Have you ever tried to comparison shop among mattress stores?
It’s difficult and that’s by design, argues Mark Anderson, founder and president of FloristWare, and a contributing writer for Floral Management magazine. http://online.qmags.com/FLM1017#pg16&mode2
“Mattress manufacturers make unique models for each retail chain, so chains very similar if not identical models, but bearing names unique to them,” he explains.
By eliminating exact substitutes and making comparison shopping more difficulty, manufacturers avoid a race to the bottom: a situation where retailers keep undercutting each other.
“Instead retailers compete on sales and marketing while preserving high margins,” writes Anderson, who notes that recent online startups are attempting to disrupt that longtime model.
Read more from Anderson on how that traditional mattress pricing model compares to floral industry processes — and how florists can reduce comparison shopping to net higher sales. http://online.qmags.com/FLM1017#pg16&mode2
