PRINCETON, N.J. — It’s time for mattress retailers to think about a fresh start, says Therapedic CEO Gerry Borreggine.
That’s one of the promotional themes that the Top 10 bedding producer is now rolling out to its retailers across the country, and it reflects many retailers’ desire to reopen their stores and begin the road back to more normal times.
“The past several weeks have been very difficult for all of us, individually, professionally and as a country,” Borreggine said in a message to the company’s dealers. “We know each of you is also experiencing the trials and tribulations of COVID-19 relative to its impact on your business, the magnitude of the outbreak locally and how it is being handled. As areas of the country embark on reopening, the weeks ahead will see some bright spots as well as some continued, or different, challenges. At some point, however, if you have not already, we all will get back to work.”
To get its dealers ready for a return to brick-and-mortar retail, Therapedic has developed a new retail support kit that includes three promotions.
The Helping Hand Sleep Sale talks about the importance of sleep for overall health, and especially during stressful times like these. The sale offers a discount on sleep sets beyond a normal sale price to stimulate business.
The second promotion is the Fresh Start Sleep Sale. “This focuses on the theme of ‘starting over,’ which can take on a few interpretations: A fresh start after the impact of COVID-19 itself, a fresh start after getting out of lockdown or a fresh start because it’s a new season,” Borreggine noted.
The third promotion is a 0% interest offer.
“This messaging will be important to consumers after the financial impact being experienced by all as a result of COVID-19,” Borreggine said. “Money will be tight when businesses open again, and 0% financing will be a way to make sales during a cash crunch time.”
The promotions are backed by a full array of support materials, including radio and TV spots, customizable e-blasts, a customizable ROP ad, digital assets, special signs, tent cards and window cling signs.
In a video message to Therapedic’s retailers, Borreggine talks about the importance of touting better sleep messages. “Better sleep doesn’t get the attention it deserves,” he says, encouraging retailers to stress better sleep messages. “We all need better sleep, especially in times like these.”