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From Home Furnishing Business

Boyd Revamps My Mattress Now Program

Boyd Specialty Sleep has redesigned its My Mattress Now program and revamped its shipping service to current and prospective brick-and-mortar retail customers at the Las Vegas Market

Introduced in the spring to help stores compete more effectively with online-only retailers, Denny Boyd, president, said not only has the online market “virtually tripled in size” since then, but “online-only dealers are driving the misconception that brick-and-mortar stores are ‘overbearing and overpriced.’”

Boyd said the restructured program empowers stores to compete against online-only deals, and give consumers the opportunity to try out mattresses in the stores. It also allows consumers to either buy it in the store or online from the store. 

“Either option carries the same low price, delivered to the shopper’s door,” Boyd said.

Boyd also developed new advertising concepts to help retail partners market the service.   

The My Mattress Now service simplifies and narrows the consumer’s choice to two Broyhill Sensura models that use components like gel-enhanced memory foam, channel venting and phase-change materials. 

“The Broyhill beds offer shoppers a recognized and trusted brand, far better feels, plus tailoring that’s often found on higher priced models,” Boyd said.  

Under the terms of the program, Boyd will UPS single orders of either Broyhill model to retail shoppers—at their option—at a cost to retailers of $20 per order. Brick-and-mortar stores that stock and floor Boyd’s Broyhill beds can have Boyd ship their orders same-day from the company’s 60,000-square-foot warehouse in St. Louis or its 320,000-square-foot warehouse in Los Angeles. Both facilities stock the beds, and they are ready for immediate shipment.        

Stores using the My Mattress Now program need not be concerned about inventory shrinkage or consumer calls about deliveries or product problems, Boyd said.     

“We have a large staff of well-trained, knowledgeable people at the other end of our toll-free number,” he said. “Many of these employees have been with us for 15 to 20 years. They know our products and are skilled at answering questions, diagnosing problems and making the customer happy.”

Retailers could use their delivery savings to incentivize floor salespeople to promote the program to shoppers, Boyd said.

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