Patent Application
20120179555
The present invention relates to a method of merchandising a product, and, more particularly, to a method of merchandising a bed support to the end user for supporting a box spring and mattress that provides a premium level of support thereto.
There are four distinct competing and conflicting interests or parties that are involved in the purchase of case goods (wooden bedroom furniture), and more specifically, headboards, footboards and wooden side rails. Taking those interests individually:
I. Furniture Manufacturer
The furniture manufacturer supplies the wooden bedroom furniture and, at the present, there is no standard method to provide support for a mattress and box spring. The furniture manufacturers view supports or slats merely to provide a method of holding the mattress and box spring from falling through to the floor. The manufacturing process itself is driven to minimize material costs.
II. Bedding Manufacturers
All major bedding manufacturers universally require a bed frame with a rigid center support when selling their products. However, when the bedding is sold with wooden beds (those utilizing a headboard and a footboard) there has never been a standard system offered with quantifiable levels of support. The wording on warranty cards provided by bedding manufacturers typically refer to a support or the use of hardwood slats with headboards and footboards that utilize wood rails. The bedding manufacturers therefore have had to accept the support systems included with wooden beds because it is typically included as part of an overall package. The bedding warranty cards, however, require minimum levels of support.
III. Retail Furniture Store
The retail furniture stores typically order wooden beds complete with matching side rails and supports from the furniture manufacturers. The retail furniture stores normally include the support system in the price of the complete bed, that is, the headboard, footboard and rails. The delivery personnel are faced with a multitude of support systems that require varying degrees of skill and time to assemble, leading to installation errors. Furniture retailers do not focus any consumer attention on support systems.
IV. Retail Consumer
There is no perceived value on the part of the retail consumer with the wooden or metal support systems. Those systems are simply considered part of the hardware necessary to assemble a complete bed. Thus, the retail consumer is unaware of the problems associated with providing minimum levels of support that are inadequate to support luxury bedding that has substantially increased in weight. There are, therefore, increased warranty problems with bedding and increased service calls to retail furniture stores to re-adjust support systems that have failed.
The culmination of the above-described situation taking place between the differing parties has led to multiple problems for each of the four groups. Some of the problems are recognized within the group and some are not. Those responsible for particular problems are often misidentified. The issue of bedding failure at the consumer level is often cause for dissatisfaction and loss of future profit at the retail level although the furniture retailer in most cases is unaware of the issue and continues to pass the responsibility of the support system on to the furniture manufacturer. The bedding manufacturers see a higher rate of warranty claims but recognize the retail consumer as the issue for improper support rather than the retailer furniture store or furniture manufacturer. Resolving this issue would be a benefit to all parties involved.
Recognizing the parties involved in the delivery of retail bedding and the problems that each group needed resolved, the present bed frame merchandising method was developed. This method introduces the system of up-selling a retail consumer a premium support at the point of sale of furniture, bedding and/or mattresses sets. The system involves the marketing of premium supports that far exceed the warranty and structural requirements for wood beds and mattress sets. The present method functions through the use of several unique marketing strategies. The entirety of the method is covered under the concept of the Bedbridge Certification Program.
In this program, the furniture is identified and labeled with hang tags or tent cards as being usable with the step-up premium support, thus calling the retail consumer's attention to the choice available. The method uses a modification to the warranty card provided by the bedding manufacturer in which not only is the minimum standard of mattress support shown but the preferred, premium support is identified and thereby endorsed. Additionally, brochures are produced which identify for both the retail sales associate and the retail consumer, the features and benefits of the premium support above those supports that they already own or may be included with a new bedding purchase.
Finally the method of the present invention calls for internet access of information and ordering of the premium supports. This allows the customer to step-up to a better support without the need for a brick and mortar store.
The issue of premium bedding support is a benefit to the mattress manufacturer and the furniture manufacturer because of the long term benefits to their product structure and performance. Premium support availability and compatibility is also seen by the consumer as an added feature to be set out and will enter into their purchasing discussion.
The front face 20 of the hangtag 16 is brightly colored and has distinct graphics to draw attention to the hangtag 16 and to recognize it as a repeated and desired image throughout a retail showroom. The back face 22 of the hangtag 16 (
This is also true of bed supports that have not typically been choices available to customers. The warranty card 32 identifies the typical adequate support 38 and also the preferred maximum premium support 40.
Retailers have adopted many promotional methods to enhance mattress sales through advertisements and point of purchase material. One of the most common offerings is to provide a “bonus” or “free” bed frame with the purchase of a set of bedding as an inducement to the retail consumer. Accordingly, it is commonplace for furniture retailers to provide promotional quality bed frame or support systems that comply with the minimum levels of support required by the bedding manufacturers. It is also common for a retailer to offer an upgraded bed frame through the use of point of purchase displays. The method typically focuses on minor points of construction. No retailers are currently offering upgrade premium support systems to the consumer.
The retail consumer is approached from a totally different vantage point. Bed frames and support systems are, under the present invention, merchandised by differentiating and pointing out a progression of support. This is best accomplished by incorporating and focusing the attention on the bedding manufacturer's warranty card as a sales tool as is seen in
In addition to retail point of purchase and mattress warranty card information the consumer can find warranty information online at mattress manufacturer's websites as shown in
While the present invention has been set forth in terms of a specific embodiment or embodiments, it will be understood that the present method of merchandising a product herein disclosed may be modified or altered by those skilled in the art to other methods. Accordingly, the invention is to be broadly construed and limited only by the scope and spirit of the claim appended hereto.
This application is based upon and thereby claims the priority to U.S. Provisional Application Ser. No. 60/613,389 filed Sep. 27, 2004 and entitled “METHOD FOR MERCHANDISING A PRODUCT”.
| Number | Date | Country | |
|---|---|---|---|
| 60613389 | Sep 2004 | US |
| Number | Date | Country | |
|---|---|---|---|
| Parent | 12927985 | Dec 2010 | US |
| Child | 13200609 | US | |
| Parent | 11236327 | Sep 2005 | US |
| Child | 12927985 | US |
