Every Day Is A Season Finale
By Wanda Jankowski, Editor-in-Chief

During Sweeps Weeks, television networks pack their schedules with season and end-of-show finales in the hopes of drawing maximum viewership. It is during these sweeps times that program audiences are measured and the results used to influence program scheduling and advertising decisions. Sweeps Weeks occur several times throughout the year, with the most recent period running from April 29 through May 26.

This editorial was written during the Sweeps, just after Bret Michaels heard “You’re hired” from Donald Trump and became “The Celebrity Apprentice,” and the gang from “Lost” met up in the afterlife to move forward to the next adventure together. Both shows were big business, designed to garner huge advertising fees. Both shows were also tear-jerkers, with “human” appeal that compelled viewers to watch out of loyalty or the kind of curiosity that prompts us all to peek around the corner to see what happens next.

So in other industries, just as in the making and selling of home textiles, business success involves cultivating human emotional responses—trust, loyalty and the feeling that what is purchased is “good,” “satisfying” or “enough” in relation to what is paid.

Manufacturers are really trying to achieve these emotional “goals” and make consumers happy by packing products with valued benefits. There are consumers who will purchase a pillow because it’s the cheapest out there, but as seen in “Creative Solutions,” our basic bedding SMART Report, technology is enabling more tempting propositions—problem-solving pillows that accommodate varied sleep positions, deal with allergens and prevent snoring.

From what manufactuers state in “The Tie-Breakers,” offering products made in the USA can give retailers an edge. Fortunately, there are still companies who do some or all of the manufacturing process in this country, offering quick turnaround and benefits from lower shipping costs.

The range of eco-friendly products continues to increase, with this feature becoming an advantage for a number of consumers. It is difficult to get past the “green-washing” marketing techniques, as discussed in “Going ‘Green’ Is Getting Vocal,” but it is a category that allows retailers to distinguish themselves to those customers who crave something “different.”

The articles in this issue reveal that suppliers are working to make every purchase a “Sweeps Weeks” home run. However, part of the selling equation—the human response factor—also depends on you. It’s not just what you sell, but how you sell it. Your store environment is your “show production value,” your sales associates are your “award-winning cast and crew,” your customer service and merchandise provide the “props and plot twists.” Seeking out the best products suppliers have to offer and doing your best to educate your customers about them can make every day at retail a grand season finale.