In A Tough Year, PureCare Gains Major Business For 2017
Furniture World News Desk on
1/16/2017
Purecare recently announced that in a tough year, they have made major business gains for 2017. PureCare Chief Marketing Officer Sean Bergman states “Our key to success this year, and every year, has been that we have shown retailers that PureCare is a fantastic company to partner with. If a retailer is willing to collaborate with us, with a company to analyze their soft goods sales, propose evaluate a custom program fit for that specific retailer and their culture, and then, partner together to rebuild a custom sales process that delivers success – then PureCare is the clear choice. We have a tremendously talented and experienced team that allows for deep and effective collaboration with our retailers. We don’t believe in a silver bullet. We sit down, learn about our retailers, create a robust plan to grow category sales together, and execute it together. The more a retailer is part of that process, and the more we work together to meet those specialized needs, the more a success successful the program is. A lot of retailers are looking for that engagement right now, and we are excited to be working with so many great ones.”
“We have a truly unique management team approach to working with our retail customers,” says Ralph Rosen, Vice President of Business Development. “We do not say, ‘here just buy these products, here they are, here’s the price points’. We go way beyond that. We start with learning the retailer’s business. We look for the opportunity with that retailer. We measure their metrics. We come to understand what will work for that retailer. We learn about their culture and how they sell in their store. We bring them unique products that are ahead of the curve. We come to understand how their RSA’s are trained. Once we begin working together, collaborating with their team, we then bring in our integrated marketing and sales teams with in-depth sales training programs geared to the retailer’s culture. Then we develop displays, POP materials, sales literature and packaging for a unique program for each retailer.”
Sarah Bergman, Vvice Ppresident of Mmarketing & Creative and Anthony Petrucci, Vice President of Sales work hand-in-hand as a fully coordinated team to deliver innovations in marketing and sales support and service. “Look we love the PureCare brand, but it really is the retailer’s brand, their reputation; it is their store. So we ask them to let us come into their store and work with them to help PureCare co-exist with the store’s environment. We take the time to understand their brand, their culture. Everything we do from the marketing message, to design, to packaging, to literature, to point of purchase… all of it is to help our retailer succeed in their store,” says Petrucci. “We work closely with each retailer. We discover what their sales structure is and their sales strategy. We custom fit our training and our message and marketing to reflect the style and culture of the retailer. From start to finish we support the retail operation.”
The Slumberland Story
Mid west powerhouse Slumberland Furniture is an example of how this collaborative process works. The well-known retailer has 128 stores in 14 states in the Mmidw-West according to Bill Fedor, who is the Merchandising Senior Strategist for Slumberland. PureCare recently completed a retail Beta Site test program with their PureCare Elements® sheet collection, and will soon be rolling out to all of the 128 Slumberland stores in the next few months. Ralph Rosen says that PureCare observed their Slumberland’s culture and process to create a retail sales program that would be successful, and monitored that program for opportunities to check and adjust if any should be needed.
Bill Fedor says that Slumberland put PureCare ‘through the wringer’. “We looked at comparisons of attachment rates, margins, RSA participation levels, quality of the point of purchase materials, quality of training and the efficiency of distribution. PureCare earned the right to have our sheet business,” says Fedor. “We explained to them that our sales people sell a broad and diversified line of home furnishings products, that that they are spread out and the sheet program could not be complex or difficult for our RSA’s. They had to keep it simple and very focused, which is what PureCare did with their ‘Fit, Feel and Finish’ message for the sheet line.”
Sean Bergman believes that the process Slumberland Furniture established to test a vendor was ‘Top Notch’. “The entire Slumberland team is pretty amazing! They focus on their desired results, develop meaningful targets, listen to inside and outside experts and collaborate closely with their vendors to measure and adopt successful programs. I am a huge fan of their culture and mindset, and it is an honor to have the incredible opportunity to partner in developing their sheet business.”
PureCare is a team-driven, mission directed company offering health and wellness in the bedroom. There is not only technological and innovative superiority behind each-and-every PureCare top-of-bed product, but there is a real health, wellness and comfort story behind the creation and marketing of each product.
“A customer of PureCare receives an automatic promise that we are going to work with them in every possible way to make their endeavors successful, but beyond that, we ensure that their product collections remain ahead of the curve, that we are constantly driven through innovation to develop unique new products, better sales processes and a constantly evolving brand, and that promise continues to our operational and support service as well,” says Jeff Bergman.
“So while there might not be a silver bullet to soft goods sales success, at PureCare there is a culture of innovation and collaboration that is creating some serious results,” says Sean Bergman. “We definitely have an amazing chemistry within our company right now. And it is translating into everything we do, from our new products to our new packaging designs and even with our new customers. We are really excited to show the industry what we have been up to.”
Retailers who wish to learn more about PureCare’s evolving top-of-bed sleep products are invited to visit the PureCare Showroom, C-1595 at the Las Vegas Market.
More about PureCare: PureCare® designs essential elements necessary to create a healthy sleep environment... PureCure mattress and pillow protectors, sheets, pillows and toppers – all of which combine superior technology, innovation and the highest quality materials – are revolutionary to today’s health conscious consumers and allergy sufferers. PureCare continues to change the conversation in the sleep essentials industry to focus on health and wellness and has introduced the first Limited Lifetime Stain Warranty. PureCare’s entire collection of mattress and pillow protectors are the official protector products of the National Sleep foundation and the Women’s Choice Award. For more information, visit us at
www.PureCare.com