COLONIAL LLC DRESSES BEDS TO IMPROVE SALES - SLEEP RETAILERS' MAGAZINE
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SLEEP RETAILERS’ MAGAZINE
www.bedroomretailers.com Spring 2013
GREEN CERTIFICATION
MATTRESSES DRIVEN
BY SCIENCE
Q&A: SELLING PACKAGE
W FORMAT
NE
COLONIAL LLC
DRESSES BEDS TO
IMPROVE SALES
IN THIS ISSUE HIGH POINT
MARKET GUIDE
SEE PAGE 13
8 COVER STORY
Colonial LLC Dresses Beds to Improve Sales
DEPARTMENTS
6 Editors’ Picks 26 Features from the Editors
12 Marketing Update 26 Mattresses Driven by Science
12 WorldBed Studio Enters Market 28 Materials Update
with ComfortTop Mattress Line and
28 Hickory Springs Introduces New ProACT
Person-For-Person Donations
Innerspring and Preserve Hi Flo Foam
14 Carolina Mattress Guild and “Going Green”
30 Guest Column
16 Kingsdown’s Sleep to Live Institute Unveils
New Website to Educate Consumers and 30 Michael J. Breus, PhD
RSAs on Sleep Research & Science
32 Accessories Update
17 Comfort Solutions Releases Retailer Video 32 Naturepedic Breaks New Ground with
About New Flare Mattress Advance Organic Adjustable Bed
18 Features from the Editors 33 Gold Bond to Feature Its Burgeoning Futon
18 The Certification Process Line at High Point
14 20
Pure LatexBliss Introduces World’s Best
20 Mattress Update Adjustable Foundation
20 Simmons Steps into 2013 with Changes
34 FXI Introduces Eco-Friendly BIOS Sleep
and Success
System Toppers
22 Kluft’s New Collection Puts Luxury
Mattresses Within Reach 36 Features from the Editors
Jamison Brings English Garden Beds to 36 Q&A: Selling Package
American Market
38 Back Page from the Publisher
24 Naturepedic Introduces Essentials Organic
Luxury Mattresses
26 28
25 Gold Bond Rounds Out Mattress Lineup
with New “Classic Collection”
ADVERTISERS Fabrictech International 15
www.fabrictech.com
Pure LatexBLISS 3
www.latexbliss.com
Spring Air International BC
www.spingair.com
Blu Sleep Products 37 800.785.8563 404.260.7421 617.884.2300
www.blusleepproducts.com IHFC M528
Jamison Bedding 29 Sustainable Furniture Council 21
866.973.7614 www.jamisonbedding.com Shifman Mattress Company 38 www.sustainablefurnishing.org
Boyd Specialty Sleep 23 615.794.1883 www.shifmanmattress.com 919.967.1137
www.boydspecialtysleep.com IHFC M531 888.744.3626
World Market Center (LV) 5
314.997.5222 310 N. Hamilton Suite 301
Kingsdown, Inc IBC www.lasvegasmarket.com
Chili Technology 25 www.kingsdown.com Sleep Innovations Inc 31 702.599.9621
www.chilitechnology.com 800.354.5464 www.sleepinnovations.com
World Market Center (HP) 35
877.235.6271 888.999.0499
Leggett & Platt 19 www.highpointmarket.org
Colonial LLC 7 www.leggett.com South Bay International IFC 800.874.6492
www.colonialllc.com 800.888.4569 www.southbayinternational.com
336.862.7380 IHFC C603 800.723.0316
4 BEDROOM Spring 2013
cover STORY 8 BEDROOM Spring 2013
cover
STORY
COLONIAL LLC DRESSES
BEDS TO IMPROVE SALES
“We want to know, what’s not working for you?” This, in essence, is the
key question Colonial, LLC, a display and branding company,
regularly asks the companies it serves.
By Christopher Schriever Since 1982, Colonial has been working directly with cli-
“We want to know what our clients’ branding, marketing ents to solve these problems, raise brand awareness, elevate
and distribution problems are: whether it’s RSAs having a potential buyers’ perceptions about the value of their prod-
tough time keeping up with changing product specifica- ucts, and find other ways to help both manufacturers and
tions, a shortage of or ineffective floor displays or simply retailers increase their sales.
having trouble getting its brands to stand out from all the The High Point, North Carolina-based company does this
others,” explains Colonial’s president, Mark Hobson. “Any in several ways. One way is to survey its clients to identify
one of these areas can result in significant lost sales and weaknesses in three key areas: design strategy and brand
lower profits.” positioning, and sales effectiveness and revenue drivers,
www.bedroomretailers.com 9
cover
STORY
plays (which can include flaps and pockets for
price cards, information sheets and more that
provide RSAs and consumers with sales infor-
mation) reach retail outlets simultaneously
with the floor samples.
Hobson points out that Colonial’s approach
is unique in that it also conducts expert
marketing research to help understand what
causes consumers to decide which bed is right
for them. For example, a recent, ground-break-
ing consumer-reaction study it commissioned
revealed that an attractively dressed bed is
far more likely to appeal to consumers than
an unadorned one and also increases their per-
ceptions of its retail price. For example, the
study showed that many consumers found one
bed, dressed with pillows and a foot protector
42% more appealing and of 59% higher quality
than the same bed, undressed. As a result, if
they are pleasantly surprised to learn that the
followed by cost efficiencies and ROI. The bed’s cost is less than they had expected, they
Colonial’s experts work survey is designed to assess a broad array are far more likely to buy. The study also in-
with each client to of key activities, ranging from whether
a manufacturer is providing stores with
dicated which variations of pillow design and
fabric colors tend to increase these positive
design an effective marketing materials that appeal to customers
to whether RSAs have enough easy-to-absorb
perceptions even more. But the survey also
revealed that some styles, designs and color
branding strategy and information to explain to consumers the selections could actually make a dressed bed
merits of the mattresses on display. The look less appealing than even a bare one. In
produce appropriate questions are also designed to evaluate a other words, beauty (and appeal) is most cer-
manufacturer’s ability to track marketing tainly in the eye of the beholder! “These find-
display accessories... costs and the effectiveness of the display ings give credence to one key company phi-
materials it provides to retailers. Together, losophy: that consumers decide to buy things
to make the display the answers to these strategic questions that trigger an emotional response before they
models eye-catching guide Colonial’s assessment of how it could
help a manufacturer grow by selling more
justify their decision intellectually,” Hobson
points out. “Consumers equate an attractively
and attractive at retail. mattresses at retail.
After the initial meeting, Colonial’s experts
accessorized bed with elevated quality and ap-
peal and that equates to more value.”
work with each client to design an effective He adds, “Our understanding of the mat-
branding strategy and produce appropriate tress industry, and what influences custom-
display accessories, such as pillows, shams, ers’ buying decisions, along with more than
foot protectors and headboards, to make the 25 years of experience in helping mattress
display models eye-catching and attractive at manufacturers create compelling branding
retail. And, the company prides itself on being and sales presentations makes Colonial the
agile and versatile enough to serve its clients’ leader in our category. We don’t just offer
needs efficiently. Colonial is set up to conduct our clients attractive display options. We
each step required to provide the display ma- also help solve problems that may be hurt-
terials—designing, manufacturing, packaging ing their brand recognition while delivering
and distribution—in-house. This ensures that profitable, sales-building solutions.”
its entire array of Top of Bed products and dis- Visit www.colonialllc.com. ✤
10 BEDROOM Spring 2013
cover
STORY
COLONIAL’S EXECUTIVE TEAM REFLECTS AND EXTENDS
ITS MOST IMPORTANT ASSET: EXPERIENCE
Since its establishment as a family-owned-and-operated company in 1982, Colonial
Colonial’s record of
has become the leading provider of and innovator for display and branding products in
the mattress industry. Today, the company employs more than 300 sewers, manufac- success has helped it to
tures products in multiple factories in the United States and offshore, and operates up
to three shifts daily to ensure it has the capacity to meet growing client demands.
both develop and recruit
The company prides itself on its simple, direct, approach to meet its clients’ needs: top-level managers with
Its experts hold detailed, one-on-one conversations to understand each mattress manu-
facturer’s or retailer’s unique challenges, discover their objectives and help them to extensive experience in
develop effective marketing and branding solutions. the industry.
Colonial’s record of success has helped it to both develop and recruit top-level manag-
ers with extensive experience in the industry. Mark Hobson, who became the company’s
president in January, after joining the company at the start of 2011, previously worked for
Sealy, filling a variety of senior sales and marketing roles for more than 25 years.
Also in January, Wes Keever, formerly vice president of sales, was promoted to execu-
tive vice president of sales while Jimmy Keever, who had been vice president of marketing,
was promoted to chief operating officer. Both are new positions, as is Hobson’s.
“As integral participants in Colonial’s growth and expansion in the industry for many
years, Wes and Jimmy have acquired an enormous amount of knowledge and experi-
ence across all aspects of this unique and growing business,” Hobson explains. “Their
new roles will allow us to make the most of their skills and talents and are an example
of the resource investments Colonial is making to identify and solve our clients’ display
and branding challenges and, thereby, help them to sell more mattresses.”
www.bedroomretailers.com 11
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