary but often elusive

  • There are at least 84 identified sleep-wake disorders.
  • More than 70 million people in the United States suffer from a sleep disorder. Of those, more than 60% have a chronic sleep disorder.
  • People can survive longer without food (about eight weeks) than without sleep (roughly eight to 11 days).
  • Modern society has such a high prevalence of sleep deprivation that what now is considered “normal” actually is abnormal sleepiness.
  • Sleep deprivation, when applied systematically, is said to be the most effective form of torture. One reason is that sleep deprivation causes the body to produce higher levels of the stress hormone corticosterone.
  • Author Charles Dickens suffered from insomnia. He believed that he could fall asleep faster in the middle of a bed facing north.
  • Somnambulism is the scientific word for sleepwalking. Even though they can talk, walk and even eat while asleep, most sleepwalkers don’t remember much about their experiences.
  • When one partner snores, he or she wakes the nonsnoring partner 20 times a night on average, with a total sleep loss of about one hour per night.
  • Snoring usually worsens after drinking alcohol. Alcohol has a depressant effect on the tongue and throat muscles, narrowing the upper airway space.
  • Brains are more active during sleep than while watching television. You also burn more calories sleeping than you do watching TV.

Phraseology

  • William Shakespeare often wrote about sleep in his plays. Consider this passage from “The Tempest”:  “We are such stuff as dreams are made on, and our little life is rounded with a sleep.” Scholars believe he gave clear descriptions of insomnia because he suffered from the disorder.
  • The saying “good night, sleep tight” came about when mattresses were set upon ropes woven through a bed frame. When the ropes started sagging, they were tightened with a bed key.
  • The phrase “hit the sack” dates back to the 19th century when homes were one big room used for all activities. At the end of the day, families would clean up after dinner and make up a bed by putting hay in a sack.

cat sleep

Sleep surfaces

  • One of the largest beds ever constructed was the Great Bed of Ware built in 1596 in Great Britain. It measured 11 feet by 11 feet and was said to sleep 12 comfortably. Guinness World Records says the largest bed ever built (though probably never actually slept on) was more than 86 feet long and more than 53 feet wide. It was constructed by the Commissie Zomerfeesten St. Gregorius Hertme in 2011 in Hertme, Netherlands.
  • Waterbeds became all the rage in the 1970s, but they actually date back to the 19th century when they were available in hospitals. The water eliminated pressure points so they could be used to support patients with bone fractures, bedsores or paralysis.
  • Today, we have more choices than ever in mattress constructions, styles and sizes. If you’re not getting either the quality or quantity of sleep you need to feel great and be productive, check out the many options available. Like Goldilocks, you’re sure to find a bed that is “just right” for you!

Sources: “What You Never Knew About Beds, Bedrooms & Pajamas” by Patricia Lauber; “Counting Sheep: The Science and Pleasures of Sleep and Dreams” by Paul Martin; Online Etymology Dictionary; and “Encyclopedia of Sleep and Sleep Disorders” by Michael Thorpy and Jan Yager.

LissaGreen-largeLissa Coffey is a relationship expert, author and broadcast journalist. She writes for eight websites, including CoffeyTalk.com, WhatsYourDosha.com and the Better Sleep Council’s site, BetterSleep.org. A BSC spokeswoman, she stars in several videos that offer sleep and mattress-shopping tips for consumers.

MRC Offers Materials and Resources for Retailers

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Spreading the Mattress Recycling word MRCThe Mattress Recycling Council offers consumer-education materials and resources for registered retailers at no cost. While stores aren’t required to use them, they are designed to help explain state recycling programs to customers. Included are:

  • Information cards: These smartphone-sized cards, which can be attached to receipts or invoices, direct customers here for information about the fee and program-related matters.
  • In-store posters: Available in three sizes, information posters briefly explain recycling laws in California, Connecticut and Rhode Island. Retailers can download them here.
  • Recycling locator: MRC has compiled a recycling locator to help consumers find a collection site or recycling facility near their home.
  • Customer Q&A: MRC also has written a frequently asked questions sheet that can be used by store management and staff to answer questions customers might have about the fee or the recycling program. Print a copy.

For more information, contact Amanda Wall, MRC marketing and communications coordinator, at awall@mattressrecyclingcouncil.org.

US-Mattress Makes Mattress Shopping Easy

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US-Mattress-Joe-Nashif

Joe Nashif, president of Brighton, Michigan-based US-Mattress, got his start in retail selling appliances online.

An effortless experience—whether online or in-person—is the goal for this omni-channel retailer

BY JULIE A. PALM

PHOTOGRAPHY PROVIDED BY US-MATTRESS

US-Mattress, one of the earliest and one of the most successful online sellers of mattresses, is expanding its brick-and-mortar presence, recently adding two new stores—for a total of five in its headquarters state of Michigan—and planning for more.

The expansion strategy fits with the company’s belief that retail is quickly moving into a new realm, one where merchants sell to consumers through multiple channels and aren’t defined by distinctions like “online retailer” and “brick-and-mortar store.” “US-Mattress is simply a retailer making it easier for consumers to buy mattresses and other sleep products how they want, where they want and when they want,” says Joe Nashif, president of the Brighton, Michigan-based retailer and parent company Mattress USA.

“I wouldn’t characterize us as e-commerce or brick-and-mortar,” Nashif says. “It’s the trend in retail today: Macy’s is closing stores and investing in e-commerce; e-commerce companies like Warby Parker are looking to open stores. We fit under that model. The whole landscape of retail is changing to the notion of omni-channel. The consumer likes to be able to shop anywhere.”

Whether selling online or in-store, US-Mattress’ goal is to provide a good value (the retailer’s website advertises sales prominently), a vast mattress selection and helpful customer service. “We want to offer a good price for the value, but price is just one piece of the puzzle,” Nashif says. “We also want to offer a great selection of leading brands and good customer service all the way through to delivery. It’s about balancing all those pieces.”

It started with stoves—then Sealy

Nashif got his start in retail about 15 years ago when he launched the online appliance store US-Appliance.com.

“The idea began in 1999 while I was working my day job at General Motors,” says Nashif, who held a variety of management positions at the automaker. “I had entrepreneurial interests and was thinking about businesses I might start. Around that time, the Internet was really starting to get going, so I was running through different ideas of what I could sell online.”

US-Mattress-retail-floor

Shoppers at US-Mattress retail stores typically start their visit by trying 10 different mattress comforts to find the one that feels best to them.

Nashif considered everything from cigars to golf clubs before settling on appliances and launching a website. He ventured into mattresses after one of the appliance manufacturer’s reps Nashif worked with introduced him to a Sealy dealer. Those two teamed up to test a mattress site, US-Mattress.com, which spun off into its own company in 2001. By 2005, the mattress enterprise was successful enough for Nashif to sell US-Appliance.com, leave his job at GM and devote himself full time to US-Mattress.

US-Mattress.com, which promotes itself as “America’s #1 online retailer,” says it has served more than a quarter-million customers. It started with Sealy and built its business on strong relationships with it and other leading mattress manufacturers, Nashif says.

“We feel very fortunate that the majors decided early on to partner with us,” he says. “If you think back to 2000 and 2001, pretty much no one was selling these products online. I have to give a lot of credit to Sealy, Serta, Simmons and Spring Air for partnering and testing the e-commerce waters with us. These have been mutually beneficial partnerships over the years.”

The retailer later added products from solid regional producers and licensing groups, including Corsicana and Restonic, as well as specialty and luxury brands such Aireloom, Natura, Stearns & Foster, Tempur-Pedic and Vispring.

“We still do a lot of business with the majors, but in recent years, we’ve been complementing those brands with others,” Nashif says. “We are always open and looking. We can’t carry every brand, but we try to find the right partners who will add something unique that customers want.”

US-Mattress.com also sells a wide assortment of pillows, protectors, sheets, comforters and other top-of-bed linens from Eastern Accents, Northwest Co., Matouk, Sealy, Sferra and Simmons. And though the retailer’s name is US-Mattress, online shoppers also will find a large selection of furniture on its site.

Making online shopping easy

US-Mattress gives shoppers multiple ways to narrow their mattress choices when browsing its website: by size, price, sleeping position, brand, popularity and comfort level. The retailer believes in the value of information to shoppers, and its website lists myriad details about each mattress—everything from the type of foams in quilt and comfort layers to coil counts to overall dimensions. Will a certain mattress work with an adjustable base? The site tells you. What’s the length of the manufacturer’s warranty? US-Mattress.com lists it.

Product reviews by US-Mattress employees, called “Expert Reviews” on the site, provide more guidance to shoppers, in plain language: “I recommend the queen size of this mattress to couples who are looking to keep their cost down, while still getting a decent mattress for their money,” writes employee Jed of an entry-level Simmons BeautySleep model that recently was on sale through the website for $364. Of a Vispring model at the other end of the pricing scale, an employee review tells shoppers the $49,995 mattress is “one of the most luxurious mattresses found anywhere it the world … While the high price tag won’t appeal to everyone, the Masterpiece Vicuña doesn’t disappoint if you are willing to splurge.” The longer reviews by US-Mattress don’t take the place of customer reviews, which also are featured on the website. 

About three years ago, the retailer introduced short videos that function much like a retail sales associate does in a brick-and-mortar store: US-Mattress employees explain the features, benefits and sometimes even drawbacks of each mattress, often while rest-testing the beds themselves. The videos are packed with information, but the tone is kept chatty and accessible.

At any time during the research or shopping process, consumers can ask questions or get more information by calling a toll-free number, sending an email, checking an extensive “frequently asked questions” section or engaging a customer service representative by using a “live chat” feature.

“We’ve invested a lot to have good, solid information available to help people make the right purchase and we offer great assistance throughout the process,” Nashif says. “Through phone, email, chat—however the customer wants to communicate—we’re available to help.”

A 30-day price-matching guarantee and 100-day exchange policy help give online shoppers confidence in their purchases. (Mattress sales are nonrefundable, but consumers can exchange their mattress within 100 days of delivery for a $99 processing fee.)

“Some of these tools and features are becoming industrywide, but we were the first to do many of them,” Nashif says. “We were the first to break out and show all the product specifications. Today, that’s commonplace, but we were the first to provide that information to help people better understand the differences between mattresses. We were also the first to offer a comfort-exchange guarantee on a remote delivery. We pioneered that. Our feeling was that we were selling from Michigan, but we needed to stand behind that purchase wherever the mattress was delivered.”

US-Mattress-store

Although US-Mattress’ parent company, Mattress USA, operates furniture websites, the emphasis at US-Mattress stores is on bed sets and an edited selection of sleep accessories.

In-store mirrors online

While 95% of US-Mattress’ sales come through the website, the retailer is committed to having physical stores—all part of that idea of allowing the consumer to shop in a way that’s most convenient and comfortable.

“We have a marketing presence through our online efforts that translates well into a retail setting, and we know there are people who like to touch and feel the product,” Nashif says. “It was just a natural extension to take our offering and bring it into a retail setting.”

US-Mattress opened its first store in 2003 and now has five locations in the Michigan cities of Birmingham, Bloomfield Hills, Plymouth, Southfield and West Bloomfield. The Bloomfield and Southfield stores opened this fall. (The company also owns Carolina Rustica, a high-end furniture store in Concord, North Carolina, that carries US-Mattress brands.)

Over the past couple of years, US-Mattress has given its older locations a makeover so that colors, merchandising and point-of-purchase materials at all stores reflect the retailer’s online image. “We are trying to represent who we are online in the store,” Nashif says. “We want to come across as being contemporary—not too serious, but not too frivolous.” Stores are uncluttered, open and airy, with limited signage and point-of-purchase materials. Each bed is shown with the same headboard for a uniform look. Though the website also sells furniture, US-Mattress stores focus on mattresses and basic sleep accessories, such as pillows and protectors.

US-Mattress favors strip malls for its stores, which range from about 3,500 square feet to 4,000 square feet and floor between 30 and 50 models. The company’s Comfort Scale is as important in-store as it is online. Each location prominently displays a section of beds grouped together and numbered “1” through “10” to illustrate the various comfort levels available throughout the store. After helping a shopper find her preferred comfort level, an RSA can then show her other models with the same comfort rating.

The retailer isn’t afraid of shoppers “showrooming” in its stores. In fact, it’s not uncommon for an RSA to walk a consumer over to a store computer monitor to look at other models available on US-Mattress.com—after all, it offers thousands of choices. “A customer in our store doesn’t have to pull out their phone to see how this mattress compares at another retailer,” Nashif says. “We’re extending the transparency of our website into the stores. We’ll pull up our website and even competitors’ websites to compare models and prices. The goal is to find the right product for the customer for the right price.”

Stores are staffed by a manager and a small number of RSAs, all overseen by a sales manager. The data-driven retailer gives employees extensive training in both brands and individual products, as well as an education in company culture. “We emphasize a low-pressure sales environment,” Nashif says. “We’re not pressing people to buy before they walk out the door.” The combination of high levels of information and low-pressure sales tactics help gives US-Mattress stores a close rate of about 60%, the company says.

Though an online pioneer, US-Mattress is fairly traditional when it comes to marketing its stores: Its website serves as a key advertising vehicle for the physical locations, but the retailer also places ads on TV and in print. Marketing messages echo those online: wide selection, good value, friendly staff.

No rest for the retailer

Nashif doesn’t expect the two newly opened stores to be the company’s last, though he doesn’t want to rush the expansion.

“I foresee opening more stores in metro Detroit. In the next several years, we could have 15 to 20 stores in Michigan,” he says. “And, because of our online marketing presence, I think we can go into other markets, too. We know we have something. Consumers are responding positively to our stores when they shop.”

As for the website, it’s constantly changing: Gone are the days of major website redesigns and relaunches every few years. “For us, it’s a perpetual, ongoing optimization of the site,” Nashif says. “We are always evaluating performance.”   

And that, in essence, is the business model US-Mattress follows: constant advancement to best serve its customers. “I think the challenge is that retail is always evolving and always competitive,” Nashif says. “That never ends, and that’s why we need to keep evolving, too.” 

When it comes to sales tools, retailer’s Comfort Scale is a ‘10’ 

US-Mattress-Comfort-ScaleA key to US-Mattress’ success has been its Comfort Scale, a 10-point comfort-rating system the retailer has used from the beginning to help consumers understand the feel of a particular mattress. It helped solve a problem that comes with selling online—people can’t rest-test a bed before purchasing it. But the scale has become such a reliable sales tool, it’s used to categorize every mattress the retailer sells, whether online or in its expanding stable of brick-and-mortar stores.

The scale—which measures comfort only, not support—uses simple, consumer-friendly language instead of industry-speak to describe the 10 levels. “We tried to put descriptions in terms that people would understand,” says Joe Nashif, president of the Brighton, Michigan-based retailer and parent company Mattress USA. “It’s intuitive for people to use. They instinctually know the difference between a ‘2’ and an ‘8’.”

More detailed descriptions give shoppers an even better idea of what they can expect from mattresses at every level. To wit, a mattress with a “1” rating is “designed for sleepers who are looking for the firmest mattress possible. If you enjoy a rigid feeling of support with very little cushioning, then a mattress with a rating of ‘1’ is a good idea for you,” the retailer tells consumers.

Or, “if you have no problem sleeping comfortably on your living room floor, and you don’t wake up with aches and pains, then a mattress with a Comfort Scale rating of ‘2’ would be ideal for you,” says the company, injecting a bit of humor into the shopper’s decision-making process.

At the other end of the scale are most of the plush and pillow-top mattresses that US-Mattress sells: “Do you find yourself trying to increase the softness of your current mattress with a down mattress pad? Do you love the way a waterbed feels? If so, then a mattress with a Comfort Scale rating of ‘7’ to ‘9’ would be ideal for you. These beds are very soft.”

Online shoppers are encouraged to use the scale to shop for mattresses across brands, but also can click on a specific brand to see how all the mattresses it offers are rated. In US-Mattress stores, shoppers are greeted by a display of 10 beds that demonstrate the feel of all 10 levels of the Comfort Scale. Once they find the number that feels best for them, they can investigate other mattresses on the floor with the same rating.

To ensure consistency, the retailer doesn’t rely on mattress makers to classify their beds; US-Mattress employees evaluate every new mattress and place it on the scale. “We do the ranking internally with a small team because we know our system best and how to apply the scale to individual mattresses,” Nashif says. “A ‘5’ Beautyrest has the same comfort level as a ‘5’ Posturepedic.”

RAISING FUNDS FOR FURRY MICHIGANDERS BUILDS GOOD WILL

US-Mattress-Humane-SocietyThough US-Mattress has thrived in the geographically limitless world of the Internet, the company is firmly rooted in Michigan and dedicated to making it a better place.

For seven years, the retailer’s charitable efforts have been directed toward the Michigan Humane Society. US-Mattress serves as a corporate sponsor and has donated some $300,000 to the animal charity. In addition, the company has a link on its website that allows consumers to donate directly to the charity themselves. There’s a personal connection to the organization, as well. Joe Nashif, president of the Brighton, Michigan-based retailer and parent company Mattress USA, and his wife, Chuu-Lih, have a black cat named Mikki.

It’s not only about giving money. The retailer’s website showcases dogs and cats available for adoption—and gives a free pet bed to anyone who rescues one of the featured animals. US-Mattress also holds regular events—such as pet adoption days and photo contests—all designed to engage pet lovers and raise awareness of the Humane Society’s efforts, while also promoting US-Mattress. “It’s a quality organization,” says Nashif, “and we feel good about what we can contribute to them.

QUICKTAKE
Retailer US-Mattress
Leadership Joe Nashif, president
Headquarters Brighton, Michigan
Website US-Mattress.com
Retail locations Five stores in the Michigan cities of Birmingham, Bloomfield Hills, Plymouth, Southfield and West Bloomfield
Staff About 100 employees
Corporate culture “We have an informal corporate culture,” Nashif says. “There’s not a lot of micro-management or top-down orders. People are given a lot of responsibility and are encouraged to have a lot of self-direction.”
Competition Online sellers, national furniture and department stores, specialty sleep chains, big boxes, membership clubs and independent sleep shops. “We compete with everybody,” Nashif says. “I don’t think anyone has a lock on the customer. The consumer is looking at all of those options.”
Other companies Parent company Mattress USA has several other retail websites, including CarolinaRustica.com, DayBedDeals.com, FurnitureCrate.com, NameBrandBeds.com, PartySuppliesDelivered.com and TreatChest.com, a subscription candy company.

Julie A. Palm thumbnail headshotJulie A. Palm, chief wordsmith at Palm Ink LLC, has more than 20 years experience as a writer and editor for a variety of newspapers, magazines and other publications. She served as editor in chief of BedTimes for more than nine years and as editor in chief of Sleep Savvy for two years. She can be reached at japalm623@gmail.com.

Sign, sign, everywhere a (store) sign

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How well does your store signage attract and inform customers?
Here are 10 less-is-more tips to help convey effective and useful messages

BY JULIE A. PALM

arrow signsSign, sign, everywhere a sign
Blockin’ out the scenery, breakin’ my mind
Do this, don’t do that, can’t you read the sign?

—“Signs” by Les Emmerson, 1970

If there’s a single signage problem that plagues mattress retailers, it’s alluded to in that song written by Les Emmerson and made popular by the Five Man Electrical Band: too many signs and too much information packed onto them.

“My fundamental belief about signage: When in doubt, don’t. Signage should be very, very focused and, in my opinion, somewhat limited,” says Marty Walker, vice president of business development for EC Retail, a provider of retail environment and display solutions based in Marietta, Georgia.

It’s easy to let signs pile up. You introduce a new mattress line or have a sale: It requires new signage. Signs go up; old ones don’t necessarily come down. Plus, you want to tell shoppers all about that new line—every feature, every benefit, every warranty guarantee, every delivery promise. If you reduce the type size, maybe you can cram a little more on there.

“My personal opinion is that much mattress store signage is very crowded,” says Don Wright, senior vice president of product development and chairman of the board for Wright Global Graphic Solutions, a graphics and marketing company with headquarters in Thomasville, North Carolina. “Retailers try to put too much on a sign. You get the sense they think, ‘I’m paying for this information delivery system, so I’m going to put as much information on there as possible.’ But less is more.”

Which brings us to our first tip:

1 Edit, edit, edit.

Take a critical look at all of your signage. Is each sign absolutely necessary? Does it provide critical information or create a confusing distraction? Remember, most shoppers today have done at least some research online and walk in better informed than ever. And don’t fall into the trap of using signage as a crutch or substitute for well-trained retail sales associates. Your best sales tool is an RSA asking good questions, making informed suggestions and offering easy-to-understand product explanations. No sign takes the place of that.

2 Write tight.

Pare the number of signs in your store and then clean up the text on those that remain. “Keep it simple: Your sign’s message needs to be clear, yet one with too much information is often ignored,” recommends Katelyn Gray of SmartSign in a March 14 blog post on Shopify.com. “Use the five-second rule, which states that if you can convey the main themes of the sign in less than five seconds, you pass. If it takes longer, shorten your message or use a series of signs. To help simplify messages, Gray suggests writing in headline text. “Understand the first principle of print journalism: The punch line matters,” she writes. “Can you simplify your text? Can you take out prepositions and extra words?”

3 Be the conservative type.

On signs, san serif type typically is easier to read than serif. Italics and script might be pretty but can be illegible, especially at a distance. “This is an old printer’s pet peeve of mine: Just because you can use seven different fonts on a sign, doesn’t mean you should,” says Wright, whose company has its roots in the printing business.

4 Reinforce your brand.

If customers routinely reach your sales desk and ask, “Where am I?” or “What store is this?” as they prepare to pay, you aren’t properly using signage to reinforce your brand. “Too often, the last time a customer sees the store’s name is when they are outside,” Walker says. Strategically use in-store branded signage to promote your strengths as a retailer—customer service, retail experience, comfort guarantees, delivery, etc. Remind customers why they should buy from your store instead of the retailer across the street. “The typical sleep shop today really suffers because they don’t have a clear identity,” Walker says. “Signage is a great way to create that identity. Speak for yourself: Who are you? What do you offer? What do you stand for?”

5  Sell the sign.

If you have a particularly recognizable store sign, you can make it an integral part of your marketing efforts—a way to help consumers easily identify where you’re located. The International Sign Association in Alexandria, Virginia, points to the example of Jim Fisher Volvo in Portland, Oregon. In ads, it reminds people they’ll find the auto dealer “under the big blue Volvo sign.” No additional directions needed. Plus, when people drive by the sign, they remember the dealer’s commercials.

6 Be judicious. Mattress manufacturers spend a considerable amount of time and money to create brand messaging and signage for use at retail. This makes sense: They want to sell their brands. There certainly is a place for attractive and informative manufacturer-provided, point-of-purchase materials, but you don’t have to display every item a manufacturer offers you. You can work with your vendors to adapt their signage for your store or you can take their messages—particularly about brand features and benefits—and re-create them using your store colors and typefaces.

7 Size it right.

An attractive, effective store sign does little to draw consumers into your location if they don’t see it. The ISA estimates as many as 35% of the people driving by a store sign have never seen it before: Your sign could be just the thing to pull them into the store. The ISA has a handy guide on its website for determining the best placement and size of your main store sign for optimum visibility to passing cars. To find “The Right Sign for Your Business” guide, visit Signs.org, click on the “Sign Industry” tab and then the “Signs 101” tab.

8 Help all customers. When it comes to retail signage, we think first of signs that promote your store and its products. But Gray of SmartSign reminds us that there’s another class of signage—that used to help customers with disabilities shop your store more easily and comfortably. “Making customers feel welcome means all customers. … If your location offers accessible features but doesn’t make them known, you’re doing your customers a serious disservice,” Gray writes in the Shopify.com blog. “If your store uses a portable ramp with a doorbell or intercom, you will need to install an appropriate sign letting customers know they can request an employee to bring the ramp to the door. … Any permanent interior signs indicating bathrooms, elevators, entrances and exits also have to include Braille and tactile characters in legible fonts and contrasting colors, and they must be mounted at specific heights (typically 40 to 60 inches from the ground) for consistency and access.”

9 Try new technologies.

The cost of video signage is coming down quickly. If budgets allow, Wright recommends installing one nice video screen in your store. “Don’t use it to promote sales or even products,” he says. “Use it to promote an experience or your philosophy as a retailer. It’s a great way to talk about your company, your service, why this is the very best place to buy a mattress.” Wright also offers RetaiLive, a point-of-sale technology that can use smartphones and tablets to bring signs alive. For instance, Wright says, you could have a cutout of one of your delivery people touting your white-glove service. Through RetaiLive, a shopper could point a smartphone at the image and watch as that same employee stars in a video explaining more about just how quickly her bed will be delivered, set up and her old set recycled.

10 Test your efforts.

“It’s fun to have a new sign on the top of a window display that you feel is perfect—until you notice it is too faint to be seen through your tinted window or the font is too small to be seen by cars going 25 mph,” writes Bob Phibbs on a blog on his website, Retaildoc.com. Phibbs is a business strategist, customer-service expert, author and motivational speaker known as “The Retail Doctor.” Regularly drive by and walk through your store, examining each and every sign. Is it visible? Is the sign itself in good condition (no fading, tearing, flickering or burned out bulbs)? 

The hierarchy of retail signage

Retail signage falls into three broad categories, according to Marty Walker, vice president of business development for EC Retail, a provider of retail environment and display solutions based in Marietta, Georgia.

  • Branding signage.

    This includes the sign (ideally attractive, lighted and clearly visible) on the outside of the store, but also signs inside. This type of signage typically features the retailer’s logo, tag line and signature colors. It should give a sense of your identity and philosophy as a retailer. “This is about showing who you are and what you stand for,” Walker says.

  • Department signage.

    Walker describes this as “way-finding” signage that helps customers navigate the store. In a sleep shop or mattress department, this type of signage typically points shoppers to mattress brands, technologies and sleep accessories, as well as places such as restrooms and children’s play areas.

  • Product signage.

    This is the signage that explains product features and benefits, pricing, warranties and other product details. “This,” Walker says, “is where signage tends to get out of hand as mattress retailers try to say everything and end up saying nothing.”

Julie A. Palm is a writer and editor based in Winston-Salem, North Carolina. She can be reached at japalm623@gmail.com.

Las Vegas Market, here we come!

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Mary Best Sleep Savvy magazine editor in chief

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!

 

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

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Mary Best Sleep Savvy magazine editor in chief

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.
Mary Best signature

Retail Road Trip: All About Backs

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With an all-specialty lineup, an Oklahoma bedding retailer testifies about the saving graces of memory foam, latex and gel

BY GARY JAMES
PHOTOGRAPHY BY BRETT NCNEILL

Joe and Kathy Maple

Joe and Kathy Maple, owners of All About Backs in Ardmore, Okla., on the showroom floor of their 3,200-square-foot specialty bedding store.

Joe Maple, owner of All About Backs in Ardmore, Okla., is a specialty bedding evangelist. His belief in the merits of alternative sleep surfaces runs deep, with roots connected to his experience as a weight-challenged person of 300 pounds suffering from chronic back pain.

“I am passionate about the health benefits of alternative bedding, particularly memory foam,” he says. “I’ve seen for myself what a difference a quality specialty bed can make in reducing joint problems and other difficulties that get in the way of a good night’s sleep. I didn’t think foam could hold up a big guy like me. I considered it a gimmick, but then I saw what it could do.”

Today, somewhat older and much lighter, Maple says his goal at All About Backs is to help customers find the best solution for their particular sleep needs. While the store carried innerspring models at one time, it now focuses solely on a comprehensive lineup of specialty sleep surfaces—memory foam, latex and gel.

All About Backs shows the entire Tempur-Pedic line, from the Simplicity collection to The GrandBed. In addition, the retailer carries a selection of beds from Pure LatexBLISS, as well as the Sealy Optimum line. Adjustable foundations from Tempur-Pedic and Leggett & Platt also are an important category. All 30 beds shown on the floor work with an adjustable base, and the retailer’s attachment rate runs about 50%.

Retail price points for mattresses start at $1,299 and extend to $13,000 for top-of-the-line models with power bases. The store’s core business falls in the $3,000 to $5,000 range.

“Our price point range has risen steadily ever since we committed to an all-specialty lineup about four years ago,” Maple says, adding that he decided to phase out his innerspring offerings because of ongoing challenges with product quality.

“We were having warranty issues relating to breakdowns,” he says. The store’s rate on returns sometimes reached as high as 15%, versus less than 1% for its memory foam models. “We were spending too much time fixing problems, and it was hurting our reputation. In a relatively small community like ours, having a good reputation is critical.”

All About Backs mattress store

All About Backs shows the entire Tempur-Pedic line, a selection of beds from Pure LatexBLISS and the Sealy Optimum line. The store’s core business falls in the $3,000 to $5,000 range.

Still, making the switch to an all-specialty lineup wasn’t without challenges. “It was very difficult in the beginning,” Maple says. “We missed some deals when customers would walk in expecting to find a $499 queen bed, and we couldn’t show them anything in that range. But we stayed the course and, today, consumers throughout our area recognize us as the place to go for quality specialty bedding.”

From cars to bedding

A former car dealer, Maple and his wife, Kathy, a longtime schoolteacher, opened their first bedding store in Sherman, Texas, in 2005. “My best friend, Darrell Stowe, was the founder of the Mattress King chain in Arkansas,” Joe Maple says. “I had dabbled in furniture with a small store on my car lot, and later, when I was a general manager for another dealer, Darrell inspired me to try bedding when that business was sold.”

The Maples operated their store in Texas—offering Tempur-Pedic and a range of innerspring lines—for two years. Then, in 2007, seeing a lack of specialty sleep stores in the Ardmore, Okla., market, the Maples moved their store and started anew.

A city of about 35,000, Ardmore is located in south-central Oklahoma, about 100 miles equidistant from Oklahoma City and Dallas. The city sits on the edge of the major Healdton Basin oil field, and it’s also home to the Samuel Roberts Noble Foundation, one of the nation’s 50 largest private foundations. The foundation supports a long list of local philanthropic and cultural initiatives, helping to make Ardmore a desirable place to live, as well as a popular tourist destination.

“We are very blessed in this area,” says Maple, who grew up in Antlers, Okla., a couple of hours east of Ardmore, as did his wife. “There’s a good deal of oil and gas wealth in the community, and the Noble Foundation attracts leading cancer researchers and other scientists from around the world. Even during the recession, our economy proved to be  very resilient.”

While All About Backs struggled during the downturn, business began to pick up recently and Maple expects good growth this year and in 2014. “There were days when I questioned our decision not to sell $299 to $599 mattresses, but we got through that period and our commitment to better-end specialty sleep is paying off now.”

Finding the right spot

When it first moved to Ardmore, All About Backs spent three years struggling to draw consumers to a low-profile location before moving to its current 3,200-square-foot store in the city’s newest shopping center in 2011.

All About Backs sleep accessories and bed linens display

Joe Maple believes having a strong assortment of sleep accessories gives customers a reason to return to the store between mattress purchases.

All About Backs mattress retailer emphasizes wellness

With everything it sells, All About Backs emphasizes wellness.

“Moving to this new site made a big difference in our business,” Maple says. “It’s a highly visible location near Interstate 35 with steady traffic and activity. Since we’re the only specialty bedding store in the area, and we have a deeper selection than other stores in bigger markets, shoppers come from miles around to see us.”

To build awareness, All About Backs runs ads in the local newspaper, The Daily Ardmoreite, and on local TV. The store also reaches out to prospective customers with its website, produced with the help of Mega Group USA, a leading buying group that offers Web-related services as part of membership.

With its ads and online messaging, All About Backs stays away from price promotions, Maple says, since pricing on its lines generally is determined by manufacturers. Instead, the store highlights its deep assortment of specialty sleep products and friendly, personal service.

“When you come in our store, 99 times out of 100, you’re being served by either my wife or me,” Maple says, who also gets occasional help from his daughter and another part-time employee. Maple and his wife take a hands-on approach to every aspect of the business except delivery, which they contract out to a group of local schoolteachers.

“We have four very dependable guys who do all our deliveries in the afternoons and on weekends,” he says. “We own the trucks, but they take care of set-up and delivery.”

Simple and honest

When customers come into the store, the Maples greet them and ask a few opening questions about what they are looking for. “For starters,” he says, “we find out whether they have any back, hip or knee issues, and any other big factors that might influence their sleep.”

Based on that information, Joe or Kathy recommends an initial mix of three or four beds to try, including at least one memory foam and latex model, as they begin the process of identifying which models best suit the consumers’ needs. “We don’t push a particular brand at the start,” Maple says. “We want them to see a variety of surfaces, then help them determine what works best for them.”

The All About Backs team takes a very low-pressure approach to sales. “Our biggest credo is based on the Golden Rule—to treat people like we would want to be treated,” says Maple, a devout Christian whose father was an ordained minister as well as a car dealer. “We believe in these products and we sleep on them ourselves. Our main job is to clearly explain the key features and benefits so customers can make an informed decision.”

With everything it sells, All About Backs emphasizes wellness, Maple adds. “While our beds don’t cure anything, they do have tangible health benefits. By relieving pressure on the lower back, hips, neck and shoulders, and eliminating bedbugs and dust mites, our specialty products create a better environment for sleep—and that makes people feel better throughout the day.”

Because pillows are such an integral part of the sleep experience, Maple makes a point to include them as part of any mattress discussion. The company’s accessory assortment includes a range of pillows from Fabrictech, Tempur-Pedic and Pure LatexBLISS, as well as Fabrictech mattress protectors and encasements, sheet sets and fabric headboards from Bassett.

All About Backs storefront

All About Backs is strategically positioned in a new shopping center near the interstate, drawing customers from across the Southern Plains.

Having a strong assortment of sleep accessories gives customers a reason to return to the store between mattress purchases, Maple says. “It builds loyalty and keeps us top ofmind for anything relating to bedding.”

Also helping draw traffic is the one nonbedding category that All About Backs carries—the Human Touch line. The store sells a variety of the company’s massage recliners, including the Perfect Chair Zero-Gravity, AcuTouch, ThermoStretch and iJoy models.

“Human Touch makes a perfect complement to our bedding presentation because of the health benefits. Like a quality set of bedding, these recliners take pressure off the lower back, and the massage elements aid circulation in the feet and ankles.”

Making customers comfortable

All About Backs’ emphasis on comfort and wellness is evident throughout the store, which is designed with a “cozy professionalism,” Maple says. On one side is the complete Tempur-Pedic line, supported by colorful banners and posters detailing product features and benefits. Grouped together on the other side are Pure LatexBLISS and Sealy models, along with displays devoted to pillows, protectors and fabric headboards.

“We offer an upbeat, comfortable environment that encourages customers to take as much time as they need to test our various sleep surfaces,” Maple says. “We want to put people at ease and create an atmosphere of trust. Since our selection is so extensive, they have a chance to learn about a range of specialty sleep surfaces all in one visit.”

Moonlighting as a rep

Operating a retail store isn’t the only work challenge that Joe Maple, owner of All About Backs in Ardmore, Okla., faces. Along with all the responsibilities that come with that job, Maple also serves as a sales representative for two of his stores’ lines—PureCare by Fabrictech pillows, mattress protectors and encasements; and Pure LatexBLISS Talalay latex mattresses, toppers and pillows. His territory includes Oklahoma, Arkansas, Missouri and Kansas.

“I love these products, and I love to travel,” Maple says. “As a bedding retailer myself, I have unique insights to share about these products when I’m on the road meeting with customers. Since my travels give me the chance to see a number of stores, I’m also always picking up new ideas for our business.”

Maple is usually on the road a few days every week, and during that time his wife, Kathy, manages the store. “We both have a deep understanding of every aspect of our business,” he says. “Since our store is small, we’re able to keep things running very smoothly.”

Being both a retailer and a rep, Maple makes a point of attending as many markets as he can. He always attends the Las Vegas Market and Mega Group shows, and now that he reps two lines—he added Pure LatexBLISS this summer—he probably will attend the High Point and Tupelo markets, as well.

“Markets are great opportunities to learn,” he says. “We’re constantly looking for new products and new ways of serving our customers.”