Bedding Industries of America’s (BIA) successful “Fab 5” merchandising program is leading to significant sales increases for independent retailers. It also says many of those showrooms are now offering multiple iterations of the concept on their floors.
Morris Furniture, an Albert Lea, Minnesota-based, family-owned furniture, and bedding retailer since 1933, is one of the most recent success stories, with BIA’s YourComfort and YourComfort Chill lineups already dominating more than half of the store’s retail floor.
The concept has been so successful in increasing sales in the six months since the retailer installed the first two iterations of the concept, Morris is now preparing to add a third version, according to Joe Kenis, president of Morris Furniture.
Kenis attributes the success of the “Fab Five” program at Morris to its uniform, easy-to-understand presentation which he reported increases the confidence of salespeople and shoppers alike.
The “Fab 5” strategy allows consumers to try out the same mattress at five different comfort levels, ranging from firm to plush. Starting in the middle and moving either left or right depending on whether the customer seeks a firmer or softer feel, the logical progression from mattress to mattress allows them to decide which comfort level feels best with zero confusion about differing constructions or prices.
“The bedding category is crucial in a full-line furniture store for building profit, inventory turnover and trust with customers,” says Phil Carlitz, chief operating officer of BIA. “Like many other furniture dealers, the strategy for years was to show consumers a wide variety of mattresses to find the one that worked for them, which can be an overwhelming experience for customers who fear making a costly mistake, and frustrating for the salespeople.”
Instead, with an intuitive system for new sales reps, as well as seasoned employees, “The Fab Five concept positions Morris and our sales team as the bedding authorities in the marketplace. It has truly changed the game for us,” Kenis says.
With the success of the YourComfort and YourComfort Chill lineups, which range from $1,000 to $1,200 at retail, the retail executive is now making plans to add TotalComfort, the newest iteration of the concept, since Morris’ customers have expressed interest in a more affordable alternative with the same focus on comfort.
“As the market continues to change, more consumers are looking for a mattress that won’t break their budget but still provides a good night’s rest,” Kenis says. “We look forward to giving shoppers yet another good reason to shop Morris Furniture in the bedding category.”
