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Rest Assured
October 31,
2010 by in UnCategorized 
By Home Furnishings Business in on November 1, 2010
Perhaps the biggest challenge facing bedding retailers these days is getting a customer past the fear of making a purchase. With a tight economy resulting in consumers tightening up their purse strings, buying even a necessity like a new bed may be a toughand prolongeddecision.
One retailer thats been successful in moving shoppers past that reluctance is Verlo Mattress, based in Whitewater, Wis. A franchisor of company-direct bedding stores, Verlo has learned a thing or two about getting into the minds of consumersand finalizing salesin its nearly 30 years in business (Verlo celebrates 30 years of franchised stores in 2011).
Removing the Fear
We like to think that we take the fear and risk out of buying a mattress, stated Verlo Mattress President Kurt Schusterman, explaining his companys selling strategy. Buying a bed is a very personal experience, and our staff is carefully trained to determine the best sleep system for every customer.
Schusterman went into greater detail on Verlos sales strategy: Each Verlo store staffs at least one certified mattress craftsperson to demonstrate and educate consumers about how their mattress will be built. Verlo customers can rest assured that they are getting their best nights sleep possible because their bed was designed to their comfort level.
Reading the Mindset
Verlo also counts its ability to read the mindset of its customers as a key asset, one that evolves and shifts over time for the company.
Today we are transitioning our brand to a more experiential retail experience that is more female-oriented, Schusterman said. We are now concentrating more on the buying process and how we make it easier to find the right product for you as opposed to marketing just the box.
The Verlo sales mentality takes into account todays Internet-savvy bedding shoppers: We believe that the consumer is very knowledgeable when they come into our stores, Schusterman said. Most have done extensive research prior to walking in and have an idea of what is available in the marketplace. The Verlo proposition is that will custom-make a mattress to match your individual comfort needs, and that as you and your body change, we have the ability to make modification to your mattress to let you bed keep pace with the changes in your body.
If our talented sales team gets the opportunity to explain how this works, we can usually close a sale, he added. Our prices are very competitive and our quality, we believe, is superior to many other options. Getting our differentiation in the consumers mind is our true challenge.
A History of Service
The Verlo story began in 1958 when Guy Day and Dale Williams founded Wheeling Furniture Co. in Wheeling, Ill. Ten years later, they learned how to make their own mattresses and began selling them under the name Verlo Mattress Co.the Verlo name was a tribute to their wives, Verna and Lois.
In 1981 Verlo began to offer franchise opportunities, which it continues to do to this day, selling made-to-order mattresses, along with ornamental design beds, futon mattresses and accessories, bolsters and pillows in its current lineup of 42 franchise stores.
Bucking current retail trends, the company plans to expand in years to come, with new stores planned in St. Louis, Chicago, Philadelphia and Atlanta, along with a retooled effort to recruit new franchises.
Freedom of Choice
Verlos merchandising strategy is all about providing an easy, enjoyable and stress-free purchasing experience with choices to suit any consumer. Our standard floor line-up contains a progression of firm, plush and luxury plush comfort levels on varying support systems and feature-rich comfort layers, Schusterman explained.
Quality components always remain a top priority for us, as we recognize that we are creating customers for life.
Of course, given todays economic situation, price is one obstacle that all bedding retailers have to deal with. An emphasis on quality and value over bargains is Verlos strategy for overcoming this concernand standing out from the crowd.
Today the bedding retail world is a sea of sameness with price discounting, Schusterman said. People need to remember that they will spend one-third of their life for the next 10 years on the mattress they purchase, and should not let price promotion minimize their decision. ¦ Our biggest challenge is getting our story out so people can truly appreciate the value we offer.
To achieve that, the company is very active in social media, with a Facebook fan page for the company as well as individual pages devoted to many of its franchise stores. The company also encourages franchises to advertise through local print, radio and TV.
The Future
Schusterman only sees good things ahead for Verlo as the company continues to grow through additional franchises and increased market penetration. He believes a main key to that growth is a knowledgeable, well-trained sales staff, saying We have a lot of work to do, but the re-engineering effort is underway. Were in no hurry and are prudent in our desire to thoughtfully and carefully build our team with people who believe in our vision and want to be a part of a team that appreciates health and well-being. HFB