Las Vegas exhibitors add drama, emphasis at point of sale

By Jane Kitchen and Barbara Nelles

Magniflex POP

At Magniflex, a new focus on Italian art and culture

A handful of manufacturers placed an emphasis on revamped point-of-sale materials during the Las Vegas Market Jan. 26-30.

Italian manufacturer Magniflex added romance and emotion to its products with new fabrics, styling and POP that emphasizes the company’s Tuscan heritage. An array of posters, headboards and other items celebrate Italian art, culture and quality craftsmanship. Magniflex’s five product collections were each reorganized into a good-better-best merchandising strategy, making the beds simpler to sell. The product line is priced from $1,299 to $3,699 for mattresses only. Also new are U.S.-made wooden slat foundations that knock down for shipping and color-coordinate with each collection.

Tempur-pedic POP

Tempur-Pedic revamped POP for Tempur-Cloud and Tempur-Contour collections

In addition to refreshed covers in the Tempur-Cloud and Tempur-Contour collection, which include vivid zippers in blue or orange, crisp white-knit panels and charcoal borders, Tempur-Pedic launched eye-catching orange or blue POP that included labels and headboards designed to spell out the collection’s “good-better-best stepping story,” said Karl Myers, Tempur-Pedic direction of consumer experience. Headboards offer simple descriptions of each bed’s comfort experience, making it easier for sales associates and consumers to compare and contrast beds during the mattress selection process. Symbols and icons on each headboard provide information about firmness and the “Tempur Adapt” level of the bed.

Kingsdown unveiled a dramatic new point-of-purchase display for its Sleep Smart system, which features an interactive media presentation from the product’s researchers and developers. An embedded video monitor plays an interactive presentation, featuring Dr. Robert Oexman from the Sleep to Live Institute, and the display uses bold graphics and provides consumers with adequate privacy to test Sleep Smart “active technology.”

Marketing services company Wright Global Graphic Solutions debuted its Express Showroom Solutions, which includes customizable top-of-bed and showroom displays that can be shipped in 10 days in good, better, best programs that include footer, pillows, headboards, posters, banners and floor graphics.

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