Sei sulla pagina 1di 23
Sleep Shop Opportunity
Sleep Shop Opportunity
Where Mattresses Were Sold 1988 Other 8% Sleep Shops 16% Department Stores 22% Furniture Stores
Where Mattresses Were Sold
1988
Other
8%
Sleep Shops
16%
Department Stores
22%
Furniture Stores
54%
Where Mattresses Are Sold 2007 Direct to Consumer Warehouse Clubs 5% 4% Factory Direct 3%
Where Mattresses Are Sold
2007
Direct to Consumer
Warehouse Clubs
5%
4%
Factory Direct
3%
Other
4%
Sleep Shops
Department Stores
41%
7%
Furniture Stores
36%
Consumer Preference has Shifted Department stores losing ground o 22% to 7% Furniture stores losing
Consumer Preference has Shifted
Department stores losing ground
o 22% to 7%
Furniture stores losing ground
o 54% to 36%
Sleep Shops Gaining Considerably
o16% to 41%
How Consumers Shop Mattress Specialists – 60% Furniture Store – 35% Factory Direct – 35%
How Consumers Shop
Mattress Specialists – 60%
Furniture Store – 35%
Factory Direct – 35%
Manufacturer branded store – 34%
Department Store – 30%
Warehouse club – 24%
Lifestyle Furniture Store – 13%
Internet – 6%
Discount Department Store – 5%
Source: Furniture Today and HGTV Consumer Views Survey, 2008
How Consumers Shop Mattress specialists are the preferred channel for the X generation ages: Under
How Consumers Shop
Mattress specialists are the preferred
channel for the X generation ages:
Under 25:
74%
25-34:
70%
35-44:
65%
Source: Furniture Today and HGTV Consumer Vies Survey, 2008
The Serta Philosophy We grow our business by growing our retailer’s business… America’s Mattress was
The Serta Philosophy
We grow our business by growing our
retailer’s business…
America’s Mattress was formed from this
philosophy in 2001. Adhering to this mission
statement the America’s Mattress program has
grown to one of the largest sleep shop
operations in the country.
America’s Mattress Ranked #9 in the 2007 Top 25 Bedding Retailers ……and growing fast! Source:
America’s Mattress
Ranked #9 in the 2007 Top 25 Bedding
Retailers
……and growing fast!
Source: Furniture Today and HGTV Consumer Vies Survey, 2008
Why America’s Mattress? Turn-Key Operation Growth Operations Training Marketing Products Systems
Why America’s Mattress?
Turn-Key Operation
Growth
Operations
Training
Marketing
Products
Systems
TurnKey100 Program
New Concept Store!!
Proven Business Model…
Why America’s Mattress? Proven Business Model Growth - Detailed Market Analysis - Determine market potential
Why America’s Mattress?
Proven Business Model
Growth
- Detailed Market Analysis
- Determine market potential & growth plan
- Long term multi-unit strategy
- Real Estate Acquisition
- Best sites at the best prices
- Commercial broker specialists
- Construction Expertise & Support
- Pre-qualified contractors across the US
- Exclusive Territories
- Allows you to control your destiny!
Why America’s Mattress? Proven Business Model Operations Dedicated team across the US and at Group
Why America’s Mattress?
Proven Business Model
Operations
Dedicated team across the US and at Group office
Local Serta representatives provide continuing support
Focus on driving RETAIL sales and profitability
Sharing of best practices
Provide a complete “toolbox” to help your business
Ongoing Communication and Support Programs
Weekly “One Minute Advisor”
Quarterly Newsletters Only for AM Dealers
You are in business for yourself but not by yourself!
Why America’s Mattress? Proven Business Model Training Bedding Business Management Course Week long course for
Why America’s Mattress?
Proven Business Model
Training
Bedding Business Management Course
Week long course for all new dealers
Premier bedding training course nationwide
Opportunity to meet and discuss best practices
with other AM owners
Grand Opening Assistance
Complete sales and merchandising training
Systems and back-office training
Local marketing launch program support
Launch Training Plan Implementation
Goes from -90 days to +90 days of opening
Why America’s Mattress? Proven Business Model Marketing - Full resource center developed exclusively for America’s
Why America’s Mattress?
Proven Business Model
Marketing
- Full resource center developed exclusively for
America’s Mattress owners
- National Advertising Fund to create awareness
- Local Marketing Support and aggressive coop
programs to drive traffic
- Americasmattress.com for dealers and customers
- Website templates available for use
- E-commerce capability which enhances dealer
profitability through internet sales
- Fully integrated market penetration strategy
Why America’s Mattress? Proven Business Model Communications - Sertamarketing.com with America’s Mattress portal
Why America’s Mattress?
Proven Business Model
Communications
- Sertamarketing.com with America’s Mattress portal
- Specific America’s Mattress created events
- Example: America’s Mattress National One Day Sale, all
financing charges paid for by Serta.
- RESULT:
11% Increase in Sales
Why America’s Mattress? Proven Business Model Products - Full line of products designed to compete
Why America’s Mattress?
Proven Business Model
Products
- Full line of products designed to compete at
all price points and quality
- Annual & mid-year new product introductions
- America’s Mattress exclusive Value line
designed to improve margins
- America’s Mattress exclusive featured
products such as the Resort Suite Plush
- Preferred Vendor Program for Accessories
Why America’s Mattress? Proven Business Model Products - Perfect Day: $1,999-$4,999 - Vera Wang Specialty:
Why America’s Mattress?
Proven Business Model
Products
- Perfect Day: $1,999-$4,999
- Vera Wang Specialty: $1,999-$3,999
- Vera Wang Innerspring: $999-$1,999
- Serta Perfect Sleeper: $799-$1,299
- AM Value Line: $299-$749
RESULT:
- America’s Mattress owners enjoy blended
margins well above industry average
Why America’s Mattress? Proven Business Model Systems Point of Sale Software and Hardware Package -
Why America’s Mattress?
Proven Business Model
Systems
Point of Sale Software and Hardware Package
- Software system designed exclusively for
America’s Mattress owners
- Sales ticket processing, inventory controls,
delivery scheduling, sales reports and more!
- All hardware preloaded with the software for only
$800 exclusively for America’s Mattress owners
Gives you the edge vs. your competitors…
Why America’s Mattress? Proven Business Model America’s Mattress New Concept Design - Serta and America’s
Why America’s Mattress?
Proven Business Model
America’s Mattress New Concept Design
- Serta and America’s Mattress saw need for
change through extensive consumer research
- Riley’s and Williams commissioned to design
innovative, exclusive customer experience store
- The Results:
- 22% increase in sales
- 130% increase in accessory sales
- $100 increase in average ticket
- 4% increase in gross margin
- 17 point increase in closing rate
Why America’s Mattress? Proven Business Model
Why America’s Mattress?
Proven Business Model
Why America’s Mattress? Proven Business Model Five Designs to choose from Coastal Contemporary Craftsmen Rustic
Why America’s Mattress?
Proven Business Model
Five Designs to choose from
Coastal
Contemporary
Craftsmen
Rustic
Traditional
Why America’s Mattress? Proven Business Model America’s Mattress Benefits Summary - Protected Territory -
Why America’s Mattress?
Proven Business Model
America’s Mattress Benefits Summary
- Protected Territory
- Turn-Key Launch Program
- New Dealer Financial Assistance Program
- Level 1 Pricing Provides Higher Margins
- Preferred Vendor Program
- Competitive Advertising Coop Program
- Annual Owners Conference
- No Franchise or Royalty Fees
- Low Investment Opportunity
- Extensive Ongoing Training & Support
- High Profit Potential
Why America’s Mattress? Proven Business Model The Results for 2008 - 50 new America’s Mattress
Why America’s Mattress?
Proven Business Model
The Results for 2008
- 50 new America’s Mattress stores opened
this year alone and another 25 projected!
- Territories still available…for now….
- Now is the time to join the fastest growing
segment of the mattress industry with the
most successful company of 2008, Serta
and America’s Mattress