DALLAS – Corsicana Mattress has revamped its operations to speed delivery of its products to retailers, officials said.
The bedding independent said the new procedures enable it to get its newest products onto retail sales floors in a more timely fashion. The overhaul of its operations and product development cycles ensures that new products are now available to dealers immediately at the time of launch, officials said.
That means that Corsicana’s dealers do not have to wait weeks to receive the first shipment of a new product, and they don’t have to guess what the final version of the marketing support materials will look like, officials said.
“Our new product launch focus offers a significant competitive advantage to our dealers, allowing them to react more quickly to changes in their marketplace,” said Michael Thompson, CEO. “Not only are the new products ready to ship immediately, we also have all the adverting and promotional materials, point-of-purchase displays and web support ready to go.”
The quick-ship strategy applies to all four of Corsicana’s national brands: American Bedding, Early Bird, Renue and Sleep Inc.
“All the excitement and momentum that we generate at a market is lost if our retailers have to wait weeks or often months to get new floor samples,” Thompson said. “We want them to be able to sell our newest products right after they see them, and we’re confident that our research-driven product development team will design the right products at the right price for them.”
The effectiveness of the new strategy was highlighted by a successful Presidents’ Day promotion for Corsicana’s American Bedding brand. Dealers who signed up for the event during the Las Vegas Market received floor samples well before the holiday weekend, and the promotionally priced line did well for retailers, the company said.
Many Corsicana collections also offer retailers a turn-key e-commerce component, allowing them to stock a boxed bedding product for in-store pickup or home delivery, officials said.
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