Originally published in Furniture/Today's May 24, 2010 issue
Female sales associates, seen by some in the mattress industry as better able to connect with female consumers than their male counterparts, are in the minority in the bedding specialty stores, but are better represented on furniture store sales floors.
Those are some of the key findings of a groundbreaking retail survey conducted by Furniture Today that examines various gender issues in the mattress purchase process. The newspaper conducted the survey to better understand how mattress retailers view the role that women currently play in the industry, and determine if they could see that role changing.
The online survey generated responses from bedding retailers, about evenly split between bedding specialty stores and full-line furniture stores. Together those retailers operate almost 1,400 stores. As a group, 37% had sales of less than $2 million last year, with 17% reporting sales of $20 million or more.
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