Warfare Principles in Action: Part Dos with Andrew Gross

In part one with Andrew Gross, we talked to the bedding veteran about the best business book you’ve never read. It’s called New Lanchester Strategy.

Gross introduced us to a framework for how to think about market competition. In part two, Andrew discusses how to apply the principles of warfare to gain market share.

How do you operate if you’re the dominant market player? Well, it’s different than how you approach gaining market if you’re a smaller business.

Whether you’re number three or number one, Andrew outlines strategies for taking bigger pieces of the pie. Here’s a hint for smaller players: beat up on everyone who is smaller than you.

Andrew Gross’ Notes from New Lanchester Strategy

The Greatest Business Book You Have Never Read

Purpose: Share a framework for how I’ve thought about market competition and discuss its implications for the mattress business.

Background: I’ve read many business books over the years, heard from many business thinkers, and worked for some great business leaders (including two bedding legends – Sherman and Fazio).  But one book (actually three) that I found most influential when thinking about strategy is the New Lanchester Strategy series by Shinichi Yano back in the mid-90s.  

The books, by the way, are written in Japanese Manga comic book style and a fun read, if a bit dated particularly in how they portray the male-driven Japanese work culture of the time.

Discussion Outline (It’s easy as 1-2-3)

  1. Who was Frederick W. Lanchester?  Lanchester was an engineer (who had over 400 patents and was one of the pioneers of the British automobile and aviation industries) and military theorist in the early 1900s who formulated theories about war that were then adopted and refined by the Japanese after WWII to define how they thought about markets and the battle to gain market share.  This thinking has also become popular in Silicon Valley.
  2. What are his Two Laws?
    1. Linear Law– Ancient hand to hand combat.  Fighting power = to # of troops X how effective each soldier and/or weapons are.  Examples – Battle of Thermopylae (“300”) or battles in Lord of the Rings.  Basically, one solider could fight one opponent at a time.
    2. N Squared Law – modern warfare.  Fighting power = # of troops Squared X how effective your weapons are.  Think of the difference between sword play vs weapons able to fire at long distances against multiple targets.  Examples – WWII vs WWI.  Multiple soldiers could fight multiple soldiers at a time, from greater distances.
    3. Implication – Think about the analogies of these laws to all your business assets and investments, whether your locations, people, products, advertising, or media.  Things like product, people, in-store marketing, and direct mail are hand-to-hand combat.  Electronic media (TV/Radio) is more modern warfare because they could reach multiple people at a time.  Search marketing is one-to-one combat.  Social media is so powerful because it is a hybrid of one to one targeting, broach (w/influencers) with an incredible multiplier effect.
  3. What are some key principles when you think about the war for market share?  These were developed by the Japanese who adapted Lanchester’s theories to business strategy.  I’ve taken some liberties and summarized these down to 3 principles:
    1. Your goal is to be #1 in whatever you do (e.g. find a space you can own)
      1. Only the leader boasts an absolute advantage in battle
      2. Utilize segmentation (markets, products, consumers, channels, etc.) to create opportunities for leadership
      3. Segments must be well-enough defined to create a clear battleground
    2. Concentration of effort is key
      1. Focus your resources on the small number of segments where you can win
      2. Know the rules of battle you will be fighting under before engaging the enemy
      3. Linear Law (e.g. Ancient Hand-to-Hand Combat) – The Japanese calculated that you needed to be within a 3:1 market share ratio of your competitor to win because you can use some combination of segmentation/increased effectiveness to win battles.
      4. N-Squared Law (e.g. Modern Combat) – You need to be within a 1.7:1 market ratio to win, because of the multiplier effect of multiple competitors in a market.  Basically, size (# of troops) has a bigger impact than effectiveness so you need to start closer.
    3. Battles are fought to be won
      1. Never take on the leader unless you have a significant advantage.  Prioritize your attacks on the weak and on weak points 
      2. Separate the competitive target (the leader) from the offensive target (rivals below you).  This is important.  Example – sports teams win the regular season (to get a great playoff position by beating up on the weak times).  Or think about Bob Sherman’s strategy for building Serta – find a partner in each market who wanted to be #1 and work with the partner to mutually build the business.
      3. Only take on the leader when you have gained sufficient strength from defeating the rivals below you.  Then focus on the leader’s weak points.
    4. The key points here are the Differentiation and Concentration so you can win your business battles.  It’s hard for many of us do, especially when you have lot of ideas.  I heard one successful entrepreneur say that the keys to new business success were Focus, Belief and Effort.  Most have belief and effort, but do they have focus?
  4. Ok so what are the implications for folks in this audience?  Yano details many strategies you can use depending whether you are “weak” (battling for more market share) or “strong” (the leader in a market and trying to fortify your position).  I’m going to assume most of the people in this audience are battling for more share rather comfortably sitting on their position, especially given the world we live in today.  So, we can start with some of the things you can do if you are looking to gain share in a market.
  5. Strategies of the “Weak” – Here’s some examples.
StrategyDefinitionExamples
DifferentiationOffer something meaningful the competition doesn’t haveiComfort gel memory foam Purple technology + video marketing Spink & Edgar farm to bed Special delivery, virtual consultations, loyalty programs (e.g. Colders Half Back/Double Back), financing options etc.
Local BattlesFight enemy on well-defined, closed in territory to even the playing fieldCasper NYC/SF Launch Strategy Geo-Fenced Adv/Promotions  Segmentation – e.g. SSB new strategy Limited Distribution
Close CombatCreate situations where you can fight under the linear law and better matchiComfort Display at launch (3x cost) DTC at launch (only competing against the worn-out bed in your bedroom) Fairs and Events (pre-Covid) Private showings/sales SSB leaving Vegas and having own event
One Point ConcentrationFocus your small forces on one area where you can win (sharpshooting or Luke and the Death Star)DTC focus on the buying process iComfort/sleep hot perception No foam vs foam construction Sleep Number and airbed segment Conn’s credit program
Diversionary OperationsConfuse/distract the enemy (Trojan Horse)Organics fake test market example Secret sales vs advertised event

A key thing to remember here is those 3x/1.7x rules – you need to do things that create a decided advantage either in your effectiveness (think a big new promotion or advertising idea) or amount of effort (people/spending deployed), the latter more important when you’re fighting by modern rules.  

And, over time your competition will catch up, so you always need to be improving.  That’s why it’s important to win and scale quickly (e.g. part of the thinking behind Reed Hoffman’s Blitzscaling approach – find your niche, expand rapidly, and build a moat).  Also discuss Powell Doctrine in US Military – overwhelming force.

  1. Strategies of the “strong” – There are many approaches, but I’ll focus on the first three, particularly the first one as it might go against what some people think a leader should do.
StrategyDefinitionExamples
Matching OperationsCopy any reasonably good idea from a competitor right away.TSI’s initial reaction to iComfort (deny) and their eventual success (made cooling a strong feature of Tempur) In tech, being “featured” – your idea or app becomes just another feature of someone else.  This is what has happened to sleep tracking (worth a discussion). Pre-announcements
Wide Area BattlesCompete in an arena without boundaries to counter the weak’s tendency to fight on a close battlefield.TSIs broadening portfolio with Sherwood acquisition (PL & bespoke), push into retail Casper moving to “better sleep” (discuss) DTC players going to retail MFRM national expansion Becoming omni-channel
Stochastic BattlesForce your enemies to fight each other, thus diverting resources from fighting you.In a way, the warranty wars were like that.   Start a price war and then back away and let others fight
Comprehensive BattleAttack from all points to overwhelm the concentrated strategy of the weakDominate all media
Inducement OperationsGet the enemy to show their cards and then conquerLegal challenges Pre-announcements (Vaporware)
  1. What are the big takeaways?
    1. Differentiate and concentrate – do it and do it again!
    2. Pick your battles where you can win and build on those successes.  There are no noble battles in business!
    3. Be relentless about getting better at what you do best and do more of it.  Remember those 1.7x/3x ratios – you need to keep driving effectiveness and use your people, money, and resources in the best way you can to that you have overwhelming force where you choose to win.
    4. It’s ok for leaders to copy.  They should quickly incorporate the best ideas into their business before others exploit weaknesses.  Always be open-minded and “Steal with Pride”!

About Andrew GrossAndrew held an EVP position at SSB and was a board member and SVP of marketing for Serta. During his time at Serta, the brand moved from #3 to #1 while doubling EBITDA. He and his team introduced iComfort gel-memory foam, widely considered the most successful new product in category history and ultimately a profitable $500MM+ franchise.

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Doorcounts

Join us in welcoming our new sponsor, Doorcounts!

Foot traffic is expensive. Do you know what’s more costly? We call it “Track Lack.”

If you lack the ability to track who’s coming into your store and what happens while they’re there (and after they leave), you could have a severe case of “Track Lack.” 

Doorcounts is a tracker and a connector. Doorcounts Connects: 

1. A smart camera to a CRM database. 

2. Every customer to a salesperson.

3. Better insights to your business decisions. 

4. More sales to grow your business faster.

Here’s how Doorcounts works:  1) a camera sends a photo to the next salesperson’s smartphone. 2) the salesperson then records details in a CRM database and upboard from their phone 3)  actions can be automatically scheduled and/or fulfilled 4) you never miss another sales opportunity. 

We’re really excited to partner with Doorcounts. Check out Doorcounts.com today and tell them Dos Marcos sent you! 

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Andrew Gross Calls It “The Best Business Book You’ve Never Read”

Andrew Gross is a battled tested bedding veteran who held an EVP position at SSB and was a board member and SVP of marketing for Serta.

During his time at Serta, the brand moved from #3 to #1 while doubling EBITDA.

He and his team introduced iComfort gel-memory foam, widely considered the most successful new product in category history and ultimately a profitable $500MM+ franchise.

When Andrew told us about the best business book most people haven’t read—one he’s used for years—we perked up.

The New Lanchester Strategy introduces a framework for how to think about market competition.

In this episode Andrew walks us through the three principles of Lanchester strategy and brings the topic to life with examples from the mattress business. 

Be sure to subscribe and tune in for part two where Andrew talks about the future of the mattress business and how to apply Lanchester strategy. 

Doorcounts

Join us in welcoming our new sponsor, Doorcounts!

Foot traffic is expensive. Do you know what’s more costly? We call it “Track Lack.”

If you lack the ability to track who’s coming into your store and what happens while they’re there (and after they leave), you could have a severe case of “Track Lack.” 

Doorcounts is a tracker and a connector. Doorcounts Connects: 

1. A smart camera to a CRM database. 

2. Every customer to a salesperson.

3. Better insights to your business decisions. 

4. More sales to grow your business faster.

Here’s how Doorcounts works:  1) a camera sends a photo to the next salesperson’s smartphone. 2) the salesperson then records details in a CRM database and upboard from their phone 3)  actions can be automatically scheduled and/or fulfilled 4) you never miss another sales opportunity. 

We’re really excited to partner with Doorcounts. Check out Doorcounts.com today and tell them Dos Marcos sent you! 

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Rob Stott Turns the Mics on Dos Marcos

Rob Stott hosts the Independent Thinking podcast, brought to you by Nationwide Marketing Group.

In this episode, Rob turns the microphones around on Dos Marcos to get their thoughts on astronauts, post-COVID business recovery, and the future of retail. 

Be sure to subscribe to the Independent Thinking podcast on iTunes, or wherever you get your audio fix. It’s packed with great content dedicated to helping independent retailers thrive. 

Thanks so much to Rob for having us on the show!

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Sealy Bumps Serta to Retake #1 Slot

As the mattress galaxy continues to shift, Sealy retakes the number one spot on Furniture Today’s list of top mattress manufacturers. 

According to Furniture Today, “Serta suffered an estimated 20% decline in shipments, which dropped to $1.205 billion, and it dropped to the No. 3 spot on the list.”

The Top 20 includes:

1. Sealy

2. Simmons & Beautyrest

3. Serta

4. Tempur-pedic

5. Sleep Number

6. Ashley Furniture Industries

7. Corsicana

8. Therapedic

9. Sherwood

10. Symbol

11. Restonic

12. E.S. Kluft

13. Englander

14. Kingsdown

15. King Koil

16. Spring Air

17. Southerland

18. Classic Brands

19. Boyd

20. Diamond

Dos Marcos talk through factors contributing to Sealy taking the top of the hill. They guys also dig expected attendance for summer Las Vegas Market. 

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

“The Soul of an Entrepreneur” Author David Sax

David Sax is a journalist and author whose written for the New York Times and Business Week.

In his fourth book, The Soul of an Entrepreneur, “the award-winning business writer dismantles the myths of entrepreneurship, replacing them with an essential story about the experience of real business owners in the modern economy.”

In this episode, David introduces the core question: Why am I doing this? 

In true Dos Marcos fashion, we also talk about pee stained mattresses, braided chest hair, and leopard print chairs.

If you’re going to buy David’s book—and you should—purchase from a local retailer, or from Bookshop.org, which supports independent stores by providing a global online presence. 

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

During Times of Loss Connections Matter Most

Losing a loved one is incredibly painful. 

Unfortunately, Mark Quinn lost his mother last week. Dee Quinn was a magical lady who was full of love and incredibly positive. She cared deeply for her family and friends and that love was on display during services that celebrated Dee’s life. 

In this personal episode, Dos Marcos talk about why connections matters so much and how thankful Quinn is to all those who’ve sent love and prayers his way. 

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Crystal Ball Predictions with Retail Futurist Doug Stephens

“Tremendous carnage, fallout, damage done to the industry. And it will really be a resurrection—and hopefully a portal to that new digital landscape we’ve been talking about for 20 years.” 

-Doug Stephens, CEO Retail Prophet

Futurist Doug Stephens is working on a new book: Resurrecting Retail: The Future of Business in a Post-Pandemic World.

We didn’t want our audience to have to wait on the book, so we invited Doug on the show to give us near-term and long-term perspective on the post-pandemic world. 

In this episode, Doug predicts how retail will evolve. He’s not focusing on waves, but paying attention to riptides and undercurrents that can kill a business. 

Doug Stephens, CEO Retail Prophet

As e-commerce grows, physical stores must change, Doug says.

Media is becoming the store. And stores may become more like media outlets. This new store model may work similar to how companies buy TV ads—their media buy places ads on stations that attract their target audience.

Brands will find physical outlets that deliver the best in-store experiences and pay to be on that floor. The purpose of the store will be distributing experiences with products and people in those spaces.

In the mattress category, this approach is likely why digital first brands like Tuft & Needle made moves toward free standing retail. By all accounts, those physical stores lowered local customer acquisition costs and gave consumers a chance to experience the brand and its products.

Where is retail headed and how can you stay relevant? Buckle up. Doug takes listeners on a wild ride.

About Doug Stephens 

Doug Stephens is the Founder and CEO of Retail Prophet and one of the world’s foremost retail industry futurists.

His intellectual work and thinking has influenced many of the most widely known international retailers, agencies and brands including Walmart, Google, L’Oreal, BMW and LVMH. 

Doug is the author of two International bestselling books – Reengineering Retail: The Future of Selling in a Post-Digital World and The Retail Revival: Re-Imagining Business for the New Age of Consumerism.

Doug is also the nationally syndicated retail columnist for CBC Radio and sits on multiple corporate and academic advisory boards. 

Nationwide Help Center 

Nationwide Marketing Group has launched a BACK TO BUSINESS HUB packed with useful information for independent retailers.

For Dos Marcos listeners seeking expert advice as they navigate the changing environment, we have an email address for you to use: help@nationwidegroup.org.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Best-Selling Author Jon Spoelstra Talks 90-Day Theory and Marketing Outrageously

A sumo wrestler doing a Michael Jordan dunk. That’s the cover of Jon Spoelstra’s book: Marketing Outrageously REDUX

Dos Marcos have both read the book, used its insights, and had it on their shelves for years.

It was an honor having on the show the former General Manager of the Portland Trailblazers, President of the New York Nets, and renowned author.

He’s famous for using a rubber chickens in his marketing and Spoelstra has gems of wisdom to pass along to any business owner. 

We talk mattress shopping and tires, how to use Jon’s 90-day theory to improve your career, and the most important question you can ask yourself in business. 

Find out more about Jon and connect with him at JonSpoelstra.com.

NATIONWIDE HELP CENTER

Nationwide has launched a full section on their website dedicated to helping retailers: Coronavirus Resource and Best Practices for Independent Retailers. 

For Dos Marcos listeners seeking expert advice as they navigate government programs and coronavirus assistance, we have an email address for you to use: help@nationwidegroup.org.

Send an email to that address, give the Nationwide team about 24 hours, and help will be on the way. Expert guidance, not misinformation that could cost your business.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

The Big Bang of Creativity Rippling ‘Round the World

Let’s start in San Francisco where Michael Magnuson, CEO of  GoodBed.com, found himself under a shelter in place mandate.

He wrote a catchy song and rallied his family to make a music video. That led to a song number two, a country diddy called “Stayin’ Home.”  See the video below.

Artwork has flowed from paint brushes.

Landscaping projects in backyards across the world have blossomed to life.

Kids are cooking for their parents. T

ik-Tok is exploding with dance routines.

Co-workers are collaborating on new ideas.

Behind the scenes, Dos Marcos have written thousands of words they hope will help retailers.

The creativity seems unprecedented. 

In this episode, we dive into examples of creativity and what it could mean for the mattress industry. 

If you’re not an out-of-the-box thinker, you’ll get tips on how to hold a fun brainstorm and apply those ideas to your business. 

NATIONWIDE HELP CENTER

Nationwide has launched a full section on their website dedicated to helping retailers: Coronavirus Resource and Best Practices for Independent Retailers. 

For Dos Marcos listeners seeking expert advice as they navigate government programs and coronavirus assistance, we have an email address for you to use: help@nationwidegroup.org.

Send an email to that address, give the Nationwide team about 24 hours, and help will be on the way. Expert guidance, not misinformation that could cost your business.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

How Mattress Shopping and Marketing Messages May Evolve

First of all, thanks to Jeff Scheuer, America’s Beducator and owner of Mattress to Go, for the face masks—err, sleep masks (dual-purpose). 

And thank you Jeff and Kristine for all you are doing to serve your community by providing free handmade masks. The people of Shelby Township, Michigan are lucky to have you as friends and neighbors.

Check out Jeff’s Beducation YouTube Channel. Whether you’re a consumer or a mattress nerd, it’s filled with information we find incredibly valuable.

Face mask, or sleep mask?

On this episode, we talk about how mattress retailers are evolving.

The “appointment” model is taking hold. Doorstep delivery is now a thing. There’s talk about protective equipment to cover each mattress during rest tests. 

For those with a cart feature on their websites, ecommerce selling is becoming common place. We’re seeing tremors of change, but what will stick? Where should retailers focus to set themselves up for the comeback? 

Dos Marcos also talk about this—on the backside of returning to the new normal, what messages will resonate with consumers? How do you position the mattress as a solution to problems consumers are facing amidst the coronavirus outbreak? 

NATIONWIDE HELP CENTER

Nationwide has launched a full section on their website dedicated to helping retailers: Coronavirus Resource and Best Practices for Independent Retailers. 

For Dos Marcos listeners seeking expert advice as they navigate government programs and coronavirus assistance, we have an email address for you to use: help@nationwidegroup.org.

Send an email to that address, give the Nationwide team about 24 hours, and help will be on the way. Expert guidance, not misinformation that could cost your business.

Thank you to our headline sponsor Nationwide Marketing Group.

As a member of Nationwide Marketing group, you instantly have access to over 200+ ambitious, entrepreneurial-minded advocates who are dedicated to helping your business thrive. Nationwide serves more than 5,500 independent retail members with tools, resources, training, and technology to help their businesses grow.

Also, thanks to our sponsor, PureCare. PureCare designs essential elements necessary to create a healthy sleep environment. PureCare manufactures the official mattress and pillow protectors of both the National Sleep Foundation  and the Woman’s Choice Award.

Watch the live video of most episodes at Facebook.com/MattressPodcast.

Make sure and subscribe to our email for your direct dose of Dos Marcos.

Hosted by Mark Kinsley and Mark Quinn.