The Train Track Theory Of Merchandising
+ How To Implement The Approach In Your Store
Brought to you by Therapedic
Mattress merchandising is difficult. With an abundance of products and so many unique features for consumers to get excited about, it’s tempting to floor a single item that is trending. However, this can derail your sales. Instead, merchandising in collections creates a more integrated selling story that will help you or your RSAs to lead the customer through.
Therapedic International recently launched a video series called ‘Inside Track with Gerry Borreggine’ covering useful selling tips on merchandising, advertising, store appearance and more. The premise is that the dealer’s ability to make the sale will increase in direct proportion to their ability to connect with the consumer. ‘Inside Track’ offers retailer-focused strategies and tips for in-store and online sales growth, drawing on Borreggine’s 20-plus years of retail experience in a family-owned chain of mattress stores.
How to Build The Train Track In Your Showroom
In the ‘Merchandising’ episode, Borreggine talks about merchandising by mattress collection, rather than items, to provide a continuous train track to direct shoppers up, down, and across the aisle in your store. With collection merchandising, RSAs show a broader array of products and step up the consumer to models that best fit their budget and preferences in terms of comfort, features and benefits.
Bringing in only one model does not allow for that flexibility and can be a “category killer.” It leads to a dead-end in the sales conversation. “It’s like a break in the train track. You get stopped there,” says Borreggine.
When moving along that train track to more premium models, keep in mind that the step-up stories that perform best are those with clear, specific and consistent value propositions demonstrated by a straightforward and simple-to-understand theme. A great example is the Immunity Collection from Therapedic, a line that is ideal for the growing group of health-conscious consumers looking for supportive comfort with a natural and antibacterial story.
The collection is well-rounded, offering six distinct models that allow the RSA to point out the different features and benefits of each bed. The collection’s unique theme of high copper content offering wellness benefits is straightforward, and the step-up story is clear and consistent with each model featuring increased comfort layers, plusher feel and added cooling technology.
The collection also makes it easy for the customer to see and feel differences in profile height and comfort feels, and at the top of the line, they’ll be able to experience the cooling technology. The RSA can point out that each model name is based on a copper theme and each model has copper woven into its details. These seemingly minor characteristics create cohesion and demonstrate thoughtful design—ultimately conveying increased value.
Although every sale may not go straight to the top of the track, each walk through the lineup will lead to a better understanding of what features and benefits matter most to the customer. This also allows the RSA to then walk the customer back down the line to a model just right for them, but a step-up from the opening price point item.
Key Takeaways: Why merchandise in collections?
- It creates an opportunity to get to know the customer better. As you introduce each model’s unique features and benefits as well as comfort feels, you’ll get a better sense for what the customer really wants. You’ll also gain a chance to get to know them and build rapport.
- It maximizes the in-store experience. A comfortable and open conversation paired with a top-of-the-line experience could end in a larger ticket than an online shopping trip.
- It creates clarity. Mattress models can look similar on the outside, but a deeper explanation of the difference in construction as well as that gradual step-up track organization can help clarify the differentiators and demonstrate why they matter.
- It creates cohesion. Not only does the train track set-up create a story that clearly differentiates each model from the next—it also gives a sense of continuity and cohesion across the entire line-up. It’s an excellent opening talking point too: what does your customer value most?
Eager for more tips on how to engage consumers and build an inviting showroom? Don’t miss Therapedic’s ‘Inside Track with Gerry Borreggine’ series. This new library of videos is completely free to all mattress retailers nationwide.
