Effective merchandising / 104 Jobs

MERCHANDISING, LICKED

Nothing beats an ice cream on a hot summer’s day, writes US bed industry consultant Gordon Hecht – but when it comes to picking a flavour, how much choice is too much? And what can bed retailers learn about merchandising from the frozen dessert specialists?

UNLIKE YOUR LOCAL SCOOP SHOP, YOU CAN HAVE A SELLING PROCESS TO SLIM

THE SELECTION TO A MANAGEABLE LEVEL

I didn’t realise it at the time, but I may have grown up in a rough neighbourhood. When we heard the ice cream truck ringing its bells, we’d stand on the corner and sing: “I scream, you scream, we all scream, the police show up and we get arrested …”

Purchasing choices were easy as a kid. There was a half-dozen choices on the truck, priced from a dime to a quarter. Most decisions were financially based, depending on the coins in your pocket.

I’m still an ice cream fan. Our town has three national chains – Baskin & Robbins, Hershey, and Dairy Queen. In the cause of marketing research, I feel it mandatory to visit each one several times a month.

It seems that the line at DQ moves about three times as quickly as Baskin & Robbins or Hershey. That means three times more customers being served and triple the cash register rings. The people at DQ have made it an easier choice! While all three shops have multiple dessert options, DQ has limited their ice cream flavours to three choices.

Our Baskins features their 31 flavour choices, and Hershey’s one-ups them with a whopping 40 flavours on their wall-mounted menu. Chances are good that each of the members of the junior rugby team (whom hip-checked their way in front of you in the queue) will want to read all the flavour names and taste three or four samples before making their cone decision.

There’s no best choice. When it comes to ice cream, the worst I’ve ever had was pretty good! It’s just too overwhelming to decide.

It’s probably not a lot different in your shop. When it comes to merchandising, you need to offer choices – you can’t just have chocolate and vanilla products. People expect to see a wide selection in your store. But unlike your local scoop shop, you can have a selling process to slim the selection to a manageable level, easing the stress of decision making for your shopper.

Part of that process means reducing your entire catalogue to a three-choice selection – just like DQ – creating an easier pathway from showroom to cash register.

It’s fairly easy in our mattress world. A typical 30-bed selection provides a myriad of triple-choice selection options: memory foam, innerspring, hybrid (technology); soft, medium, hard (comfort); foundation, adjustable or no base (base); adult king or queen, youth full or twin (size); premium, mid-price, budget (price); and bank card, finance, or cash (payment).

The choices become a selling process when you develop discovery questions to help the shopper understand their needs. Explaining that memory foam provides a passive (sink-in) support feel, and innerspring provides active (pushup) support, and hybrid is the best of both, makes it an easier choice. Asking about their sleeping and waking position along with their pain points helps you recommend the comfort level that will suit your shopper.

When you find out if there’s a TV or laptop in the room, or if reading helps your shopper wind down, it can lead to a decision from the three base choices. Mattress size is a given – most shoppers will purchase to their headboard and room size.

Most likely, your shop displays comfort and support feels in multiple price ranges. Once you determine your shoppers’ comfort level, you can have them test-rest the three price point levels (start with the premium – it’s like a super banana split, and far less calories).

Don’t forget the extras – just like a sundae, they offer more satisfaction for your shopper. Protectors, pillows, and sheets are the sprinkles, hot fudge and whipped cream toppings of our industry.

Payment terms are the cherry on top. Offer all three choices, and their selection means the purchase decision has been made.

Oh, and here’s the scoop on those 31 Baskins flavours. Nearly half (48%) of Baskin-Robbins’ sales are made from four flavours.The remaining 52% were split between the other 27 flavours. I’ll bet you a triple-decker cone that sales in your shop aren’t much off that ratio!

COMPANY NAME: Buoyant Upholstery Ltd

COMPANY URL: www.buoyant-upholstery.co.uk

COMPANY ADDRESS: Buoyant Upholstery Ltd Oak Bank Mill, Hallam Road, Nelson, Lancashire BB9 8AJ

JOB TITLE: EXPERIENCED UPHOLSTERER

SALARY:Negotiable depending on experience.

JOB DESCRIPTION: We are looking for an Experienced Upholsterer to join our busy Development Department.

Buoyant upholstery is based in Nelson, Lancashire and our development department is at the forefront of our business, constantly working on new and exciting designs to show our wide range of customers.

The successful candidate must be a competent upholsterer with a ‘can do’ attitude who is able to work to strict deadlines.

APPLICATION CONTACT DETAILS: If you would like to apply or request more details please contact: gainsworth@buoyant-upholstery.co.uk JOB TITLE: EXPERIENCED DESIGNER / DESIGN COORDINATOR SALARY:Negotiable depending on experience

JOB DESCRIPTION: Buoyant Upholstery is one of the largest upholstery manufacturers of Sofas and Chairs in the UK based in Nelson, Lancashire. We are looking for a highly creative individual to join and help lead our design team, the successful individual will have a proven background in Product and/ or Fabric design.

DUTIES WILL INCLUDE: • Creative Sales – Meeting with our Customers in our factory showroom and presenting new designs and fabrics

• Fabric Selection – Meeting with Fabric Agents and attending Fabric International Exhibitions

• Product Design - Identifying gaps in both our range and customer ranges/overseeing designs from concept to production

• Product Development – offering Design Support to our Development Dept

• Trends – Identifying up and coming Trends and executing in a commercial way

• Trade Shows – Helping with Stand Design, from concept through to set up

Applicants must have previous experience in a similar role and be able to work to strict deadlines.

APPLICATION CONTACT DETAILS: If you would like to apply or request more details please contact: gainsworth@buoyant-upholstery.co.uk

Buoyant.indd 1 Buoyant.indd 2 15/07/2022 14:48 15/07/2022 14:48

POSITION: Buyer

[12 month fi xed term contract with potential to become permanent]

Established in 1975, Pineapple are a family run, rapidly growing, global company with headquarters in Kent (UK). We are market leaders in the fi eld of healthcare furniture, with all of our products being unique to us and all designed in house.

Due to this continued growth both in the UK and internationally we are seeking an experienced Buyer to support the next stages of our development strategy.

The role is truly cross-functional and will require excellent relationship management and negotiation skills. Your responsibilities will include negotiating deals with suppliers, sourcing components and fully assembled items, researching alternatives, as well as taking stock of current products & suppliers.

You will be required to ensure our suppliers and our supplier processes are effi cient, sustainable and profi table, implementing improvements where necessary.

The ideal candidate will be from a manufacturing background, be a strong, tenacious communicator and effective negotiator. The ability to build excellent relationships with new and existing suppliers will be essential to success in the role.

Competitive salary + benefi ts

To apply, please send your CV to

hannah.clennett@pineapplecontracts.com

TEXTILE DESIGNER (Part Time)

Hydeline Furniture Ltd is currently the talk of the upholstery industry since the launch of its lifestyle brand At The Helm in January 2019 and rapid growth over the last 4 years.

Its unique approach to supply chain options for customers, high-quality manufacturing and material sourcing and the finest levels of comfort set it apart from some of the most established and reputable companies in the industry.

THE ROLE

We require a creative and driven textile designer to provide support to the product design team and be an integral member of a small and busy team. You will be responsible for the selection, design and development of textiles in our ranges, and oversee manufacturing to ensure it reaches our customers’ high standards.

The successful candidate will be creative, organised and pro-active, with experience of textile production, techniques and selection processes. You love to work in a growing, inspiring team, to strict deadlines, and be dedicated to advancing the company’s profile within a fast paced and professional industry.

Salary negotiable depending on experience.

APPLY

This is a flexible and growing role suited to both consultants or employees. To apply, please send your CV to sharon.occleshaw@hydeline.co.uk

CHECK US OUT: www.hydeline.co.uk www.atthehelm.com