GARDENA, Calif. – Sit ‘n Sleep was the first major retailer to install the SmartLife by King Koil on its floors, and the 37-store chain points to three key factors in its selling success of the line.
Nelson Berceir, president and co-owner of the retailer, said the company built its success on training the RSAs, incorporating patience and persistence in showing SmartLife to mattress shoppers.
The retailer first floored the SmartLife bed in 2020, and Bercier said his team saw an opportunity to combat Sleep Number, which advertises heavily. Sleep Number was taking share in Sit ‘n Sleep’s West Coast markets. King Koil introduced the line in Las Vegas Market in 2019.
“We didn’t have a comparable product, but once we put SmartLife in place, we were able to compete,” Bercier said. “In fact, sales of SmartLife have consistently surpassed what I thought would be possible because we have created door swings. We’re not just trading one big “S” brand sale for another. In adding SmartLife, we are generating traffic that we never would have had otherwise.
“Today, when a customer comes in asking for that nationally recognized air bed — and this happens very frequently because they have been sold on the marketing — our sales associates are able to engage them,” he said. “Without SmartLife, we lose that opportunity.”
The SmartLife algorithm powers 80 patented smart cells and eight independently controlled zones that adjust to fit a consumer’s body shape, weight and sleeping preferences. Programming, monitoring and data analysis are managed through an app.
“I firmly believe when you have a unique category on your floor, you have to show customers that you are invested in it,” Bercier said. “Consumers want choices, and success demands a good, better, best presentation.”
Sit ‘n Sleep floors three SmartLife models priced from $4,999 to $5,399 in queen, offering three different comfort levels.
“Nelson and his team have an extraordinary ability to sell a range of product, so we were confident from the start that they would do an exceptional job of presenting the product to consumers,” said David Binke, CEO of King Koil. “Several years down the path, it’s clear that their strategy of patience, persistence and great training are paying off. They consistently do an excellent job with SmartLife every single month.”