From the Publisher: Summer 2017

It’s hard to believe that we’re already halfway through 2017—but here at Sleep Retailer, we’ve been busy thinking about the future. What’s the next material trend? Which social platform will change the way consumers shop? What retailer will Amazon buy next?!

For this issue of Sleep Retailer, we’ve taken a closer look at new ways bedding companies are adapting to the changing world. Within these pages, you will find a wide range of innovative products, practical tools and proven strategies—all aimed at delivering greater success in today’s retail environment. This issue spotlights a variety of bedding companies that are taking a more holistic approach to making and selling their products. More than simply offering high-quality mattresses or sleep accessories, these brands have created comprehensive programs that provide tangible solutions at every stage of the customer’s buying process.

This theme of purposeful ingenuity is at the core of this issue’s cover story with Spring Air. Under the guidance of President Nick Bates, the company has developed a dynamic new strategy for engaging with consumers in meaningful ways. From leveraging new digital programs to updating its product styling and fostering a new social benefit philosophy, the company truly understands what today’s customers are looking for from their mattress buying experience.

The journey towards buying a new mattress looks very different than it did even a few years ago—and having a strong digital strategy is more important than ever before. For retailers looking to strengthen and expand their web presence, this issue includes two informative features on sales-boosting online strategies. For our Q&A, we turned to Reverie, Restonic and Beautyrest to learn more about the different digital resources and support they offer to their retail partners. We are also excited to welcome Jeff Giagnocavo back as a special contributor to this issue. Giagnocavo offers his keen insights on how to develop a high-performing website.

But a strong digital strategy is only the first step to retail success. Companies like Protect-A-Bed and Talalay Global have developed new cross-platform marketing strategies and creative in-store merchandising programs that aim to help retailers connect with their customers in compelling ways.

Of course, the product itself is still the most important part of any sales strategy. As the interest in wellness continues to grow, today’s consumers are looking for solutions-oriented features and innovations. Our Product Focus highlights an array of mattresses and accessories that deliver real health benefits through advanced performance materials and technologies—from PureCare’s technical textiles to BEDGEAR’s proprietary performance fabrics.

While comfort and quality reigns supreme, convenience has become a crucial attribute for many consumers. This summer, we’re seeing a variety of creative new takes on the boxed bed trend and a growing number of adjustable and multi-functional sleep accessories.

As a whole, this issue of Sleep Retailer explores a wide range of tools and strategies today’s retailers can use to connect with their customers. By delivering real solutions at every stage of the shopping experience—from creative marketing to meaningful product features through easy delivery and set-up—the bedding industry is creating invaluable new sales opportunities that will stand the test of time.

—Christopher Schriever

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