Retail Merchandiser - March/April 2017 - 79
istreri says. "Not only do we have a rich history, we are always
looking in history, but looking forward in order to be relevant and cutting-edge to meet today's customers' needs."
The Serta Connection
As the largest Serta-only retailer in the country, Colder's has
had the opportunity to implement the cutting-edge Serta
Connection technology. Colder's was one of the first to implement the Serta Connection to improve the mattress-buying experience for the consumer.
The Serta Connection uses cutting-edge technology to
help consumers find a mattress that fits their body type and
sleep positions. The consumer begins their mattress-buying
journey in Serta's proprietary "comfortpoint" theater where
they lie down and are fitted for their pillow from a nearby
pillow bar, finding the best one suited to their sleep position.
Comfort preferences for the mattress are then determined.
The salesperson varies the comfort level on the Serta "comfortpoint discovery system" by using adjustable air chambers
to change the feel. An overhead display shows real-time
pressure-mapping profiles of the consumer's body.
"The Serta Connection technology is about finding the
right comfort using the mapping program," Balistreri adds.
"The consumer has a more of an accurate selection process."
The pressure-mapping profile shows pressure circles on
an outline of the consumer's body, indicating where they
exert the most pressure across the mattress. Customers are
Based in Tustin, California, and founded in
Ser1969, BrandSource is a 100 percent memta
ber-owned merchandising group with 4,500
storefronts in North America, and close
to 8,000 "branded" stores in the United
the choices and
States. It provides buying and merchandismakes the buying
ing services for major appliance, consumer
electronics, bedding and furniture retailers.
The goal of BrandSource is the success
and engaging for
and growth of the independent dealer. Providing its members with a common identity
program helps to establish top-of-mind
recognition among consumers. This in turn
allows BrandSource to leverage its store"Since the rollout
fronts into a national chain of stores, making
in spring 2016,
products available to consumers anywhere
in the US.
we have been exToday, BrandSource encompasses a numtremely pleased
ber of divisions based on various product caton several levegories that its members sell. Each division
els. Our goal has
specializes in its own category; however, each
always been to
retains the key tagline, "source," indicating
to consumers that BrandSource, or one of
get the customits divisions, is the source for any consumer
er into the right
electronics, furniture, or appliance need.
comfort level and