HIGH POINT — As every mattress consumer through a store door becomes more and more valuable in today’s retail climate, the more important it is that the average ticket is higher.
With retail traffic down from last year by at least 10% among Furniture Today’s Top 100, retailers are eager to not only close every consumer through the door, but also to increase the value of sales tickets. Selling a $1,499 mattress is nice; building that ticket with the addition of a mattress protector, pillows and set of sheets can bump that sell up to the $2,000 mark.
Add in an adjustable base for a complete sleep system, and the sale could climb beyond $3,000.
Building a complete system, vendors of pillows, mattress protectors and top of bed goods say, makes for a complete sale that offers consumers the ability to enjoy, not only a new mattress, but all the accoutrements that can make for a great night’s sleep.
Mattress manufacturers, from the largest to the smallest, offer a range of sleep essentials to help build sleep systems, or bedding bundles.
Bedgear’s lineup of “sleep essentials,” as CEO Eugene Alletto refers to the category are just that: essential to a good night’s sleep. The extensive line of pillows, mattress protectors and performance sheets give retailers the ability to bundle a complete system for consumers.
“The consumers need these items,” he said. “Every retail store that sells mattresses should add this category to their merchandising lineup. Think of them as essential; sell the complete system. Don’t send your consumer out the door to a big box retailer to buy the things they need.”
He also points to the growth in split-head mattresses as a prime opportunity to add to a retail customer’s cart.
“Mattress retailers that are not selling this category are leaving money on the table,” said Steve Maddox, director of sales for Paramount Sleep Co., adding that if not given the option to buy at the time of the mattress purchase, consumers will go find sheets, pillows and toppers somewhere else.
“It just makes sense,” he said. “Make it easy for the consumer with a one-stop experience.”
The company’s new Joma wool, adjustable pillow features wool pearls that can be unstuffed and restuffed to meet profile and comfort preferences. Priced to retail at $249, the pillow features a zippered cotton inside cover and a Tencel and cotton outside cover.
With retail traffic down it is more important than ever for retailers and specifically RSAs to maximize every sales opportunity they have, said Derek Leishman, national sales director for Mlily USA.
“In the competitive landscape of mattress sales, success lies not only in selling mattresses but in crafting comprehensive sleep solutions,” Leishman said. “The most successful RSAs focus on selling sleep systems and incorporate accessories into their mattress pitch instead of just focusing on the mattress.”
Performance sheet supplier Sheex is optimistic that the category will continue to grow through the traditional retail channel.
Chris White, Sheex national accounts manager supplier, said the more challenging business is the more necessary it is for retailers to meet consumers’ needs for a fresh new total sleep environment.
“RSAs are primed for the big-ticket sale,” he said. “After the mattress is sold, everything else is gravy. We’re challenging retailers to lean into the category. As business gets tougher, I think we’ll see growth in the category. Retailers need those additional sales.”
See also: Eco-conscious sleep? DreamFit unveils two new sheet sets to hit the mark
