The Story: Discovery

In the “discovery phase” we did see a lot of opportunity for Keith because he has made decisions along the way that were good for that moment in time. We saw a chance to go in and tie everything together for him, helping them create a new strategy that would work on everything from their website, logo, advertising, PR efforts, product assortments, and store messaging, look and feel. In addition we created a selling process that was true to their product approach and would help them achieve better sales results. This was never about one thing, but more about tying it all together to drive profits for Bedzzz Express and deliver a better experience for the consumer.

1. The right questions

   I discovered their sales force must do a better job of asking questions and showing empathy to the consumer. Don’t ask the old five, ask the new five:

   1. How well do you normally sleep?
   2. How many hours of sleep do you need to feel really rested?
   3. Is your room dark and quite?
   4. How old is your pillow?
   5. How many hours of sleep do you typically get?

   The goal is to try to pinpoint their primary need. Their salespeople will be more effective if they convert to intention-based selling.

2. Accessories first

   I also realized they need to include the accessory products at the beginning of the sales presentation so that the customer understands the need to have the right pillow (pick one and carry it around). It also helps the consumer understand that the entire room environment or ecosystem is very important to every one’s quality of sleep.

3. Set the bar high

   Start every sale with The Comfort Test on the adjustable bed.

I saw these opportunities for Keith’s store:

1. Keith floored only one adjustable foundation model and did not display it in a case good or ornamental bed.

   Retailers like Keith have always perceived an adjustable foundation as something they need to have in their stores, and not as something they want to have. The adjustable has been on their floors just for the rare chance that a customer comes in asking for it. It was a reactive sale. Proactively offering adjustable foundations to any customer that selects a mattress that could work on one is a fairly new idea.

   Fear, though, is still the main reason why people do not actively try to sell adjustable foundations. The adjustable foundation has been marketed in the past to be a product for the sick or elderly. Salespeople do not want to ruin their credibility in a sale by offering something they feel most customers would not be interested in. The main fear that they have is the high price tag that an adjustable foundation comes with.

2. They do not use “adjustable friendly” hang tags on their adjustable friendly mattresses to educate salespeople and customers which mattress can be sold with an adjustable base.

   Keith wanted to increase his sales right? Think of the incremental volume just one of his stores would experience if they sold just ten adjustable foundations in place of ten flat foundations each month. $12,000 to $16,000 is the range of additional sales volume he would experience!

   And this works because every time a customer experiences the comfort of an adjustable foundation, they all have the same reaction when you bring the bed back to a flat foundation - they want their customized comfort back! The key to selling adjustables is simply showing them. A hang tag that identifies adjustable friendly mattresses is essential for making that transition.

3. The salespeople received little to no training on adjustable foundations.

   With proper training, salespeople will understand the exact steps they need to take to close a sale on an adjustable foundation.

   We have an experienced national training team to help retail salespeople get over their fears and preconceptions of adjustable foundations.

   They understand that making salespeople comfortable with the functions and use of the remote control helps them maintain credibility with a customer.

   They also understand that many retail salespeople find it difficult transitioning from a flat mattress to an adjustable foundation and will teach them effective transitioning techniques.

4. There was no system in place to measure the success of Keith’s salespeople.

   With a performance metrics system in place Keith could:
   • Track individual performance
   • Track total volume
   • Recognition, set goals, effective communication
   • Accountability

In every environment I’ve been in, Performance Metrics was an absolutely essential component for generating higher sales margins.

At first, I was a bit skeptical that so much change would be developed, approved and implemented in such a short amount of time. Having a client that was open-minded and ready for change, a creative team that “got it” immediately and the diligence of our internal support and printing staff is what made it happen.

Here’s what I thought when we first evaluated the situation.

1. Clutter
   Our design approach will be one of “less is more.” Their belief, which is common in retail, is that they get more bang for their buck by using every square inch. This is simply not true. It gets confusing for the customer and the eye doesn’t know where to go.

2. Beyond price, adding more value
   Their messaging is all about price not benefit. We plan to completely re-position them as a company that cares about their customer’s sleep...and how good sleep can change their customer’s life. We also can help Bedzzz Express brand their guarantees.

3. Brand image and the power of emotion
   The client fills their stores with free materials from the major bedding brands. The stores lack motivating emotional images or messaging that reinforces what makes Bedzzz Express different. It is too promotional as opposed to a sophisticated, relaxing, and contemporary brand. A branded, consistent look that incorporates their logo and tagline will greatly improve their messaging and showrooms for a better customer experience. It will even appeal to potential franchisees.

Each of these ideas will help separate Bedzzz Express from all the competition.

Here is what I recognized more specifically after assessing their online situation:

1. No search engine marketing occurring

   They are currently researching participation in Pay-Per-Click campaigns. One estimate was $1,500 a month per site. This minimal amount suggests only basic keyword coverage.

   This is an opportunity to create highly targeted and advertised traffic on a regional and possibly national exposure through our L&P SEO Program, reducing the need for SEM/PPC campaigns.

   If national exposure is successful this could open their doors to nationwide direct online sales opportunities for additional accessory items (CPG), if they are open to this additional business opportunity and we all approve.

2. Site architecture is not optimized for visitor conversion

   As a result, the site conversion rates from SEO or SEM are low resulting in high abandonment rates due to site inefficiencies.

   We could help them convert highly targeted and web advertised traffic on a regional (and possibly on a national scope) into sales opportunities.

3. Not measuring or receiving report analysis of web site traffic

   There is a significant opportunity to understand site traffic patterns and provide targeted marketing optimization of the site navigation and product promotional content.

4. Content is not optimized for the web

   Keith’s site product content is mostly ad based images merged together in a format which could confuse the customer’s decision processes and also deter the process of establishing Search Engine relevance through normal indexing processes.

   L&P can help them setup an optimized and target marketing based merchandising display system.

   This will better support their customers purchasing cycles and increase conversion rates of their site traffic, as well as speed up site media delivery which will also contribute to better site conversion rates.

5. Online Brand Positioning and Awareness

   Here is a chance to dramatically elevate the view of their online brand as a quality regional retailer and possibly growing into a nationally known online retailer of high quality (CPG) sleep products and accessories - if they wish to take advantage of this segment of the business potential.

The role of public relations is often boiled down as media relations or earned media. Media relations is simply one part of the picture. Bedzzz needs to consider other tactics associated with the discipline such as community relations, which includes community involvement, events and sponsorships.

This is what I discovered in particular:

1. Intermittent sponsorship

   I discovered that Bedzzz has supported several causes over the years, particularly local schools, but there has been no strategic plan or guidelines on donations and community involvement.

2. Absence of media relations

   While Bedzzz is the city’s largest advertiser for the mattress category, no attention has been paid to earned media coverage.

3. Awards

   Bedzzz provides one internal award. They acknowledge the highest sales by associate on a monthly basis, but there is no cumulative award for the year.

4. Promotions

   There are no true promotions. They consider each week’s advertisement a promotion, but it’s only pricing. There is no offer given. They have not explored promotional partnerships.