As I wrote about last week, the big summer selling holidays—Memorial Day, July 4th and Labor Day—have continued to gain importance due to the challenges that the industry is facing.
When I spoke to industry leaders at the High Point Market about Memorial Day, I noticed a disconnect between the message that manufacturers relay to retailers versus the message most retailers relay to consumers through their advertising.
Manufacturers are not focused on price. They have a story to tell with their innovative materials and mattress constructions. That story is about better sleep, and it’s something savvy and successful retailers use to not only sell product, but also improve people’s lives.
However, when it comes to sales holidays, the constant talk of how much money can be saved ends up diminishing that message.
To preserve it, a few exhibitors at High Point shared their plans to help retailers with Memorial Day sales through powerful campaigns that go beyond pricing.
1. Sleepwell is celebrating America’s 250th birthday with exclusive red, white, and blue mattresses named after famous U.S. presidents, such as Washington and Jefferson. The models feature cooling gel memory foam and individually wrapped coils. This approach to patriotism is a great way to connect with customers through a strong message. “We are one of the only companies making beds to celebrate 250 years as a country, and they have been selling like hot cakes,” said Adrian Wertz, vice president of sales for AW Industries.
2. The luxury category has been mostly stable throughout the last few years, and companies continue to make investments in this sophisticated category. Therapedic brought back its Lloyd & Penfield luxury brand with patented iFlex technology, V coils and a cooling cover. The line, which retails for $2,999 for a queen, includes three models. Kyle Borreggine, VP of specialty sales, says it brings a different price point for Therapedic dealers and offers a different approach for customers.
Shifman went deeper into the luxury category with the introduction of its new latex program. Using luxurious materials like mohair, cotton and a stretch-woven cover, the mattresses are hand-tufted and two-sided. There are 6 total models in the line.
3. Mlily is going big with its partnership with Manchester United. It made large, bold in-store displays that show three players along with information about how sleep fuels athletic performance. The company also has headboard displays with an image of Manchester United’s stadium and the Mlily logo. “These types of connections allows retailers to tell a story at a time that soccer has meaning to the masses,” said director of sales Derek Leishman. “We have also launched geo-targeted ads, since this is the world’s most-watched sporting event. This is a good opportunity to bring the message and get consumers into the store.”
4. At the recent Boston Marathon, Molecule partnered with a group of runners to document their journey. They ran a large ad on the main strip of the race to build awareness around their partnership—a talking point for retailers discussing better sleep and recovery with consumers. The partnership between Molecule and the runners will offer a behind-the-scenes look at how sleep and recovery are prioritized before and after race day, offering insight into how sleep and recovery routines are crucial to peak performance outcomes.
Mike Juoni, VP of sales for specialty bedding, said the company is working hard to provide retailers with resources and assets that will help drive meaningful traffic to their stores this summer.
These are just a few of the many examples of manufacturers doubling down on their commitments to their retail partners.
There’s no easy way to take the focus off price during a sales holiday. But if the industry continues to push strong messages about better sleep, it just might have a chance to change the game.
