Spotlight on SONU Sleep

September 24, 2023 Tambra Jones

THE SONU STORY

SONU was founded by business partners and friends, Stason Strong and Brad Hall. Stason is an engineer, inventor and serial entrepreneur with a meticulous eye for design, while Brad Hall is a CEO and business guru with a background in the medical field and a talented mind for efficiency. The two, with their complementary skill sets, have formed multiple successful businesses together, and both have always taken note of their quality of sleep and the immediate effects it has on their creativity, productivity and overall performance during the business day, as well as their general happiness, liveliness and physical health. Stason and Brad determined that in order to more thoroughly conquer all of their goals, they needed to attain consistent and fully rejuvenating, top quality sleep.

Many factors go into the quality and effectiveness of a night’s rest - comfort, temperature, noise and stress levels all play large rolls in a sleeper’s abilities the following day. As noise and stress levels are only solved on a case-by-case basis, the founders set their sights on extreme physical comfort by researching the reasons most sleepers never attain motionless slumber with an optimal sleeping position that lasts through the night. The problem has quite literally been right under us the entire time - the traditional flat mattress.

The mattress, in one form or another, has been around since the start of human history – created first by our early ancestors gathering “bedding” tens of thousands of years ago, and slowly improved on ever since, including the elevated sleeping structures of the ancient Egyptians and Romans, the ornate straw filled furniture of the Renaissance, and the factory-produced beds in the wake of the Industrial Revolution. Since the introduction of coil spring technology in the 1870s, the mattress has not changed much; even to present day. Materials are constantly updated, accompanied by claims of newfound comfort, but the mattress has always been just a spongy flat rectangle… until now.

“The world has been sleeping on flat beds for centuries,
but the human body is not flat...”

After much research, countless development iterations and thorough testing, Stason and Brad have pinpointed the problems with the traditional flat mattress design... and solved them. The SONU Sleep System was born. Never before have sleepers been able to fully immerse into the mattress. The patented Comfort Channel and layered Support Pillow system allow for the full range of motion of shoulders and arms within the bed, not just on top. Molding to the sleeper’s unique shape and desired position, the system greatly reduces pressures that have long thought to be unavoidable. Couples enjoy sleeping and embracing without undesirable pressure on arms caused by traditional mattresses. Side-sleepers benefit from not needing to roll-over to relieve pressure on arms and shoulders constantly, resulting in sound sleep throughout the night. Joint and muscle pain, chronic discomfort and injuries in the neck, arms, shoulders and chest can be greatly reduced by SONU's unique immersive support system. The sides of the Comfort Channel also act as hand supports when holding a device or book, reducing hand and wrist tension when reading and watching. Sleepers who snore on their backs can finally roll to the side to help alleviate snoring without the discomfort traditionally experienced. The founders identified each of these goals and created the SONU Sleep System to address them all.

“It is now time for a change.”

The name “SONU” was derived from the word “sono” which means “slumber” in Portuguese. While Stason was in Brazil in 2014, he first came up with the idea of a bed that allows sleepers’ limbs to immerse into the mattress to alleviate discomfort and elevate quality of rest. Years later, after teaming up and perfecting the design, Stason and Brad named the company “SONU", commemorating the location of the idea’s first inception, with the root word in Portuguese, while swapping in the letter “U” to create their own unique ending to symbolize the shape of the company’s patented Comfort Channel.

The founders and the entire team here at SONU now invite you to experience an entirely new world of relieving rest and satisfying comfort. It is finally time to sleep like never before...

Introducing the world's first mattress designed for side sleepers. Finally allow your arms to rest where they're meant to, so you can get the best sleep of your life. The patented Comfort Channel and Support Pillow system molds to each sleeper’s desired position, greatly reducing pressures that are unavoidable with all other mattresses. The result is a truly unique level of comfort and unforgettable sleeping experience.

What’s Included

100 Night Trial: Try out a SONU risk-free at home. We're certain you'll be in awe when you immerse yourself in comfort, but if somehow you're not, we'll come and get it and give you a refund. For details visit the 100 Night Trial page.
SONU Sheet Set: Every SONU comes with a set of custom white sheets and pillowcases designed to fit the Support Pillows and Comfort Channel of your new mattress.
The Patented SONU Comfort Channel: The only mattress that allows your arms and shoulders to fully immerse into the bed, made possible by the Comfort Channel.
The Support Pillows: Each SONU Sleep System comes with 4 support pillows that fill the Comfort Channel (2 for Twin XL). On top of these support pillows, at least one top pillow per sleeper is required. We recommend the SONU Top Pillow Deluxe as it is designed to work with the system.
Premium Materials: At 14 inches deep and constructed from 26 pieces of premium high-resilience CertiPUR-US® certified environmentally friendly foams, the SONU is durable and built to provide ideal support in all the right places.
Sink-In Support System: Enjoy full range of motion below the surface, while leveling the spine to enable a satisfyingly balanced comfort impossible to achieve on any other mattress.
Adjustable Head & Neck Layers: Change the resting height of your head to perfectly level your neck while side-sleeping. Laterally malleable pillows allow consistent vertical support while accommodating relaxing space for shoulders and arms.
Channel Waterfall: Soft cover material flows seamlessly down into the Comfort Channel, ensuring all surfaces touched while sleeping are free of fabric joins to allow for an all-encompassing smooth experience.
10 Year Warranty: Built in the U.S.A. to last, we guarantee the top-quality materials and construction of every SONU.
Free Shipping: Your order includes shipping to anywhere within the continental U.S.
* Extra charge to ship to Alaska and Hawaii.

Every Side Sleeper's Dream

Prepare for comfort you never thought possible. The SONU Sleep System reduces pressures in a way that will rejuvenate you every night. No other mattress even comes close.

**Fall Asleep Faster**
The SONU's patented Comfort Channel can greatly reduce tensions in your arms, neck and chest, helping you fall asleep faster.

**Comfort for Couples**
The multiple layers of the SONU Support Pillows allow couples to embrace with minimal arm and shoulder pressure.

**Enjoy Deeper Sleep**
The SONU's Sink-In Support System allows for better breathing and less arm pressure, reducing the need to wake up and roll over.

**Ergonomic Support**
The sides of the Comfort Channel also act as hand supports when holding a device or book, reducing hand and wrist tension when reading and watching.

Explore The Innovations Unique To SONU

The Comfort Channel
Never before has a mattress enabled sleepers to fully immerse into the bed. The patented Comfort Channel of the SONU Sleep System allows for the full range of motion of the shoulder and arms within the mattress, not just on top. Side-sleepers benefit from not needing to roll-over to relieve pressure on arms and shoulders constantly, resulting in sound sleep throughout the night. This is enabled by the Comfort Channel’s 10 inch deep negative space and it’s complimentary Support Pillows that have been engineered to perfectly support the sleeper’s upper torso while relieving pressure on the limbs.
The Support Pillows
The patented Support Pillows of the SONU Sleep System are the key to the unique immersive support system. Each SONU has a stack of two layers of Support Pillows, totaling four pillows for King and Queen sizes, and two for Twin XL. Within each Support Pillow are individual layers particularly engineered to allow the pillow to be laterally malleable while maintaining ideal vertical support. The Support Pillows are designed for a head pillow to be placed on top of them for optimal head support, while allowing room in the Comfort Channel for a sleeper’s limbs, enabling the perfectly supported sleeping position.
Sink-In Support
The SONU Sleep System is designed to align the spine while side-sleeping, enabling reduced tensions, better breathing and sound sleep throughout the night. This feat is accomplished by allowing the shoulders to immerse into the Comfort Channel, leveling the vertebrae in the neck, while supporting the upper torso, leveling the vertebrae in the upper back, and finally, allowing the hips to sink in, leveling the vertebrae in the lower back. When in a back or stomach sleeping position, the system also conforms to maintain a level surface for optimal support, as it has been specifically engineered to provide this unique Sink-In Support, only available with a SONU.
Channel Support System
The Comfort Channel is made up of three outer walls that attach to the foundation layer and main body of the bed. This structure creates the optimal shape of negative space needed to allow the sleeper’s limbs to fully immerse below the surface. The properties of this structure have been designed to support the lateral pressures required by the Support Pillows to maintain ideal vertical support needed for the upper torso while allowing full range of motion within the bed. The side structures also act as hand supports when holding a device or book, reducing hand and wrist tension when reading and watching.
Upper Torso Relief
In order to achieve the unique level of comfort provided by The SONU Sleep System, many engineering obstacles were overcome that set it apart from all other mattresses. One of these obstacles was to allow the system to be able to support the upper torso of a sleeper, most commonly the heaviest part of the human body, all while allowing the shoulders and arms to immerse into the bed, dramatically reducing the weight normally required by these areas to support the upper torso. The gradating levels of support within the SONU have been engineered to accomplish this goal precisely, resulting in a truly unique level of comfort and unforgettable sleeping experience.
Cooling Layers
A 2 inch thick layer of plush cooling material covers the entire top surface of the SONU. This cooling topper allows for the different support sections to be blended seamlessly into one, providing the proper support under the upper torso while allowing the hips to sink to align the spine, all while staying comfortably soft and cool to the touch. This material is also present at the base of the Comfort Channel and in the outer layers of the Support Pillows, enabling a matching experience of comfort and cooling for all parts of the sleeper’s body that touch any surface of SONU.
The Cover
As with all elements of the SONU Sleep System, the outer cover is both unique in its form and function. Its material is particularly stretchy to accommodate for any extra space required by immersed shoulders and arms, as it covers the entire unique shape of the mattress, including into the base of the Comfort Channel and outer cases of the Support Pillows. The top edge of the Comfort Channel, where the sleeper’s upper torso rests, has been designed to ‘waterfall’ into the negative space, eliminating all seams and any possible discomfort in this critical area. The cover material is durable and long-lasting, while being incredibly soft, smooth and cool to the touch. French seams and double stitching frame the signature encircling stripe, while complimenting the custom dual tones and timeless diamond stitching that swathes the entire SONU.

Made In The U.S.A.

The SONU Sleep System was designed and developed in California, and is manufactured only in the United States
- made with the highest quality materials and attention to detail for our loyal customers.
* The SONU Sheets are an imported product. All other SONU products are made in the United States.

World of Waterbeds, Akva Denmark part 1 • by Lars Brunso

September 20, 2023 Tambra Jones

A Waterbedtime Story™ sponsored by InnoMax Corp.
Foreword & captions in italics by Irvin Saathoff

Foreword: I am very pleased to introduce Lars Brunso of Akva in Denmark as contributing author of the first World of Waterbeds installment. Having first met Lars in 1986 at an international waterbed symposium in Dusseldorf Germany, I have been an ardent fan ever since because he has remained true to his commitment to excellence in advancing product technology and design.

Says Lars: So I’m still standing with Akva Waterbeds in Denmark after 42 years (1981). We have 3 focus issues that are; Quality, Service and Design. Today I’ll talk about Quality. We produce everything under one roof here in Ry, Denmark. Our building size is 5,000 sq. meters (53,820 sq. ft.) and houses our mattress, carpentry, bolstering, foam, lacquering and sewing departments.

The vinyl we use is phthalate free and double laminated since April 2000 and produced in Germany and Sweden. Wood and textile is all from Europe too. No import of raw material outside Europe. The result is consequently high quality in our product. The machines in our production comes all from Germany, Sweden and Italy. It stands for high quality and reliability resulting in minimal service and maintenance of our production.

*To learn more about Akva go to* ***www.akva.com*** *and don’t worry if you don’t happen to read Danish, simply click on the flag to connect with the English translation site.*

All our employees are skilled and educated personnel with self-planning in production and flow all is digital and automated. Salary is high in Denmark so efficiency is extremely high too. Our/my company Akva Waterbeds is Trippel AAA rated and I decide myself together with my sons how we want the company to develop. The next generation of Akva owners are my sons. They believe in Akva Waterbeds too. We only supply dealers capable of communicating the importance of Akva-Quality. We have dealers in approximately 30 countries in Europe. We export 91% of our production/sales. In Denmark (5 million people) we speak Danish that is almost the same language in Norway and Sweden. German language is mostly used here in office since Germany, Austria and Switzerland (110 million people) is approximately half of our clientele. But also France, UK and Italy are important for us and English is the language. Sales in Europe works like this, if you want to sell something with long lasting success you must speak the local language, many forget this. Remember Quality for Akva means “less is more”, and that is good for fighting climate change.

Next time I’ll continue with focus on Service.

Lars Brunso, pictured in this 1987 US waterbed trade publication article, was recognized early on in his career as an innovative designer with the talent to blend waterbeds with Scandinavian design as well as a savvy businessman. The images below are abridged versions of a Flotation Sleep Industry magazine article published in August 1987, if you are interested in a fascinating read click either image below to see the whole story.

The contributing author for this episode has been Lars Brunso, President of Akva, who is a Waterbed veteran of the industry since the 1981. Check back in with the next issue when Waterbedtime Story™, sponsored by InnoMax, shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

7 Ways to Strengthen Weak Copywriting

September 20, 2023 Tambra Jones

Or why your crappy first drafts should never be published – and how you can clean them up

In 1994, Anne Lamott’s Bird by Bird changed the way many writers looked at their first drafts. If we thought we were alone in our crappy, never-to-be-seen first drafts, she cured us of that fantasy. In no uncertain terms, she told us no one writes perfect prose right out of the gate and even the best writer needs a good editor. For me, it tore down the fear of being a “bad” writer and gave me permission to explore my creativity. “All good writers, write crappy first drafts. This is how they end up with good second drafts and terrific third drafts,” she wrote.
Good writing takes more than one draft. A second sober look, reviewing both the overall message and line by line spelling and grammar checks are must have’s, whether you’re writing a book or a blog post.
Trouble, is most of us are blogging for our businesses without the safety net of a copyeditor and our content goes out into the world unseen by anyone but ourselves. If we’re not carefully editing our work, typos and broken links can sneak through unnoticed. Thankfully, correcting some of those errors is quick and painless online tweak. But sometimes the mistakes are larger and can impact whether a potential customer visits our site again. Ouch.
If you’re interested in strengthening your published blog posts, have a look at these common blogging weaknesses and how to correct them.

You haven’t defined your blog strategy. A business blog can be an effective content marketing tool but without a strategy, you’re swimming against the tide. Eventually you’re going to get tired and give up, which leads to nowhere good. To fix this issue, set some goals before beginning so you know where you want the blog to take you.
·       Invest in keyword research to help map out a content plan
·       Ensure each post aligns with your chosen keywords and your larger business goals
·       Create an editorial calendar to keep yourself (or the blogger you hire) on schedule with your goals

Your headlines make promises your blog posts don’t keep. A great headline that doesn’t match the body text is called bait and switch. It may have worked in the days of Blackhat SEO but it’s not a smart way to attract and retain customers. The good news is that we all fall into this trap once in a while – and it’s fixable.
·       Keep your headlines concise and to the point
·       Write your headline first and consider it your thesis statement
·       Save the creative headlines for your H2’s where you can have a little more (honest) fun

You aren’t writing to readers who scan. If your headline snags the interest of a customer but your content is a big block of text, you’ve lost them. We’re all scanners now, trying to grab the essence of an article without investing the time to read it. It might be lazy but it’s also our reality. So how do you fix it?
·       Take as much time to craft your subheads as you do your title
·       Add images and pull-out text boxes to grab attention and help tell your story
·       Use bulleted (or numbered) lists to provide more white space and make your posts easier to scan

Your blog posts are unfocused and ramble too long before getting to the point. Your college professors might have enjoyed a long, drawn-out argument but potential customers won’t thank you. If 10 words will convey a message you originally wrote with 20, do it. Likewise, a good writer doesn’t need big words to make them look smart. They use the right words so their customers can get the information they came for, quickly and easily. Remember, your posts should be about what your customers need:
·       Constantly ask yourself if everything in your post truly serves your customers
·       If your posts feel too long, consider breaking them into parts that you publish on different days
·       Simplify your ideas with shorter sentences and paragraphs (or a balanced mix of long and short)

Your blog posts are too generic. Do your blog posts read like they could have been written by ChatGPT? Do they offer specific information or do they generalize, not offering real, tangible solutions? Writing is hard work. Good writing that’s peppered with personality and creative solutions will separate you from the crowd. Here’s how you can correct this problem:
·       Start with ChatGPT but then add in your personality
·       Do your research and offer your readers the solutions they’re searching for
·       Remember that anyone can start a blog – give your readers a reason to come back to YOURS

You haven’t honed your copyediting skills. Whether you’re a new or seasoned writer, it’s too easy to rely on tired clichés or worse, miss opportunities for colorful metaphors and storytelling. Those errors belong in your crappy first drafts – not your published posts. When you’re editing your posts, try these tips:
·       Employ AI to help you edit – grammarly is a smart, easy to use tool
·       Let your creativity out with color commentary or metaphors to help tell your story
·       Ask for help – sometimes another set of (human) eyes on our content can make all the difference

You forgot the call to action. A blog post is the start of a conversation between you and your customer. And everything in that post should be about helping them in some way – but the call to action is important too. Whether you want them to read more posts, reach out to you for more information or come into your store, don’t assume your customers will know what you want them to do.

Check out my other articles on the SSA
·       Is your business blog delivering results?
·       Does your store need a social media manager?
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

As a digital brand marketer, I’m passionate about technology and how it can help us do what we do – better. How we interact with technology – personally and professionally – is where the magic happens and it’s where smart marketers focus their energy. Experience and insights coupled with emerging digital tools leads to best in class brand marketing for today’s connected consumer. Connect with me on LinkedIn.

Why Choose a Waterbed over a Memory Foam Mattress?

August 21, 2023 Tambra Jones

Submitted by Kody Tusing at Boyd Sleep

In the world of bedding, the debate between waterbeds and memory foam mattresses has raged on for years. While memory foam mattresses have gained immense popularity due to their contouring support and pressure-relieving properties, waterbeds offer a unique sleep experience that shouldn't be overlooked. Choosing between the two ultimately boils down to personal preference, but here are a few reasons why you might consider a waterbed over a memory foam mattress.

Firstly, waterbeds offer a customizable level of support that is hard to replicate with memory foam. With the ability to adjust the water level, you can fine-tune the firmness or softness of your sleep surface, catering to your individual comfort preferences. This dynamic support can be particularly beneficial for individuals with specific back or joint issues, as they can find the perfect balance between buoyancy and support that suits their needs.

Secondly, waterbeds excel at temperature regulation. One common complaint with memory foam mattresses is their tendency to retain heat, potentially leading to uncomfortable night sweats. Waterbeds, on the other hand, tend to maintain a more consistent temperature throughout the night. Some modern waterbed models even come with advanced temperature control systems, allowing you to adjust the warmth to your liking. This feature can be especially appreciated for those who live in hotter climates or struggle with night-time temperature fluctuations.

Lastly, the gentle motion of a waterbed can provide a soothing sensation that's quite distinct from the stable feel of a memory foam mattress. The subtle movement of the water beneath you can be reminiscent of being cradled in a gentle wave, which some individuals find incredibly relaxing. This can be particularly appealing for those who value a unique sleep experience and are open to exploring alternatives to traditional mattress options.

What is the SSA Showroom Saying About Summer Market?

August 21, 2023 Tambra Jones

Given the retail climate over the past couple of months it was no surprise that last month’s Summer LV Market was slow, but none of us expected the traffic to be 19% below our SSA showroom traffic in Summer 2022. Attendance matched last summer on Sunday and Monday, but Tuesday and Wednesday it fell off sharply. Several exhibitors and reps said that several of the stores they normally see did not come to market at all.

That said, there were still deals being made. Vendor-to-retailer as well as vendor-to-vendor meetings were happening in every corner of the showroom. On Sunday Canada took home the $50 CA$H FOR SCAN – winners were Geoff McLeary from Sleepy’s The Mattress Store and Kyler Carlsen, Sleep Country Canada. On Monday/Tuesday Robyn Schenk from Babettes Furniture & Home Showroom in Leesburg and Jay Williams from Crazy J’s Furniture & Sleep Shop in Wichita got the cowbell ring and the CA$H. Congrats you guys!

Geoff McLeary • Sleepys The Mattress Store • CANADA

Robyn Schenk • Babbette’s Furniture and Home • Leesburg

Jay Williams • Crazy J’s Furniture and Sleep Shop • Wichita

Take a Virtual Walk Through the Showroom

Let’s hear from some of the exhibiting companies

Mark Kozin from debuting Kathy Ireland Kids – “The show was slow-paced, however we were pleased with the outcome. We managed to establish some really good contacts and we received some very valuable feedback on our beds. We're looking forward to Winter Market.”

Arin Schultz from Naturepedic Organic – “It was great to be back at in the space. Traffic did seem very, very light this time but just walking around the show as a whole it was very slow in general. I’ve heard from a couple of other mfgs and stores that things are very quiet right now for them so the buyers are probably very hesitant. I have high hopes for Winter Market. As always it’s great to have you and your team stationed at the entrance it makes it a lot more inviting to the buyers. See you in January!”

Brent Polunsky from W.Silver Products – “Even though attendance was down, the people I had a chance to visit with were at the market to make changes to their lineup or find a new vendor. Our new split head adjustable bed was well received and helped us open up new dealers. I am looking forward to the next Vegas Market and hope it will be well attended.”

Pascal Roberge from Beaudoin Beds – “The team at the front is great and welcoming and I thought the Cash for scan initiative was fun and created excitement – ultimately for more people in the show room. The social events in the SSA space are always a great way to connect with other exhibitors and customers, keep offering those pretzels!”

Jane Areson from Areson Enterpirses – “It was slow as far buyers coming by the booth but we did make some good industry contacts.”

Alexa Williams from debuting Williams Co. Mattress – “We enjoyed our time at the Market and overall we had a good experience! We had the opportunity to make some new relationships and did create new customers. We also appreciated meeting new reps, and forming those new partnerships. Now that we understand how everything works, we are able to anticipate January!”

Peter Laurens from Baltica Naturals/Arcus Beds – “Given the very light traffic I can really just say that this market provided us with some unconventional potential clients--one group came looking for accessories rather than mattresses, another for mattresses but from abroad (Canada)--giving us a chance to explore marketing other products and in other countries.”

Philip Kraus from Electropedic/Organic Comfort – “The market was slow, but all the exhibitors were very optimistic about the winter 2024 market.”

Harry Goodman from Boccuzzi Home – “We used our extra time at LVM networking and making new contracts. It appears that the time and expense was well worth it. We added salespeople and other relationships that have huge potential. As always it was great catching up with old friends.”

Brad Hall from Sonu Sleep – “We were extremely impressed and pleased with our first experience exhibiting in the SSA showroom. Everyone involved, especially the SSA staff and all of our neighbors, were very accommodating and welcomed us into the group. We look forward to coming back in January!”

Ryan Cleary from Health Guard – “While attendance was down, this July show reminded me that it isn’t always about the quantity but rather, the quality of the conversations had. We appreciate all the hard work that goes into making our experience seamless.”

Does Your Store Need a Social Media Community Manager?

August 21, 2023 Tambra Jones

If social media is free, why do I need to pay someone to manage it?

It’s hard to argue the importance of social media in your marketing mix. Done correctly, it has the potential to reach new customers, drive in-store traffic and build loyalty in your community.

Who’s managing social media for your business?

Social media isn’t the same as print or radio or TV, some store owners say. Facebook and Instagram and Tik Tok are free so why should I pay someone to manage it for me? I can get a sales rep or my niece to do it for me, right? Just post something about the store and respond to questions and we’re golden. And for a few weeks or months, the postings are random, no interaction, no community growth. And then a complaint erupts into a tsunami of complaints. See, the owner says, we told you this wasn’t going to work.
All advertising costs money. While social media is free, developing (and managing) a strong, sustainable social media strategy is far from free. And make no mistake, everything you do on social media is advertising, from the cute memes to store announcements to boosting posts to buying ads.

Community manager – nice to have or must have?

A social media manager can be a copywriter, graphic designer, ad buyer and customer service rep – often in the same day. It’s challenging work, fun work, sometimes exhausting work – and the learning never stops. Not only is social media constantly evolving, no two customer interactions are ever the same. Social media can create amazing opportunities for small businesses but it can also feel like an obstacle course with risks around every corner.
When social media is an afterthought, pushed off to whoever’s available, the voice of your store isn’t developed. It’s an afterthought as well. Postings to the page are random and ad buying is done on a whim, not a plan that can be built on or tweaked as ads are responded to – or not.
Do you need a social media manager for your store? While you may not need one person solely dedicated to social media – it can be a part-time task – you do need someone with their finger on the pulse of it daily, someone who understands your business goals and how to translate social media interactions into lead generation opportunities. Who is that person for your business? Someone already there or someone new?

A social media manager’s DNA

In a perfect world, marketing and advertising (which includes social media) is the halo around your store, the glow that shares your light with the world. Your social media manager sits at the center, acquainted with every nuance and facet of your business. Whether it’s a current employee or a freelancer, they’re the voice of your brand. And, just a reminder, their skills will often be needed outside of normal office hours. A customer who posts a complaint on Friday at 6 pm isn’t going to feel heard if they don’t receive a response until Monday morning.
Your community manager is a brand evangelist, customer service lead, sales and marketing and technical support in the eyes of the consumer.

So what skills does your social media community manger need to succeed?
1.     Creative communicator. At its heart, social media is a communication tool. Your ideal candidate should be able to succinctly convey an idea or story using all the tools available to them, whether it’s emojis, gifs, stickers, pictures, videos or simply text. And while customer engagement is first and foremost, being able to share with other employees how their work on social moves the business forward is just as important.
2.     Crafty writer. The best social media managers are not only skilled at wielding their digital assets to tell a great story, they’re also exceptional digital conversationalists. Their witty updates are as engaging as their clever comebacks and they understand how to tailor all that glittering banter to different audiences and platforms, eliciting emotion in 150 characters or less. Easy, right?
3.     Wildly creative. When it comes to developing social media content, creativity is the fuel that elevates and differentiates your business. But ingenuity and originality – not to mention a sense of humor – also power the mundane tasks, such as the subtle, aesthetic appeal of formatting copy and links.
4.     Highly organized AND efficient. It can be a challenge to pair wildly creative with highly organized in one person but in social media, these two skills go hand in hand. Can your social media manager channel all their creative juices into an efficient, executable plan? Are they learning from each customer interaction?
5.     Good business acumen. Great social media managers live and breathe their trade but they should also understand your larger business goals too – and other types of advertising that can help achieve those goals. Live events, email campaigns, direct mail, radio, TV and print can all help bring more attention to your store. And your social media manager needs to understand how all these pieces work together to create compelling marketing campaigns.
6.     Customer champion. Being able to turn everyday interactions on social media into special moments is an important skill. More and more customers use social media to complain and deciphering the “why” behind those customer exchanges can reveal opportunities for product development, sales and marketing and even future customer connection points. If your customer service representative is a different person than your social media manager, they need to work together.
7.     Agile thinker. We all know how dynamic – and ever-changing – social media is and being able to pivot on the fly is as important as any of the skills mentioned above. If a campaign is underperforming or a post goes viral, does your social media manager have the authority and flexibility to make decisions and act quickly?

It can be hard to dedicate resources to an initiative that hasn’t proven itself within your company. Rather than looking at the cost of social media, maybe it’s time to start asking ourselves what we’re missing if we don’t do it?

Check out my other articles on the SSA
·       Is your business blog delivering results?
·       How to build and manage a social media crisis plan
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

World of Waterbeds: Series Introduction

July 20, 2023 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

Having had the good fortune of traveling worldwide doing business with waterbed designers, manufacturers, and retailers around the globe, it has been interesting to see how the waterbed industry evolved uniquely in different countries and especially interesting to see how the market has survived and thrived in a number of regions. After reaching out to notables in some of those markets, I am pleased to report we’ll be hearing from successful operations in Europe and Asia that have withstood the test of time in upcoming Waterbedtime Story™ episodes.

In the meantime, I’ll attempt to set the stage for what promises to be an enlightening and entertaining World of Waterbeds Series. While many theories have been postulated about the rise and fall of the waterbed industry in the USA, there exist a few markets stateside and many others worldwide that defy conventional wisdom. Albeit the general consensus in the US seems to dismiss waterbeds as a fad, enlightened citizenry aware of the health benefits both here and abroad continue to embrace fluid suspension sleep. As such I am uber excited that one of our contributors is based in Denmark, one of the healthiest places on the planet.

*Rush hour in Copenhagen, Denmark where* ***62% of the population commute by bicycle to their work or study places each day***

Another theory about the decline of the US waterbed business postulates that the race to the pricing bottom was its undoing. In other words, retailers competing to promote the lowest prices for cheap sleep, sometimes for $99 or less, left a significant number of dissatisfied consumers in its wake. Conversely in markets honor bound by the culture or duty bound by regulation to back product they sell, it is not unusual for waterbed sleep systems to sell for thousands of dollars. Being a country where it is common for auto dealerships and other retailers to make house calls selling turnkey product, service and support packages, I am also super thrilled that another of our contributors’ hails from Japan.

While selling mattresses for $1000s is rather passé these days, back in the heyday of waterbeds it was a big deal and not for the faint of heart. Relative to the following, and some lighthearted speculation on my part, I respectfully submit the most expensive waterbed of its day may well have been Toru Watanabe’s Wishsonic. On a more serious note, Toru’s contributions to the waterbed industry over the years in both manufacturing and retail have established a high end flotation sleep culture in Japan that endures today.

Toru Watanabe, former president of HB Dreambed, shown on US tour in the Wishsonic waterbed. Paraphrasing his FaceBook post above; the US tour, which included coverage by Car & Driver, went smoothly with exception to an elderly couple fearing it was an alien invasion from outer space.

Because producing and servicing waterbeds entails a bit more than inserting springs and/or foam into a mattress cover, it has been further postulated that the biggest of the big US manufacturers who jumped on the bandwagon back in the day, bailed out relatively quickly as promoting conventional bedding was clearly the path of least resistance. Being personally involved with certifications and compliance worldwide, I can certainly appreciate this conjecture.

Meanwhile manufacturers such as InnoMax based in Denver, Colorado have persevered by producing complete systems including components unique to fluid suspension sleep like temperature control systems, another documented therapeutic benefit of waterbeds, which enable sleepers to regulate their sleep environment. And by addressing international compliance considerations, including instructions in multiple languages, a number of these surviving manufacturers have continued to thrive by expanding business beyond their borders.

In closing, as this series promises to have little or nothing to do with selling cheap sleep and everything to do with the successful promotion of quality fluid suspension sleep, I look forward to hearing from our international guest contributors in upcoming Waterbedtime Story™ World of Waterbeds episodes and hope you do as well.

Check back in with the next episode of Waterbedtime Story™ when we share yet another perspective. Sponsored by InnoMax Corporation (Sleep@InnoMax.com).

Is Your Business Blog Delivering Results?

July 20, 2023 Tambra Jones

When’s the last time you did an honest, thorough audit of your content marketing strategy?

When it’s done correctly, content marketing is a powerful tool. When it’s done incorrectly, it’s an expensive hobby. An effective business blog allows you to tap into audiences that you may not be able to reach through traditional marketing channels, as well as track and measure reach and conversions. What’s more, once you create content and publish it on your site, it continues to deliver results over time, unlike a marketing campaign that’s over the moment the funds dry up.

But a business blog isn’t just about throwing keyword-rich content on your site and hoping that folks will find it and want to read it. The content must be well-written, informative and appeal to people who may be interested in the products you sell. If this past year’s updates from Google, Apple and Facebook have negatively affected your traffic, it might be a sign your website and/or blog needs a refresh – or at least a content audit.

For more than a decade, Google has made it clear with each update – good content will be rewarded, bad content will be pushed down. Steve Sheinkopf’s blog on Yale Appliance is an excellent example of content that serves up what he knows his customers want. You can read product reviews – real product reviews that disclose the good, bad and ugly. He shares which brands are returned most often and which manufacturers offer the best customer service policies and practices. His blog is honest, authentic and customer-focused.

Is your website delivering the results you need it to? If it’s been a while since you audited the content on your business blog, let’s have a closer look at some common digital mistakes and how to correct them.

Business blog mistakes – and how to correct them

You know your business but do you know what your (potential) customers are searching for online? Before they enter the sales funnel, they’re probably doing research on the products they’re interested in and how those products can improve their lives.

Are you making these mistakes on your blog?
1.     Bragging about your company or the products you sell. Save the marketing speak for your “About Us” page. Remember, your blog is about your customers and what they need. If you want to write about your amazing company, try these ideas:
·       Write about community outreach programs that your business or employees support.
·       If you have a scholarship program, for example, write about some award-winning students you’ve helped.\
·       If you’ve just finished renovations or opened a new location, create a vlog (video blog) and take customers for a virtual tour.
·       If you hold events in your store (like book signings, for example) write about those events – and include lots of pictures and video.

2.     Writing only about products you sell. If the point of your blog is to sell product, it’s an advertorial and neither Google nor readers will find it useful. If you want a product-focused blog, try these ideas:
·       Share a new product launch with detailed information about what makes it different than its predecessors.
·       Compare competitive products, outlining strengths and weaknesses.
·       Compare manufacturer and customer service accolades (and fails).

3.     Adding links that aren’t relevant to the topic. We know the link farm strategy doesn’t work but it’s amazing how many businesses continue to fall victim to it. A link in a blog post should help a reader understand the topic better – not lead them to a product information page. If you want a deep linking strategy on your blog, try these ideas:
·       Practice smart deep linking by pointing to pages deeper in your site that offer more information.
·       Link to manufacturer websites that may offer additional information on product usage or warranties.
·       Link to authoritative sites, such as government, medical or recognized organizations that offer more information without a sales pitch.

4.     Writing without an SEO strategy. For a business blog to successfully drive website traffic, a firm SEO foundation is a must. And while keywords are important, SEO is about so much more. What can you do if you don’t have an SEO strategy? The simple answer is to hire an SEO specialist but you can also begin educating yourself by reading expert blogs. Here are some of my favorites:
·       Neil Patel
·       Search Engine Land
·       The Moz Blog
·       HubSpot
·       SEMrush Blog

Blog audit checklist

Now that you know what not to do, this checklist will help you stay on track when creating new content.
·       Focus on your customer’s needs. In your store, you know your customer’s biggest questions and you answer them honestly. Do this on your blog using informative headlines, explanatory meta-descriptions and persuasive, well-written content.
·       Optimize your content. With keywords artfully woven into headings, copy and meta descriptions, make your blog posts as attractive to Google as they are to your customers. Two of the biggest mistakes when it comes to keywords? Using them too much (spamming) or not using them (strategically) enough.
·       Maintain a consistent, recognizable brand personality. Consistency creates authenticity, which builds consumer trust. Your blog posts should be on-point and a reader should be able to land on any page on your site and recognize it as your content.
·       Proofread before publishing. This should be a no-brainer but it never ceases to amaze me when I see typos and spelling mistakes on a business blog.
·       Leverage social proof. When you can integrate what your customers say about you on your blog, your content becomes even more influential. Testimonials, influencer endorsements and product reviews are a few examples of social proof.

Check out my other articles on the SSA
·       Do you use images on your website?
·       How to build and manage a social media crisis plan
·       Retail sustainability – are environmental hackers or caretakers?

Who the heck is Julia Rosien?

4 Companies Are Making their Las Vegas Debut in the SSA Sleep Pavilion

July 6, 2023 Tambra Jones

One major company returns after a break from Las Vegas, and 21 veteran companies will bring innovative sleep products to buyers visiting the Specialty Sleep Association’s busy showroom (C1565).

The Specialty Sleep Association’s Sleep Pavilion on the 15th floor of C Building in Las Vegas is always a place to see what is new in the sleep industry. Whether it be from companies and brands making their rookie appearance or from seasoned veterans showing off their innovative sleep solutions, the vibrant SSA Sleep Pavilion is a must for sleep product buyers. “We have some really exciting new brands showing this market, you don’t want to miss these guys! To make it fun, we’re giving buyers a chance at $50 cash when they get their badge scanned at the door. If you sell sleep, we want to see you in our showroom” says SSA Executive Director Tambra Jones.

Making Their Las Vegas Debut

Kathy Ireland Kids is a collaboration with KozyKids, LLC to fill a void in the kids/teen furniture market and will make their first appearance together at this summer's Las Vegas Market. Furniture designer, Carol Russo, has over 30 years experience designing and selling high end kids furniture and along with Kathy Ireland is bringing a product to the Las Vegas Market that will be manufactured here in the United States. The emphasis is on quality, safety and functionality. Their concept is to make the experience of choosing your child's bedroom furniture a fun experience for the entire family, while making sure Kathy Ireland Kids furniture is made of the best solid wood and other materials available today. To quote Ms. Russo, "today's consumer is a more savvy shopper and is much more aware of health and safety concerns than ever before, especially when their children are involved. Kathy Ireland Kids was designed to fill that void. By producing our furniture here in the U.S., we can make sure our strict guidelines are followed and can take the guesswork out of choosing a safe product for your family."

KozyVEND is leveraging 40+ years in the furniture business, leveraging logistics & technology to create the first Furniture Vending Business and you can get your share. Vending is a trillion dollar global phenomenon with new players entering the industry offering high risk, low return offerings, compared to Furniture vending. You can look at a KozyVending Machine, like a fully stocked furniture store, but instead of spending hundreds of thousands in inventory and tens of thousands a month on traditional overhead, you have the same potential profit potential for your location. Make sure you stop by for a presentation.

SONU Sleep is a sleep technology and engineering brand that is devoted to dramatically improving the future of sleep. SONU’s introduction of the world's first mattress designed specifically for side sleepers has revolutionized the space. The SONU Sleep System mattress finally allows arms and shoulders to rest naturally where they're meant to, enabling top quality, deep sleep throughout the night. SONU’s patented Comfort Channel and Support Pillow system molds to each sleeper’s desired position, greatly reducing pressures that are unavoidable with all other mattresses. The result is a truly unique level of comfort and an unforgettably relieving sleeping experience. These features have caught the attention of the sports world, as professional athletes, health and fitness experts alike all rely on their SONUs to improve recovery, breathing and quality of sleep every night to enhance their performance every day. With many endorsements and video reviews from thrilled professionals, SONU’s innovations are making waves in the mattress industry.

Williams Co. Mattress, the third generation Colorado born mattress company, is releasing their top performing collections for wholesale availability. Williams Co. will be exhibiting their Best-Selling Organic Line (GOTS and GOLS certified materials, and dual core options), and their luxury memory foam Hybrid Line (Natural quilting fibers, copper infused memory foam, zippable cover). All of their products are handcrafted in Colorado under careful quality control, and quickly shipped. By the year 2025, 40% of consumers are estimated to be seeking an organic or sustainably made mattress. Williams Co. is revolutionizing showroom offerings, providing luxury comfort and pressure relief, using organic and natural materials.

After a time away from Market, Naturepedic Organic is back in the SSA Sleep Pavilion. Founded by a board-certified environmental engineer in 2003, Naturepedic didn’t just join the organic sleep movement – they pioneered it. Now, 20 years later, organic is the fastest growing segment in the bedding industry, and Naturepedic can help you grow your business with certified organic mattresses and bedding accessories that appeal to health-conscious and eco-minded consumers. And with drop-shipping services throughout the continental U.S., comprehensive retailer training and more, adding organic products to your offerings has never been easier. At Summer Market, Naturepedic will be showcasing just-launched accessories like the Organic Side Sleeper Pillow and Organic Pet Bed. They will also have classic favorites including the certified organic Chorus, Serenade and Concerto mattresses (that are highly competitive in a retail store) and award-winning, certified organic baby and kids mattresses, all handcrafted in the USA with premium domestic and global materials.

Showroom veterans are “bringing it” to July Market. Here are some of the mattresses you will see

Arcusbeds will offer their two flagship models; Organic Classic Original and Organic Classic Ultrasoft--handmade, certified luxury innerspring mattresses made of the finest quality, certified materials (see attached photos). They will also be soliciting indications of interest in an entry-level, two-sided organic latex product, to be offered at a lower price point but made using the same techniques as our flagship models and with the same quality of materials.

Sheela Foam India/ Interplasp Spain are bringing mattresses with new technologies to this market - 17 new technologies to be exact, from their state of the art plants located in three continents, India, Australia and Spain. Their special foaming processes are environmentally friendly using a Variable Pressure Foaming machine (VPF). The VPF process protects the environment by not emitting VOCs , uses lesser catalyzing agents and produces superior, consistent products which are affordable with outstanding comfort and longer life compared to competing technologies.
In addition to their memory foam and hybrid mattresses, they will also offer their proprietary and unique Hygroflex responsive memory Foam, which they call “the next generation of memory foam”. They will introduce their Latex Plus PU foam with properties closely matching Natural Latex but with better lifetime performance and a very competitive price.

Eurolux Living - European Mattresses Since 1966 - are offering new additions to their Elite, Platinum and Gold Collections including the Novis, Eurolux Premium and Lux Silver models. Their mattresses are sustainable, luxurious and made with innovative materials. Their mattresses are manufactured in Spain, sourced from Italy, Germany, Switzerland, Portugal and Spain, and offer fast shipping from their US Facility.

Rounding out the mattress offerings in the room are I Love Mattress who is launching an all new Out Cold Renew Mattress collection featuring not one but three new proprietary memory foams that enhance the consumer experience with extended comfort life. And don’t miss Cariloha, Somnus, Natural Home by The Futon Shop, and Phoenix Mattress.

Here are some of the bed frames you will see

W. Silver Products manufactures bed frames, high rise platform bases and adjustable beds. All of their products are manufactured with quality in mind from the onset. Their new split king and split queen adjustable beds are available for immediate delivery, along with their bed frames and high rise platform bases. With a low minimum order, superior customer service, why not purchase from W. Silver Products.

Monarch Sleep Systems will present their latest innovations in adjustable bed frames with customizable sleep decks for infinite comfort. They offer design and fulfillment for retailers and distributors needing a full portfolio and cutting edge sleep innovations. Whether you are competing for value or pushing consumer differentiation they say their products will provide you an advantage.

Beaudoin is a Canadian manufacturer of metal bed frames, platforms and other products supporting the mattress, since 1963. Their customers look to Beaudoin for simple and solid products from a flexible and reliable North American manufacturer. Their focus at this Summer market is on their platform collection. Design and branding options, US warehousing and great manufacturing capacity all make it a must see space during your market visit!

Kelley Global Sales will be showcasing their newest Adjustable Bases at the most competitive pricing and shipping. All bases are backed by outstanding service and warranty with toll free service. All bases featured are also foldable for easy warehousing and delivery including their Lumbar, Head-Tilt model. Lightweight and UPS-able. They are also showing 2 UPS-able storage foundations and Lift recliner chairs. All are warehoused for quick delivery.

Modrn Motion rounds out the offering of adjustable frames you will find in the room.

You won’t find a better selection of Top-of-Bed products in any other showroom

I Love Pillow is introducing Luna Lux Sleep, a new luxury brand pillow, featuring Lux Dual Climate fabrics with I Fit design and SMART Core support technology. Building on the success of the Cool Fit Athleisure brand is the new Airtex and Hybrid sleep core technologies. Gel Cloud is a new pillow with certified recycled fibers and cotton fabric. We have expanded many of our collections with a custom kid’s size contour pillow. They are also launching an all new Out Cold Renew Mattress collection featuring not one but three new proprietary memory foams that enhance the consumer experience with extended comfort life. Their space will be updated with new display and digital content. They provide branded and private label solutions for retail and drop ship businesses and all our products are proudly made in the USA

Electropedic has a new line called Organic Comfort. Their new Latex pillow is filled with 90% natural latex and 10% traceable wool. Their pillow cover is made from 95% GOTS Certified organic cotton. Their Inner pillow fabric is made from 100% GOTS Certified Organic cotton. Their Organic Comfort Layer is filled with 90% natural latex and 10% traceable wool. OEKO-TEX CERTIFIED.

Blue Ridge Home Fashions is one of the leading basic bedding manufactures offering a complete line of natural and synthetic filled pillows, comforters, mattress pads, toppers, blankets, and throws. An industry leader for over 29 years in health and wellness innovation and the finest crafted bedding. Blue Ridge prides itself on its commitment to quality, comfort, and sustainability.
Blue Ridge Home Fashions is the official licensee of top legacy brands Martha Stewart®, Serta®, Beautyrest® and Kathy Ireland®. BRHF will be introducing a new custom support pillow program under the traceable organic brand Farm to Home® . Farm to Home® leads with sophisticated design, high quality, and full transparency. Farm to Home® offers affordable, authentic, and accessible organic home textile products for today’s conscious consumer (@Farmtohomeorganic). BRHF will also be debuting a new 37.5 fabrication combining Blue Ridge materials with 37.5 Technology. 37.5 technology powered by Cocona creates a more comfortable sleep environment by delaying the onset of liquid sweat, drying faster, increasing comfort, and helping control odor. (thirtysevenfive.com).

Backed by over 40 years of experience, Sleeptone is here to help you recharge & get the sleep you need - the sound sleep you deserve. Rigorous quality-control has made them a major vendor for Fortune 500 companies, online & brick-and-mortar retailers, hotels, schools, military bases, and government agencies. Their 210,000-square-foot upstate New York warehouse, New Jersey warehouse & Los Angeles warehouse employ state-of-the-art systems to facilitate the on-time delivery of every order at an ultra-affordable shipping rate, while their Brooklyn & upstate New York showrooms welcome any discerning buyers swinging by. “Retailer or customer, everybody wins when we consistently bring the best value to people who dream of comfort, quality & a touch of luxury”. They look forward to helping you rest easy during and long after the purchasing process.

Boccuzzi Home will launch Handcrafted Italian Luxury Sheets at this market. This breakthrough brand is adding sheets to its line of 100% natural cotton, non-slip mattress covers, mattress protectors and pillow protectors. With luxury detail and attention-grabbing packaging Boccuzzi Home products created market buzz and accelerated the introduction of a comparable, and competitive, line of sheets. For years Boccuzzi Home 600 thread count sateen sheets have been enjoyed exclusively in some of Europe's finest luxury hotels and Boccuzzi is confident they will prove to be the softest, smoothest, most luxurious sheets to hit the US specialty sleep market. The master fabric craftspeople at Boccuzzi Home have developed breathable, moisture-wicking, and durable sheets that come in a variety of colors, are wrinkle-resistant and machine washable. Nothing is mass-produced, Boccuzzi Home manages all its manufacturing in Puglia, Italy.
Boccuzzi has been part of the movement toward sustainable cotton products since long before it came into vogue. Harry Goodman, managing Boccuzzi Home USA operations, commented that “Boccuzzi products are of the highest quality, integrity, and authenticity, and with such timeless, deep-rooted Italian sensibilities, we are confident this expansion of our US product line will deliver greater success for the brand and our partners.”

Premier manufacturer of organic and natural bedding Sleep & Beyond will be launching two new products at the upcoming summer market, the certified organic cotton Muslin blanket along with the certified organic Honeycomb cotton blanket. Woven from pure, sustainably sourced organic cotton, the organic cotton Muslin blanket harmoniously blends the exquisite beauty of nature with the indulgence of luxury. Available in classic ivory, crisp white, pacific blue and sage green colors.
The organic Honeycomb blanket’s intricate pattern is reminiscent of the honeybees' diligent craftsmanshipand brings forth a sense of wonder and cozy elegance. Handcrafted with meticulous care, this blanket is a testament to the artisan's devotion and the richness of organic materials. Versatile and timeless, the organic honeycomb blanket is available in classic ivory, crisp white, and pacific blue.

Healthguard and Cariloha will have their mattress protectors and sheet sets ready for you.

Don’t miss the cool and innovative furniture in showroom

HoSTTech, the new material for furniture, is here to change the industry and save you money, effort, carbon emissions, and landfill space, as it increases productivity and durability. Developed at MIT, this material, made of engineered cellulose fibers, is lighter, stronger, compressible and 100% biodegradable. The furniture industry has used the same materials for decades, wood, metal, coils, and elastics. HoSTTech is here to make the manufacturing process simpler and faster since it takes 50% less time to manufacture a 3-seater sofa using HoSTTech versus the traditional materials. This means fewer energy, operators, and components to buy and manage. It simply means doing more with less.
According to the EPA (US Environmental Protection Agency), more than 12 million tons of furniture and furnishings (sofas, tables, chairs, and mattresses) went to waste in 2018, and from that, only 40 tons were recycled. These numbers are only going up unless manufacturers start using better, more sustainable materials, like HoSTTech, which is 100% recyclable and 100% biodegradable, in addition to having a life span much longer than the 5-10 years usually seen in the industry. HoSTTech, inspired by nature's Honeycombs, is compressible, before and even as a finished product, which translates into 1/3 of the space needed for material and finished product storage. Not to mention shipping, where you can fit 3x more sofas in a 40' container.
This new material, HoSTTech, has been successfully used in stationary and modular sofas, ottomans, bed bases, pods, and stools. It provides product designers with an array of options when it comes to length, depth, height, and armrest types. HoSTTech's design team works hand in hand with manufacturers to ensure the adoption process is simple and benefits are optimized. HoSTTech is here to bring simplicity and performance to furniture manufacturing while being kind to the world.

Arason Enterprises will be showing you their cabinet beds, Natural Home by The Futon Shop has organic sofas and futons for you, and Furniture For Life will have their amazing massage chairs on display for you to try out. And don’t miss the fresh and hot pretzels from Auntie Anne’s that the Specialty Sleep Association will be offering in their member lounge Sunday, Monday and Tuesday from 11am - 2pm.

Stay Cool and Comfortable on Your Waterbed

June 19, 2023 Tambra Jones

Submitted by Kody Tusing at Boyd Sleep

Beat the heat during hot summer months

When summer temperatures soar, staying cool and comfortable while sleeping becomes a top priority. If you're a waterbed enthusiast, you're in luck! Waterbeds offer unique advantages that can help you beat the heat and enjoy a refreshing sleep experience even on the hottest summer nights. In this article, we'll share valuable tips specifically tailored to waterbed owners, allowing you to maximize the cooling benefits of your water-filled sleep oasis.

Optimize Waterbed Temperature:
One of the significant advantages of a waterbed is its temperature control feature. Adjusting the temperature of your waterbed can make a noticeable difference in keeping you cool during hot summer nights. Lowering the temperature slightly can create a refreshing and soothing sleep surface. Experiment with different temperature settings to find the sweet spot that works best for you. The coolness of the water, combined with the supportive comfort of a waterbed, can provide a blissful sleep environment even in the midst of a summer heatwave.

Choose Breathable Bedding:
To enhance the cooling properties of your waterbed, choose bedding materials that are lightweight and breathable. Opt for natural fibers such as cotton or bamboo sheets, which promote airflow and wick away moisture. This helps prevent heat and sweat from being trapped, keeping you comfortable throughout the night. Additionally, consider using a thin and breathable mattress protector to allow for better air circulation around your waterbed, further enhancing its cooling capabilities.

Utilize Cooling Accessories:
In addition to adjusting the temperature and choosing breathable bedding, you can further enhance the cooling effects of your waterbed with the help of cooling accessories. Consider using a cooling mattress topper designed specifically for waterbeds. These toppers are often infused with cooling gel or feature ventilation channels to dissipate heat. Additionally, using a cooling pillow or placing a chilled gel pack near your neck or under your knees can provide localized cooling, helping you stay comfortable and relaxed.

With a waterbed, you have a unique advantage when it comes to beating the heat during hot summer nights. By optimizing the temperature settings of your waterbed and selecting breathable bedding materials, you can create a cool and comfortable sleep environment. Adding cooling accessories, such as a specialized mattress topper or a chilled gel pack, can further enhance the refreshing qualities of your waterbed. Embrace the benefits of your water-filled sleep oasis and enjoy restful nights, free from the discomfort of overheating. Stay cool, sleep well, and wake up rejuvenated to embrace the summer days ahead.

Retail Sustainability - Are We Environmental Hackers or Caretakers?

June 19, 2023 Tambra Jones

On a path littered with difficult choices, is retail sustainability even within reach?

Retailer are facing increasing pressure to commit to ambitious environmental and social goals. And consumers are making it clear that trite and shallow promises won’t be tolerated. They want to be part of the conversation and many are willing to open their wallets to prove it.
According to Deloitte’s Global Consumer Tracker, 55% of consumers purchased a sustainable product or service in 2021 and 32% said they paid significantly more for that purchase. Millennials and Gen Z’s are especially focused on investing in businesses whose products and services benefit the environment.

Starting the retail sustainability conversation

Let’s be clear, as retailers and manufacturers, we’re starting the conversation with a massive disability. The very core of our business involves manufacturing a desire for newer, better, prettier products, which inevitably generate waste. No one goes shopping naked for new clothes, right? If we want to continue doing what we do best – making and selling products – doing it greener isn’t going to be easy.
If listening to customers, taking action and helping the planet are part of your business strategy, let’s start by looking at myriad of ways you can enter the path of retail sustainability. While there’s no doubt the future will be challenging, you have options – and that’s good. Have you considered these ideas?
·       Purposeful support of local communities and charities
·       Sourcing products made with upcycled materials and reduced packaging
·       Persistent social inclusion of gender and racial diversity in every aspect of your business
If we place becoming more sustainable at the heart of our organizations, the path ahead becomes a little easier to see. Alan Jope, CEO of Unilever, told McKinsey & Company: “any company that wants to stay relevant in the future must think about sustainable behavior.” Let’s look at a few ways you can begin your sustainable journey – with real life examples to get you inspired.

Practice transparency

Staples has been a leader in corporate responsibility for more than 2 decades and because it’s a long-term focus, their transparency puts them in a leadership position. Their corporate responsibility focuses on these areas:
· Environment. Working with brands to create more responsible sourcing, their strategy follows many products from cradle to grave. What’s more, they’re always looking for ways to support the businesses they serve to be more responsible as well.
· Community. When it comes to community, Staples empowers their local management teams to create programs that give back and lift up those in need locally. Check out Canada’s Even the Odds campaign for a smart partnership idea that might work in your business.

Source more sustainable products and use recycled, reusable or biodegradable packaging

For many retailers, big box cardboard, styrofoam and plastic wrap are necessary tools of the trade. Raymore & Flannigan acknowledges the challenge and hits it head on with their onsite sustainability initiatives. According to their website:
· A team of 100% dedicated recycling associates have helped divert more than 200 million pounds of packaging from landfills since 2002.
· Their dedicated delivery teams schedule deliveries based on fuel-efficient routes and their trucks are equipped with aerodynamic panels for increased efficiency.

Encourage and incentivize recycling

Mattresses are big and bulky, making shipping and returns complex, costly and not exactly light on the carbon footprint scale. But did you know that more than 75% of a mattress can be recycled? Its metal components (springs for example) can be extracted and sent to scrap recyclers and wood elements can be used for fuel or chipped into mulch for landscaping. Foam padding can be repurposed into carpet underlay or used for pet beds.
More than 50,000 mattresses are discarded daily in the US. ByeByeMattress helps cut down on the illegal dumping of mattresses, supports job creation and reduces reliance on landfills. It currently provides resources, education and services in Rhode Island, California and Connecticut. If you’re not in one of those states, refer to byebyemattress.com for a comprehensive listing of services elsewhere across the country – with limited availability in Canada.

Free inspiration

Getting into the sustainability conversation doesn’t have to be painful or fraught with expensive (and overwhelming) projects. Begin by looking at what your cohorts are doing and decide what will work for you and your team. Starting small is fine because actually just starting is the point here.

·       Avocado Mattress, a certified B Corporation® company, works with more than 1,500 donation centers nationwide to ensure their mattresses don’t end up in landfills – with a 95% success rate. What’s more, they donate 1% of all profits to planet-friendly programs.
·       Living Spaces supports their local communities through various mattress donation programs. According to their site:
o   8,000+ mattresses donated
o   2,000+ mattresses donated to veterans
o   3,000+ mattresses donated to foster children
o   1,500+ mattresses donated to California fire victims
·       Tepperman’s takes their sustainability efforts to an elite – and admirable – level. In 2022, they installed solar panels on the roof of their largest retail store (pictured here) but their efforts go beyond conserving energy, reducing greenhouse gas emissions and minimizing waste sent to landfills. Whether you want to focus on greener business practices or corporate social programs, check out their annual sustainability report – you’re guaranteed to find ideas that will spark creative conversations with your staff.
·       Hudson’s Furniture distribution center is fully solar powered, making the building completely sustainable off the grid. They also purchase clothing remnants for the rags used in the warehouse – 25 lbs. a month. Recycling is also a big part of their sustainability efforts, with steel, foam, cardboard and pallets continuously being diverted from landfills.
·       Bedrooms & More has served their community organic and earth-friendly products for the home for 50 years. A family business that’s grown up with their community, their core focus has grown stronger with the next generation of leadership, moving from retail-only to developing their own line of ethically sourced bedding. Their community outreach is particularly impressive as they not only support local charities, they actively partner with them for long-term and long-lasting effect.
·       Bailey’s Furniture approaches sustainability through a strong support of local charities – and the list is long.

Check out my other articles on the SSA
·       Do you use images on your website?
·       How to build and manage a social media crisis plan
·       Leveraging the power of evergreen content on your website

Who the heck is Julia Rosien?

Strategies to 10X Your Sales

June 19, 2023 Tambra Jones

Todd’s presentation was a hit. The room was packed - we had to bring in more chairs! Go to the HOME PAGE to watch the video, and you can contact him using the link there if you would like to see the accompanying slide deck.

Monday, July 31
11:30am-12:30pm
Todd Youngblood, The B2B Advisor
LVDC Seminar Room, Building A - A240

Whether you are a top retailer or manufacturer, providing an omnichannel approach to sales and marketing is essential for strengthening your bottom line profits. However, implementing an omnichannel process is easier said than done! This summer, join Todd Youngblood, The B2B Advisor, for insightful guidance on providing a seamless experience to your customers! Learn more about leveraging customer touchpoints, discovering their needs, and how to improve the customer journey both on and offline. (1 CEU) RSVP at LVMKT.com/events

2023 Bedding Conference: Helping - Learning - Networking

May 23, 2023 Tambra Jones

Notes from SSA Executive Director Tambra Jones

The Furniture Today Bedding Conference was held at the JW Marriott Star Pass Resort in Tucson, AZ

Why do we attend these annual industry events? We go for business networking of course, and to listen and learn from a few well-curated speakers. We also go to learn more about the people we see and have seen in our industry for a number of years - we relish the stories. It’s a different vibe than at a trade show and there are different expectations. We bask in the camaraderie and shared history. Who can’t use a little more basking… a little more camaraderie?

Some of us actually began the conference outside Phoenix at the Wigwam Hotel with David Binke and the King Koil team for their annual kids’ day event (my favorite part of the conference!) King Koil brought 3 busloads of kids from the Girls and Boys Clubs out to the Phoenix Raceway for fun and food. Volunteers spent the afternoon with the kids at several activity spots on the Raceway campus and then the grown-ups boarded our own bus - first back to the Wigwam for a little King Koil reception - and then to Tucson the next morning to join the rest of the Bedding Conference attendees at the Marriott.

Girls and boys getting ready for fun at the raceway

The educational side of the conference kicked off with 2 morning keynotes. First, Scott McKain brought his radio-voice to a vibrant presentation about The Ultimate Customer Experience. He reminded us of what a pretty good businessman had to say about branding. “Your brand is what they say about you when you are not in the room” ~ Jeff Bezos. He challenged us to think about how we create distinction in the industry - how we stand out. He suggested that a compelling experience is what is remembered. Not so much the process (what the customer has the right to expect) or prices/service (what we do to remove friction in the transaction) - but its the experience that makes an impression - makes it personal - and what can make a connection that will generate customer loyalty. He told us about his own experience with “Taxi Terry” - a taxi driver who nailed how-to-make-a-great-first-impression. He’s got this story recorded on YouTube - it’s worth a listen.

Scott told us about the Fairmont Hotel, Scottsdale and how they tapped into empathy to connect with customers by the way of 2 dogs who greet guests when they arrive (for that feeling we get when we arrive home and our dogs are so happy to see us). The idea worked like a charm - they were booking at capacity and the hotel has even published books and created stuffed dogs celebrating (and promoting) their canine ambassadors Bixby and Gibbs.
To illustrate how taking personal responsibility affects customer experience, McKain told us about the St. Elmo Steak House (Indianapolis, IN) where servers have been with the restaurant for decades, have their own business cards, and personally follow up with customers at their table(s). The customer loyalty is such that the Rolling Stones arranged to be in Indianapolis for 2 nights instead of one - just so they could eat at St. Elmo’s twice… wow! These stories really do allow us to see how some have truly created the ultimate customer experience.

Dr. Andrew Weil was the second keynote. I have always been a Dr. Weil fan - and he did not disappoint. He talked about integrated medicine - addressing the whole body - to heal any aspect of the body. He emphasized the importance of sleep and encouraged us to pay attention to our lifestyle. He addressed the two main culprits in a sleep cycle malady - falling asleep (our minds are too active) and staying asleep (what is our sleep hygiene?) We are all pretty well versed in sleep culprit lingo and we have heard about many strategies to fix them. Dr. Weil talked about a few - emphasizing that whatever we use - make it a natural product. He ended his talk with his famous 4-7-8 breathing technique - a very calming and centering technique. You can watch him teaching this on YouTube - I recommend it.

Russell Evans presented his study for what The Shifting Consumer Journey looks like - based upon the customers’ in-store experience. He talked about customer expectations, and to address them he listed empathy for customer circumstances, the importance of an omni-channel approach for marketing, communicating company values, using digital videos and some sort of influencer, and transparency with the customer (who has usually done some homework and expects it).

This year FT threw in a gameshow session where contestants played versions of familiar TV gameshows (think Family Feud, Pyramid, Jeopardy, etc.). I gotta say it was fun - and at the end of the last game SSA contributing blogger and Restonic digital marketing specialist Julia Rosien was the last person standing with the correct answer. She won a few Starbucks gift cards (which she shared). After the gameshow there were two panel discussions - the first focused on what manufacturers wanted retailers to know and the second was about what retailers wanted manufacturers to know.

Our last session of day had us watching/listening with bated breath as Seth Basham, CFA, the Managing Director of Equity Research at Wedbush Securities told us (via a series of detailed graphs) to hunker down but prepare for growth as he presented an Economic Outlook & Implications for the Bedding Industry. There was a LOT to digest here - no joke. I will list the titles of his slides and if you would like to see them, I encourage you to reach out to Furniture Today and ask for the deck. He ended saying that the bedding industry would see modest growth in the remainder of the year… I was dazed by data - check out these slide headings and you will see why.
U.S. Economic Outlook
Inflation Remains Stubbornly High but Is Slowing…As Supply Side Inflation Drivers Are Cooling
Pricing Headwinds Are Decreasing but New Concerns Are Emerging
Tightening Credit Conditions Threaten to Destabilize the Economy…And Are Already Impacting Consumers
Most Consumers Believe It Is a Bad Time to Buy Large Household Goods…
Relief Is Ahead: The Fed Could Reduce Interest Rates Starting as Soon as Mid-2023
Bedding Industry Outlook
The Bedding Industry Has Already Been in a Recession…And 2023 Is Off to a Weak Start
Yet, the Industry Has More Than “Given Back” the Excess Units Sold in 2020-2021…And Comparisons Ease Sharply through the Year…Which Should Drive Modest Growth for the Balance of the Year and into 2024
Bedding Retailer & Supplier Positioning
Tempur Sealy Acquisition of Mattress Firm Could Have Wide-Ranging Ramifications
How Should Bedding Retailers & Suppliers Prepare for the Next Year?

Slide showing results from eye-mapping customers

Friday morning Adam Kavett, Director of Insights & Consulting for Envirosell presented Creating Store Environments that Inspire. Adam regaled with an array of slides showing us how consumers behave in stores. He showed how signs (and lack of signs) in retail bedroom stores are used, and talked about a “messaging hierarchy” that will attract, engage and then convert. We want to let the customer know what is in the room - but don’t clutter! He talked about a fascinating tool called eye-mapping and how it was used to collect some of his data.

The last presenter was Mike Magnussen from Goodbed.com who talked about Consumer Disruption Trends - and the importance of product reviews (including how to win out over the “mattress review mafia”). Mike showed data pointing to what great opportunities brick and mortar retailers have to improve their revenue performance (the number of consumers willing to purchase a mattress sight-unseen is dropping). That being said, he advised that in addition to curating a great in-store experience, brick and mortar retailers should add DTC brands to their line-up and improve their digital footprint (websites and store/brand reviews). Mike said he would share his presentation deck and tools for obtaining proper store reviews, so reach out to him at goodbed.com for that.

Julia Rosien and Tambra Jones toast - to the bedding industry and all who sail in her!

The final panel discussion - called Retail Without Borders - asked retailers to talk about how to best meet customers “where they shop” (in-store and online). And then it was time for goodbyes and take-cares. Next stop for hugs and camaraderie - Las Vegas Market - see you in the SSA Sleep Pavilion - C1565!

Sensory Attenuation and Flotation Sleep

May 23, 2023 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

For some of us who grew up in the pop culture which evolved over the latter half of the 20th century, the mention of sensory attenuation or sensory deprivation might conjure up images of the 1980 horror movie “Altered States”. And while mid-century experiments involved extreme sensory deprivation (i.e. total darkness & sound proofing) which could cause hallucinations and bizarre thoughts, even without the use of drugs, more controlled reductions or removal of stimuli from one or more of the senses have evolved into more user friendly perceptual isolation environments often referred to as isolation tanks or float pools.

*An open fiberglass float pool at the* ***Laureate Institute for Brain Research*** *in Tulsa, Oklahoma, USA allows subjects with clinical anxiety to float comfortably, without the apprehension one might encounter in an enclosed float environment.*

Perhaps not so coincidentally, around the time “Altered States” was released, US flotation sleep waterbed sales were in their heyday. A waterbed and a sensory deprivation water chamber are both structures that use water to provide a unique physical experience. Both structures are designed to create a calming and soothing environment for sleeping and relaxation, but the methods and applications differ.

A waterbed is typically a large mattress filled with water, which is surrounded by a soft foam or rigid wood frame. This provides a comfortable and evenly distributed sleeping surface, and the water is heated and circulated to keep the temperature consistent. The feeling of lying on a waterbed is often described as “floating”, due to the buoyancy of the water. The advantage of sleeping in a temperature controlled waterbed is that you can stay dry during the experience.

***Temperature controlled flotation sleep*** *allows the body weight to be distributed more evenly over the surface, eliminating pressure on various parts of the body for deeper more rejuvenating sleep.*

On the other hand, a sensory deprivation water chamber is a large tank of water that is used for therapeutic purposes. The tank is filled with a high concentration of epsom salts, which increases the buoyancy of the water and creates a weightless environment. The water is kept at a consistent temperature and is often kept in complete darkness. This environment is designed to reduce all external stimuli, allowing the user to experience a calming and relaxing state of deep relaxation...albeit soaking wet.

While a significant number of sports figures have reported their preference for sleeping on waterbeds over the years, “several NFL teams, including the New England Patriots, Los Angeles Rams, and New Orleans Saints reportedly use floating as a way to increase players’ quality of sleep as well as help with recovery.” Wikipedia

***Softside fluid suspension mattresses*** *look just like a traditional innerspring mattress, fit into conventional bed frames and utilize traditional sheets & bedding.*

In conclusion both a flotation sleep waterbed and a sensory deprivation water chamber are designed to provide a calming experience, but they do so in different ways. The biggest difference is a waterbed provides a comfortable and evenly distributed sleeping surface in a dry environment, while a sensory deprivation water chamber gets you wet.

Contributing author for this edition has been specialty sleep veteran Irvin Saathoff. Check back in with the next issue when Waterbedtime Story™, sponsored by InnoMax Corporation, shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

Do you Use IMAGES in Your Website? In Social Media?

May 23, 2023 Tambra Jones

5 simple ways (the right) images can improve customer experience.

At its core, marketing is storytelling. A good storyteller – and marketer – knows how to draw you in and give you lots of reasons to stick around for more. As digital marketers, we have more tools to help us tell bigger, richer stories. While there’s no denying social media is an essential supporting character, your website is the hero of the story.

An effective business website creates a narrative that can help, inform or entertain customers (and potential customers) – but words are not enough. We live in a fast-paced, visual world of skimmers rather than readers – there’s simply too much information coming at us too quickly for us to absorb it all. Are you using (the right) images on your website?

5 ways images can underwrite digital success

Images are a key component to your digital marketing platform.

1. Images can keep us on-page longer. According to Neilson Norman, the average time on page for a website is less than a minute. The first 10 seconds are critical. Images closer to the top of the page – or placed alongside a title or product name – can be pivotal for a customer deciding to read more or keep moving. To be effective, your images should tell a story, whether it’s a product shot or an infographic that helps explain an important concept.

2. Images help with retention of information. There’s a lot of truth to the saying that a picture is worth a thousand words. Study after study shows that images and videos not only tell more of the story, they help us remember it too. According to the dual-coding theory, the “picture superiority effect” is based on how we retain information. Seeing an image helps us encode a concept into our memory in a more accessible and concrete way than if we just read or talked about it. What’s more, our brains can process images as fast as 13 milliseconds, which is 60,000 times faster than the time we take to process text.

3. Images help improve your search engine rankings. Think of images as an SEO (Search Engine Optimization) tool. Tagging your images with relevant meta keywords and descriptions and ensuring a quick load time is like getting a free fastpass at Disney. Not only can images help you reach more consumers organically in the search engines, the resulting increase in on-page time can improve the relevancy of your website and its performance in the search engines.

4. Images improve social sharing. Think of the last thing you shared on your favorite social media channel. I’m betting it was image-based, right? It’s no surprise then that images in social media get more engagement and click-throughs than updates without an image. When you customize your images with logos, you’ll help improve organic traffic growth to your website.

5. Images can support calls-to-action. In a previous life, I was a magazine editor and part of my job included finding the best pull-quotes from a story. We’d then place those pull-quotes in strategic areas – or in images – to encourage the reader to continue reading. And we’re still doing that on websites and in social media because it works. Remember, we’re storytellers and our ultimate goal in the art (and science) of persuasion is to compel a consumer to click a button or make a purchase.

Images aren’t just a pretty side-show on your website. They’re a key component of your digital marketing platform and ignoring them is like saying, no, you don’t actually need customers to make your business successful. Images help you tell your story in a different way and they help your customers remember who you are – and why they need what you’re selling.

If you’re struggling to find cost-effective images, this list of free (or almost free) image services will help.

·       Pexels. An extensive catalogue of free stock images coupled with unique images submitted by artists. You’re free to alter and distribute without attributions or permissions. Bought by Canva in 2019, you can download and create directly in Canva.
·       Pixabay. Also acquired by Canva in 2019, you’ll find a robust library of images for commercial or private use that can be altered and shared without attributions or permissions. I love their filter option in the search bar, which allows you search images by color, orientation, dimensions and media type.
·       Unsplash. More than half a million images licensed under Creative Commons, which allows you to use, alter and distribute without attributions and permissions. Their app allows you to create on the go too.
·       Burst by Shopify. The ecommerce giant launched Burst in 2017 to support their customers’ needs – but you don’t need to be a customer to sign up. Most of the featured images are shot in-house and are designed to be used in website banners, social media updates and so much more.
·       Death to Stock. A membership-based platform that continually delivers fresh, unique content. Sign up for their 14-day trial and you’ll have access to all of their content, which should help you decide if they’re right for you.
·       Ingimage. Also membership-based but with more than 7 million images and thousands added monthly, there’s lots to choose from here.

Read my other posts on the SSA!
·       10 things you should NEVER do on Facebook
·       Building and managing a social media crisis plan
·       Levering the power of evergreen content on your website

Who the heck is Julia Rosien?

At the end of the day, it’s night and it’s my job to help you get a better night’s sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic’s family of brands, which includes Scott Living and Biltmore.

My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn.

How Do Consumers Identify Sustainable Products

April 19, 2023 Tambra Jones

There is more and more interest in sustainability throughout the marketplace. There are lots of “sides” to the story. We asked Barry Cik, President of Naturepedic Organic to weigh in on the basics.

Question:     What Is Sustainability?
Answer:        The go-to definition when discussing sustainability is: “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. Alternatively, there are the ‘Three Pillars of Sustainability’, a framework used to describe what sustainable development is. This tool conveys that sustainability consists of environmental, social, and economic factors which are defined as:
•    Environmental Sustainability - perhaps the most obvious of the three pillars, as it symbolizes the importance of things like natural resources and biodiversity to support life on Earth.
•    Social Sustainability - places importance on social structures, well-being, and harmony; all factors that poverty, wars, and injustices can affect.
•    Economic Sustainability - describes the ability of an economy to grow. This is especially important in today’s societies, at a time when many sustainable initiatives require financing and a strong economic rationale.

Ultimately, sustainability is discussed in the context of environmental health, human health, and manufacturing consumer products without the use of toxic chemicals and without creating waste that cannot be re-used for other purposes. So,

Question: How does a customer find sustainable products?
Answer: Look for the standards that the products meet and look for the certifications that the manufacturer or brand has received. This link will take you to a list of organizations that provide standards and certifications that can be used to spot products which are sustainable or at least are doing the best that is possible with state-of-the-art technology.

The Specialty Sleep Association assembled a glossary of “green” terms for its Bedfax program which is a helpful resource for this discussion. Find it here: Glossary of Terms Frequently Used in Environmental Marketing Claims

Data Personalization - The New Phygital Retail Experience

April 18, 2023 Tambra Jones

ShopTalk, an innovative – maybe even groundbreaking – retail conference

I recently attended ShopTalk in Las Vegas, a leading global retail conference that brought together more than 10,000 retailers and brands. The event featured more than 275 high-ranking speakers from industry giants like Walmart, Tapestry, Levi's, Wayfair, Amazon and Google. From blending digital and physical – "phygital" – shopping experiences to an exclusive "speed dating" event, I was immersed in groundbreaking ideas reshaping the retail arena.

Many of the on-stage and networking conversations at ShopTalk revolved around understanding how data personalization and machine learning intersect to deliver better customer experiences and drive loyalty. Carrie Tharp, vice president of retail and consumer for Google explained how Google is using AI, machine learning and the many layers of a consumer’s clickstream journey to personalize marketing messages, product descriptions and other content.

While Google operates on a massive scale, there are important lessons for all retailers here. Our consumers are using more digital channels than ever and we need to learn how to apply the online data we’re gathering in our physical stores. "Every consumer journey begins with data,” she said. “And when we talk about data, we're talking about internal data but also data from your partners and data you can purchase from third-party data providers."

Clearly, it’s time to step up our game and learn how to optimize data touchpoints to navigate the complex maze of fragmented solutions and support systems.

Step 1 – Leverage digital data to build a new retail playbook

Whether in-store or on the road, your sales teams are your front-line workers, working hard to understand their customer's strengths, needs and obstacles. Your digital marketing team serves as the support crew, connecting crucial data points to coordinate a winning formula for efficiency, growth and profitability.

Start by identifying the MVOs (most valuable opportunities) driving sales. Are they top-notch retail sales associates, frictionless online experiences or the seamless integration of digital and physical – phygital – touchpoints? Improving our data collection and analysis capabilities allows us to move away from the murky middle of retail and begin building a new, data-driven playbook.

How to build a strong data foundation

·       Focus on your customer. Analyze their website usage, site search patterns and actions, such as newsletter sign-ups or cart abandonment. Track everything.
·       Review your product offering. Based on customer data, are you offering the right products online? Is pricing competitive? Which sales strategies move the most product?
·       Evaluate your supply chain. Are the products being delivered on time and undamaged? Are your manufacturing partners providing top-notch customer service?

Step 2 – Focus on your customer, online and in-store

Mary Dillon, President & CEO of Foot Locker, highlighted the importance of using digital data to understand the varying reasons behind customers' sneaker purchases. By shifting the focus from demographics to psychographics (needs and motivations), they can identify which customers buy based on athletic performance, streetwear culture, brand loyalty or price. This new data strategy opens the door to more targeted marketing campaigns and personalized product recommendations.

Dillon asserted, "Improving the consumer digital experience is the fastest way for Foot Locker to achieve all its goals."

Dave Kimbell, CEO of ULTA Beauty said they’re focused on the connective tissue between first and zero party data to personalize experiences for their customers, making every touch point more relevant and engaging. From in-store and online purchases, social media activity and loyalty programs, data is key. “Customers today want personalization in their shopping experience, but they also want it to feel natural and not forced, creepy or invasive,” he said. “Personalization is key to building customer loyalty and increasing customer lifetime value, which is crucial in a highly competitive industry like beauty.”

Step 3 – Empower your frontline workers

In today's dynamic retail landscape, empowered frontline workers are the unsung heroes driving customer satisfaction and loyalty. Tech-savvy retail warriors use technology to guide the consumer from an online shopping experience through the touch and feel process to product availability, shipping times, service info, personalizing each step along journey.

Jennifer Wilson, SVP Enterprise Brand & Marketing for Lowe's, emphasized the importance of learning more about customers who enjoy the in-store experience and how they’re combining it with their digital experiences. “If you truly understand your customers, you optimize the channels through which they actually want to talk to you,” stated Wilson.
She went onto to say that how customers engage with the online tools can help improve the in-store experience, like tailoring product offerings or store layouts to better suit customer preferences. When customers research products online but can touch and feel or just pick up in store (or vice versa), the chances of converting them to loyal customers increases.

How to leverage data for your in-store sales teams

·      Integrate digital solutions in-store. Use QR codes in-store for self-guided shopping journeys and equip staff with technology to enable them to serve as digital guides.
·       Utilize augmented and virtual reality. Incorporate AR and VR technologies to help consumers visualize how furniture and mattresses will fit and appear in their homes, similar to Home Depot’s augmented reality app.
·       Streamline the checkout. Update the point of sale, saving purchases to customer profiles for targeted marketing, and to ensure personalized interactions in the future.

Without a doubt, technology and innovation will continue to steer us – and our consumers – to a more a seamless shopping experience. And this retail renaissance lies in the hands of our dedicated frontline workers and their digital marketing counterparts. By maintaining a keen focus on customer interactions across stores, regions and individual associates, we can effectively monitor the fusion of digital and physical touchpoints. What’s clear is that we need to continue to enhance our capacity to gather and learn from data, propelling us from the murky waters of yesteryear's retail management to a data-driven playbook that serves manufacturers, retailers and consumers equally.

The Pros and Cons of Owning a Waterbed: Is It Worth the Investment?

April 18, 2023 Tambra Jones

Submitted by Kody Tusing at Boyd Sleep

Waterbeds have been around for decades, offering a unique sleeping experience that many people find appealing. If you're considering investing in a waterbed, it's important to weigh the pros and cons carefully. Here are some of the key factors to consider:

PROS:
1.    Superior Support: Waterbeds conform to your body shape and distribute your weight evenly, providing excellent support and pressure relief. This can lead to a more comfortable and restful sleep, with fewer aches and pains in the morning.
2.    Alleviates Back Pain: Waterbeds can be great for individuals who suffer from back pain. The water can help to alleviate pressure on the spine, providing relief and support where it's needed most. Additionally, the motion of the water can provide a gentle massage, helping to soothe sore muscles and promote relaxation.
3.    Customizable Comfort: With a waterbed, you can adjust the temperature and firmness to your exact preferences, providing a customized sleep experience. Plus, with modern designs and materials, you can find waterbeds that are just as easy to move and maintain as traditional mattresses.
4.    Longer Lifespan: Waterbeds are built to last and can provide many years of comfortable sleep. With proper care and maintenance, a waterbed can last longer than a traditional mattress, making it a smart investment in your sleep quality and overall well-being.

CONS:
1. Maintenance: Waterbeds require more maintenance than traditional mattresses. You need to change the water every few years, add water conditioner to prevent algae growth, and maintain the heater and other components. This can be time-consuming and costly.
2. Price: Waterbeds are generally more expensive than traditional mattresses. The cost of a waterbed can range from a few hundred dollars to several thousand, depending on the size, style, and features. This may not be a feasible option for those on a tight budget.

In conclusion, a waterbed can offer a range of benefits, from superior support and customizable comfort to alleviating back pain and providing a unique sleeping experience. While there are some downsides to consider, such as maintenance and price, the benefits of a waterbed may outweigh these factors for many people. If you're looking for a comfortable and unique sleep experience, a waterbed is definitely worth considering. With proper care and maintenance, it can provide you with many years of restful sleep and improved overall well-being.

The Art of Waterbeds

March 22, 2023 Tambra Jones

A Waterbedtime Story™ by Irvin Saathoff

Back in the 2010’s a longtime friend of mine from the German waterbed industry contacted me with an unusual request. The Museum of Modern Art in Frankfurt am Main was needing to replace the waterbed in a Thom Merrick sculpture they had had on display since 1988. So, as the 20+ year old waterbed had gotten damaged beyond repair and the original manufacturer was no longer in business, the President of InnoMax Mark Miller stepped up to save the day by producing a replica for the work of art which was then valued at €250,000 Euros ($306,000 US Dollars).

Thom Merrick sculpture Frankfurt, Germany 1988* & Hans Peters photograph Amsterdam, Holland 1971**

Coincidentally when I first met my German friend he was working for a waterbed distributor out of Holland. As evidenced by the 1971 photograph above, the Dutch were hot on the heels of the Americans who had just been granted a patent for the modern day waterbed that same year. Meanwhile, by the mid-1970’s I found myself purveying waterbeds in California to support my starving art student lifestyle. Looking back it seems to have been an interesting twist of fate that the then burgeoning waterbed industry was helping finance my art studies.

The twist of fate was I eventually became art director for one of the largest waterbed manufacturers in the US. Boy howdy what an eye opener, traveling around the world meeting all the movers and shakers who had given birth to an industry that in a few short years had grown to dominate 20% of the US bedding market...and more in some countries. And the pièce de résistance, though an uber challenge for those of us who worked year round developing new products and merchandising materials, was always the annual industry WMA (Waterbed Manufacturer’s Association) Trade Show which was attended by waterbed industry elite from around the world.

*Coronado Wall Unit Waterbed* **(click here)** *& assembly instructions by yours truly*

Albeit things have changed since the days the WMA could fill the Superdome to overflowing, pretty much anywhere you go in today’s home furnishings market you can’t swing a stick without hitting somebody from the waterbed industry. As such I’ve had the pleasure of working with a number of great designers who continue to have an impact on home fashion. Having literally learned the nuts & bolts as a commercial artist illustrating assembly instructions for timeless classics like the Coronado Wall Unit above, I’m pleased to currently be involved with a project now off the drawing board and into prototyping which promises to turn heads when it launches.

In the meantime and notwithstanding the contribution of fine art notables like Merrick & Peters, as there are so many people I am aware of around the world who feel there is no better sleep solution than fluid suspension, I do not believe we have seen the last of the Art of Waterbeds.

Contributing author for this edition has been specialty sleep veteran Irvin Saathoff. Check back in with the next issue when Waterbedtime Story™ shares yet another perspective. Meanwhile you may connect with InnoMax Corporation anytime at Sleep@InnoMax.com.

Footnote Citation:
*MUSEUM MMK FÜR MODERNE KUNST
**Wikimedia , the DutchNational Archives

ChatGPT and the NEW World of Search Engine Optimization

March 22, 2023 Tambra Jones

Amp up your content marketing strategy with ChatGPT generated product descriptions, blog posts and meta content

With the lightning speed emergence of ChatGPT, a content-rich website may be just the digital thruster your business needs in 2023. From AI-written product descriptions and blog posts to meta content, pulling consumers to your site should be your top priority this year.
Before ChatGPT hit the airwaves in late 2022, the online content marketing game was over crowded – it’s about to hit stampede status. How can you get ahead of it and reap the rewards?

How can you leverage AI to make it work for your business?
A content-rich website allows customers to learn more about your products and how they can improve their lives. But content on your website has many more benefits that you may be missing out on:
1.     Content creates authority. Consistent, meaningful content helps consumers understand your products and your brand – and that builds trust.
2.     Content drives traffic. Whether you’re a major league player or a niche retailer, a content-rich website improves authority in your industry – and with consumers.
3.     Content generates leads. Employing search terms in your content naturally leads customers who are actively looking for the information you’re offering. And those qualified leads are much more likely to sign up for a newsletter, send an email inquiry or visit your store in person.
4.     Content increases brand awareness. What differentiates you from your competitors? Are you memorable in the marketplace? Quality content supplies deeply comprehensive, immediately usable information – and brand recognition is a natural byproduct.

Using a tool like ChatGPT can help build a content-rich website
Before you begin using ChatGPT, it’s important to remember the tool isn’t Google, Alexa – or human. You’re programing a machine with words, which means succinct, clear instructions are important. Here are some do’s and don’ts to get you started.
·       Do be clear. In your prompt, eliminate unnecessary words. Be prepared to try multiple prompts if you’re not satisfied with the response.
·       Don’t ask it to write a full blog post or essay. While the tool is capable of it, what it will generate may require extensive editing from you, the expert, to make it ready for human consumption.
·       Do ask it to write smaller pieces of content. For product descriptions, be clear in the product name and any style features it will need (like pillow top plush). And then use that description to write even smaller pieces of content, like meta descriptions.
·       Don’t forget that ChatGPT is still in 2021. For now, the data within the tool is dated so product launches may be a stretch. As the tool evolves, so will the content within it.
·       Do use it to jumpstart your content generation. Used properly, ChatGPT can help you ideate content ideas your customers need to make smart buying decisions. Use it as your content study buddy and ask it questions, which will generate more questions.
·       Don’t forget it’s a tool, not a human. Don’t ask it for facts or to do an analysis – it will happily fake it’s answer.
·       Do break your requests into chunks. For larger pieces of content, like a blog post, begin with asking for an introduction and then revise that content fully before moving on. For each idea within the post, ask it to write three key points.
·       Don’t post content without editing. For now, ChatGPT is a smart starting point for content generation. Use it to build your content framework and then get to work editing. You’ll need to ensure the information is correct – ChatGPT will invent content when it can’t find the correct answer.
·       Do push towards the unique. Ask it to write in a tone – playful, persuasive or sarcastic or in the style of your favorite publication – and learn from your experimentation.
·       Don’t be afraid to ask for revisions. ChatGPT has a memory and you can use that memory to help you revise previously generated content. The memory can sometimes get stuck though so be specific in your request and be prepared to start a new chat if needed.

Creating a content-rich website can feel like an overwhelming task but begin with your goals in mind. Hoping to rank for more long tail terms or simply provide answers to common customer complaints? A content-rich website not only helps your customers, it helps you and your business goals. More engaged readers builds trust and authority on your site, which naturally leads to better business in 2023.

Who the heck is Julia Rosien? At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn.

THE SONU STORY

“The world has been sleeping on flat beds for centuries,but the human body is not flat...”

“It is now time for a change.”

What’s Included

Every Side Sleeper's Dream

Explore The Innovations Unique To SONU

Or why your crappy first drafts should never be published – and how you can clean them up

Who the heck is Julia Rosien?

Let’s hear from some of the exhibiting companies

If social media is free, why do I need to pay someone to manage it?

Who’s managing social media for your business?

Community manager – nice to have or must have?

A social media manager’s DNA

Who the heck is Julia Rosien?

When’s the last time you did an honest, thorough audit of your content marketing strategy?

Business blog mistakes – and how to correct them

Blog audit checklist

Who the heck is Julia Rosien?

Making Their Las Vegas Debut

Showroom veterans are “bringing it” to July Market. Here are some of the mattresses you will see

Here are some of the bed frames you will see

You won’t find a better selection of Top-of-Bed products in any other showroom

Don’t miss the cool and innovative furniture in showroom

Beat the heat during hot summer months

On a path littered with difficult choices, is retail sustainability even within reach?

Starting the retail sustainability conversation

Practice transparency

Source more sustainable products and use recycled, reusable or biodegradable packaging

Encourage and incentivize recycling

Free inspiration

Who the heck is Julia Rosien?

Todd’s presentation was a hit. The room was packed - we had to bring in more chairs! Go to the HOME PAGE to watch the video, and you can contact him using the link there if you would like to see the accompanying slide deck.

Monday, July 3111:30am-12:30pmTodd Youngblood, The B2B AdvisorLVDC Seminar Room, Building A - A240

5 simple ways (the right) images can improve customer experience.

5 ways images can underwrite digital success

Who the heck is Julia Rosien?

ShopTalk, an innovative – maybe even groundbreaking – retail conference

Step 1 – Leverage digital data to build a new retail playbook

How to build a strong data foundation

Step 2 – Focus on your customer, online and in-store

Step 3 – Empower your frontline workers

How to leverage data for your in-store sales teams

Amp up your content marketing strategy with ChatGPT generated product descriptions, blog posts and meta content

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“The world has been sleeping on flat beds for centuries,
but the human body is not flat...”

Monday, July 31
11:30am-12:30pm
Todd Youngblood, The B2B Advisor
LVDC Seminar Room, Building A - A240