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Understanding the heart of your consumer seems like an easy task, yet, truly connecting with the hearts and minds of your customers can be a mental game.
Right now people in all walks and seasons of life are exhausted. They are frustrated by the ongoing pandemic and the constant political barrages associated therewith. People are aching for a sense of normalcy and anxious by the thought that “normal” may never really return.
So how do we, as an industry, fit in and meet people right where they are at? How do we turn the necessary task of shopping for a mattress or picking out a piece of furniture into an experience of comfort and joy this season? In this episode, we discuss the state of the consumer and how investing in the emotional connection can do good for the soul and for the bottom line.
Full Transcription
Mark Kinsley:
I haven’t seen it yet, but it’s out on Disney plus, among the stars with Chris Cassidy. We talked about it here on the show on our previous episode we did with Mike Magnuson and Jeff Cassidy Chris’s brother but of course Chris Cassidy and astronaut hopped over to Disney plus right now check out among the stars and of course go back to fam dot news and search 182 days in space and you can listen to that podcast we did with Chris Have you watched it yet? Quinn?
Mark Quinn:
No, I haven’t actually you know what? I’ve been into the squid game show or squid something might son told me about it. It’s very disturbing. I’m very happy to switch over to a inspirational story starring our favourite astronaut Chris Cassidy
Mark Kinsley:
Okay, so you got to tell me about about squid games? Is that what it’s called? I’ve been hearing about this yeah it’s–
Mark Quinn:
It’s so disturbing the first episode was good. I’m like halfway through the second but Nick’s my son tells me it’s sad but like the whole first thing is like you got all these guys that are in debt I won’t give too much away but they have all these guys that are in debt right? And so they go to them and they say hey, you want to play a game and here’s all this stack of money and you can win it and get yourself out of debt. But if you do go then you have to play to win and by a win if you win you win the money but if you lose you die and so the very first game was red light green light right? And so the cinematography of it that everything is really really done well but if you you know how it is the game right? It’s a green light and then you start running and then they say red light and then you stop and if you move then in the normal game the person who is the leader of red light green light turns on sees you move in they say yeah, you’re out. And then you argue about didn’t move. Well in this game. They just shoot you in the head. I hate to win that. Oh, yeah, it’s a little it’s a little tougher to win. But anyway, so that’s the first episode and but they do great character development and I’m sure they’re all gonna die but it’s it’s kind of weird. It’s kind of a but you know, they’re saying that it’s going to be the the biggest, most watched web series maybe ever on Netflix, and that’s saying something.
Mark Kinsley:
And so you’re into it, though. Like you would say, hey, yeah, you should check this out. I think you should check it out at this point, just to be culturally relevant.
Mark Quinn:
I’m into it, but I’m weird like that. Like I have to like I don’t want to watch that. And like be disturbing, good or bad, I have to be in the right state of mind. So it’s gonna probably take me a while I’m not really great with all the like, you know, gratuitous violent. But anyway, it’s really, really well done. And it’s interesting as hell. So there you go, but I would much rather watch Chris Cassidy.
Mark Kinsley:
So, yeah, but ultimately it’s a it’s a show about people playing a game, but the stakes are very high and this holiday season, in your retail stores, you’re going to be playing a game, and the stakes are pretty high, but it’s not, hey, I’m going to get shot in the head, if I lose it red light, green light. And that’s what we’re talking about on the show today is the state of mine, with holiday shoppers coming up. And we had a great webinar we do with our friends over at podium, and we hosted that, and along with our friend Scott from Jerome drums, and it was really a rock star by the way, he’s totally amazing guy, we got to have him on furniture. So we were talking about what’s going to happen going into the holiday season, what state of mind are people in? And we were talking about this a little bit just before we hopped on the show with our producer, Chief of Staff, Jill of all trades, Adrian, yo, Adrian, hold on Yo, Adrian?
No, I don’t have it here.
Mark Quinn:
Let’s hope you do yo Adrienne was talking about.
Mark Quinn:
Just wait in mind with, you know, not Furniture and Mattress people, but just your friends. By the way, Adrienne is also the voice of the fam. So go subscribe to the fam Audio Stories on Apple podcasts or Spotify. And every story that goes up on our site goes there first. So it’s really worth having like all the mattress, news, all the insights, everything is there. So her reads are fantastic. By the way, like when I when I click on the fam Audio Stories, when I’m in the car, if it’s one of hers, and she’s reading it, I love it. She does such a great job. She’s awesome.
Mark Kinsley:
And so we were talking about like, and I love her perspective. And we love her perspective on these different topics, because she’s coming in with fresh eyes. And so we were like, what, what are your friends thinking about? What frustrations do they have? Are they happy? Are they sad, like what’s going on in their lives. And so she is connected with a lot of people who are in the stage of life where they’re having kids, and they have young kids. And of course that comes with its own challenges and frustrations. And then beyond that, I mean, I think there’s just a level. So that’s one factor one column. The other is people are just worn out. Like people are starting to feel exhausted, and going into the holidays, which can be taxing in their own ways. We need to be aware of that, as retailers, as manufacturers, as people that want to serve others that are coming into our store and coming into our world. What what’s your sense of the state of mind of the consumer when, especially after talking to Adrian, but also being on that podium podcast?
Mark Quinn:
You know, I really, so I’ve been travelling a lot, Mark. And so I’ve been in airports and I’ve been with lots of strangers, oddly enough, right? So just striking up some conversation. So I feel like I have a little bit of perspective on it. But and I always asked the people when I’m checking into hotels and flights attend So Mike, how you doing? You know, because they are dealing with the public and people are angry Muslim when you travel? Right, you’re stressed and stuff. And I think that’s it. I mean, I think some of the announcements that they’re making on aeroplanes. I mean it’s a little freaky man that is that was on the plane yesterday going to Florida and it’s like this really robotic recording is like this is your pilot and it was like almost a computer read Kinsley I was shot, you know, you must wear your mask. And they’re like being really stern with it. And I’m like, it must be like really bad for them, because they’re being so aggressive and how they approach that, but they probably are, because they’ve had their hands full with passengers. And I don’t blame some of the passengers because they’re just stressed out and they’re tired of it. And people don’t want to wear a mask anymore. People are tired of talking about it. They’re tired of having the conversation. And I think anyone who’s dealing directly with the public, like a lot of the people in this audience, you know, I feel for them. Like, I think one of the things that we should be talking about going into this is have empathy more this year than ever, like ask questions, be more interested than interesting. And listen to your customers. Bring him in, maybe serve him a lunch, maybe get your top 20 customers of the year and bring him in and just have lunch with him and say you have no idea how grateful we are for you guys or part of your commercial stop pimping the sale and send him a message How about celebrate your own people, in some ways, but I think it’s so important to acknowledge that it’s the end of the really tough year for a lot of people. So just have compassion for that and know even though someone might be an asshole, Kinsley.
Did you just call me you go even though somebody might be an asshole, Kinsley.
Mark Kinsley:
We’ll have to listen back. really know for sure if I called you and asked what I meant to say was even as old as being an adult you don’t really know what they’ve been going through maybe maybe more than ever right? So what I don’t know what’s your take, what are your What are your friends, telling you? Like, what do you hear?
I think those are really salient observations about the frustration, and about having empathy. Because look, even outside of all these crazy times we’ve lived through when people come into your store, they’re going through a transition. And when you’re going through a transition, there’s uncertainty. People are scared, what do they want assurance of an outcome. So you should be there to help them find that assurance of an outcome, help them in that transition. So now you’re layering on frustration, and uncertainty in other areas of their life on top of this transition they’re going through with, whether it’s redecorating their home or moving to a new place or somebody died, or somebody’s getting married. Those are big things in people’s lives. So you’re right, like just having that extra moment to say, I see you. I hear you. I understand you. If people feel heard, and understood, it changes their whole demeanour, it can make people melt. Because they walk through life not being heard. Not being seen, not being understood. And they don’t need they don’t always need your answers and your solutions. Sometimes they just need somebody to listen, I hear you. What do you want to do about that? I’m here to help you.
Mark Quinn:
In it’s funny for men, I think the what’s the right word, the criticism, or at least for my wife with me is stop fixing it right? She’ll tell me something and I’m immediately as I’m listening to you, I’m like solving the problem, right? And sometimes it’s not about that, and I talked about this on that show with podium. But you know, I American Airlines lost my bag. And, you know, you had get you just given me a really cool gift. Something that my mom had given me was in that bag. And I never checked my bags. So I was interested about getting it back, I wanted to get a pass on my sport codes and you know, 1000s of dollars worth of stuff in so I knew that the lady I was talking to didn’t lose my bag. So I was really careful not to get frustrated with her. But it took 45 days, right. And it didn’t bother me because Celeste, which is the person that was dealing with me, she she called me all the time and gave me updates and said Hang in there, you know, we find 98% of them. And you know is really, really cool with her about it. But I mean, it didn’t matter that they because of the way that she handled that, you know, it made me it just gave me some comfort about it. And she just listened. And she the very first time it’s after, that’s all she did was just listen to me kind of like show some frustration. And ever since then, I mean, we talked probably every week and she was just cool. And it didn’t bother me nearly as much because she I just knew she appreciated where I was coming from. And she handled it great because she was constantly on the phone with me so and when you got the bag back, you celebrated. I’m sure what I did is because you had pants in there, normally he would do no pants dance. But since he had pants again, he did a pants stance.
I did opinions in it well and you know i and i i sent a very nice email to Celeste and asked her to share it with their supervisors because those guys need to know, right that she did an outstanding job. I felt like they needed to acknowledge her. But Mark, I think something that’s really big that is also part of this is you know, for our research deck and guys listening to this, if you want to use it, you’re welcome to you can go to fam dot news and subscribe. At the very top, you can become a member and you’ll get this entire deck. But the status 36% of consumers said that they’re having new sleep issues. For everyone out there in the mattress industry. I am begging you to please pause on this for a minute. Take that statistic just you know, credit fam with it, but share it and talk to the people in your market and say listen, when you don’t sleep well, your ability to handle stress in your life drops drastically. Your ability to feel joy drops drastically. Your ability to enjoy and be in the moment drops drastically. And here they’re saying 36% of people are having new sleep issues. My goodness, what a great opportunity. Now that you know that is to shine a light on the problem. It’s a great marketing tactic anyway, and then solve the problem, but show compassion and say look, 77 million people already had sleep problems. And now 36% of people are saying they have new sleep problems. We’re here for you. We can help fit you for a bed, find the right pillow, find the right mattress, use that language because you know what they’re feeling. Don’t you think?
Mark Kinsley:
It’s a no brainer. We talked about the state of mind of the consumer going into the holiday shopping season. Well, the state of mind of the consumer, you just outlined part of it. They’re tired, they’re tired, they’re tired and they’re having more sleep issues than ever before. I mean, and here’s here’s the extension of that. And like you said, you can go to familysearch dot news and sign up and get this research the whole thing. Plus, when you become a member, you get our audio book for free, which is pretty cool. Thank you to Neil greenheart Haxton Road Studios for that recording, he’s amazing. We had a great time. So here’s the deal. 36% of people have new sleep issues. This is their state of mind coming into the holiday shopping season. They’re stressed out, they’re tired, and if Adrian’s experience with her friends is any indicator. They’re going through a lot. Kids who knows what else so here’s the other part of this and the research 63% of our respondents said they know a lot about sleep. Then we followed it up more like if you know a lot about sleep, let’s see what helps them get a good night of sleep. Like what what would the things that they would rake rank to give them the best sleep and we put stress management, the mattress sleep environment, sleep aids, exercise nutrition. Okay, so the question was, please rank the following in the order of importance to your personal achievement of quality sleep, at the very bottom of the list in the last place is nothing else but the mattress. At the very top the ranked the highest is sleep aids, which is you and I, we’ve been fighting this fight for years. I feel like the pill companies in the pill popping companies want to own better sleep, rest and relaxation. And here’s the deal they’re winning. What can you do about that, as a retailer as a mattress retailer? What can you do about it? This just came to me Quinn, so I want you to react to it. I think we need to acknowledge where people are just like we talked about earlier to feel seen, heard and understood is incredibly important. Well, right now, people think the best thing they can do is take a sleep aid. And that could be melatonin or prescription or any range that they’re in between. So if mattresses are at the bottom, maybe we acknowledge and say, Don’t let your mattress be the problem. It’s part of a great night’s sleep. It’s the foundation of a great night’s sleep, we know you have your routine to get the best quality rest, you know, don’t let your mattress be the problem. And just kind of in a way acknowledge that there’s a collection of things that go into good sleep. And we’ve seen this from research before. You know, people are talking about their pyjamas and the temperature and light noise and all this other stuff and stress. And usually the mattress is not the first thing people think of make them think of it make it part of that basket of goods that they need to make a good night’s sleep happen for them.
Mark Quinn:
It it makes so much sense. You know, Mark, when we were both on better sleep Council is always that challenge of the dotted line connection. Right? So when people are in the store to buy a new mattress, they’re there. It’s a grudge purchase, people don’t really want to do it. And then in this, this survey result that we did is clear evidence of it. You know, and we talked about like, let’s put it through a different filter everyone. If you were to ask that same question to consumers about weight loss, and you said okay, like, what’s the best way to get weight loss? Do you think sleeping pill would be number one? Now, it would not be number one, it would be you know, eating right?
Mark Kinsley:
You mean exercise diet? Like exercise pill, like a diet? No, that is a sleeping pill.
Mark Quinn:
When I said sleeping pill–
Mark Kinsley:
Yeah. You mean like, like a diet pill?
Mark Quinn:
A diet pill? Yeah, like if you were to say to consumers, like how do you lose? What’s the best way to lose weight? You’re not gonna get number one answer diet, a diet pill, right? A weight loss pill? It’s not anymore back in the day? Probably.
Mark Kinsley:
Not anymore. And so how far are we right? From educating average, normal everyday people? That guys, this mattress isn’t just something you sleep on a mattress can literally change the quality of your life. We aren’t saying enough. We’re not singing enough in our businesses. Were not singing enough in social media. Kids, if we were to put together a three question exam, right? Going back to the consumer saying, Oh, yeah, we know about our sleep. I call bullshit, right? I don’t think they know about their sleep. What are the three basic questions for you know, a sleep test? We would give people’s Oh, you know enough about sleep? Okay, let’s ask you a couple questions. I would ask him how many stages of sleep? I would ask them what’s the half life of caffeine? And what would be another one, right? Like, how many hours of sleep should you get? Which is we both know, it could very well be the answer to that. Right? But people will say seven hours. I think they’ll answer strongly there. And if people like I don’t think people can answer those questions, but if you flip that in weight loss, how many you know how much Time should you spend exercising every day? Most people know the answer to that, like they have it. But I just I don’t know, I just think it’s such a profound thing. And it’s such a huge opportunity, especially right now.
Mark Quinn:
Well, it’s probably tough for the consumer. Because sure I know a lot about sleep. I do it every day. Like, how could I not know about something that I do every single day? It’s like, if I were to ask you like how much you know about driving, you’d be like, a lot. I know a lot about driving I drive every day. But then I’m an excellent driver. Yeah. But then when you whenever you get into the head, we all are right.
Mark Kinsley:
That was that was a what was the movie Rain Man reference?
Mark Quinn:
Yeah. Well, anybody going faster than me is crazy. Anybody going slower than me? Stupid, right? You’ve heard that quote. Right. Right. Right, right. But we think we’re all you know, we know a lot about driving because we do it every day, for example. But whenever you’re educated on a topic that you think you know a lot about, just because you do it every day, all of a sudden, you start to realise, oh, there’s a, there’s a real blind spot that I have. And I think that’s our opportunity in the mattress industry is that that education piece and peppering in education about your mattress. And I tell you, you’re right, we need to be telling the stories about people who got fitted for the wrong mattress, sorry, got the wrong mattress and need to go get fitted for a new one, I just had a friend the other day, we almost got swallowed in a stairwell by King Size England or mattress, heavy duty. And we were moving out to mattresses that he bought from an online brand, a very, very prominent, popular online brand. They just didn’t work for him. And, you know, several, like, five, six days later, I’m like, hey, sleeping man on your Englander. He’s like, it’s like, man, number one, I’m dreaming more like very vividly. That’s like, that’s a good sign. It’s like my wife is getting up like a half hour later than she used to. She was probably uncomfortable. So where are those stories in your business? About you helping somebody change their life and get better rest and about them having potentially made the wrong decision. So we need to wait. But ultimately, those are great to tell. But getting back on track, what is the state of the consumer going into this holiday shopping season? let’s remind ourselves, they’re worn out any changes that were kind of bubbling up, I don’t know if you’ve seen this in your world, and any changes that are bubbling up, have started to take place and unfold, job changes for people. Just different life circumstance changes a lot of them stressful. So I think people are gonna be really stressed going in the holiday season. Yeah, they’re gonna want to know what merchandise is in stock and ready to rock. But they’re also going to want somebody that just listens to them understands and communicates with them consistently. That’s where we’re kind of talking about with podium, like, you need to start marketing to your customers. Now, by texting them and letting them know we’re thinking about you need the marketing for the holiday season starts now it started last month, it started the month before that. And then, you know, just making sure that you’re you’re intentional about that. And you’re creating some surprise and delight. And you know, there’s a great idea from from Scott with drums, furniture, about a promotion. So we’re gonna give you something tangible here. So they had a great promotion they did where it was 15 days of a product reveal with a big promotional savings attached to it. And so it made me think of a big advent calendar. So maybe you could do something advent calendar wise, leading up to Christmas. And what that does, from a principle standpoint, its mystery. People love and hate mystery, because it opens up a loop in their mind, and they want to close it. So anytime you can create mystery in your promotions, and you can even create mystery with the reveal. But you also create mystery with something that gets paid off in store. So think about how you can create mystery mystery is magical also. So the holiday season ties into that very well.
I have an idea.
Mark Kinsley:
Yes. You use the yuan, the nerd glasses right here.
Mark Quinn:
Yeah, in the white shirt that you’re building on your mystery idea. What if you had a day in your store? By the way, I didn’t say this was a good idea. What day in your store where you said you can go to the mall, right and get your picture taken with Santa. Like if you get the picture and everyone’s gonna have a picture with Santa or you can come to our store and have your picture taken with Fred. Fred is sent his brother and nobody’s got their picture with him, but he works at the North Pole. He’s just as big. Get a guy with a big personality. dress him however you want. In now everyone’s gonna be like Like, what’s Fred? Like? Who’s Fred? Like, what does he look like? And they’re gonna want to come in meet Fred and there’ll be the first one with the picture of Fred Claus.
Mark Kinsley:
But yeah, I think it’s a brilliant idea and to build on that, Adrienne, put this idea in our newsletter last year, make sure you’re subscribed at fam dot news goes out to more than 6200 people in the Furniture and Mattress industry. So you want to be on that list. The idea was write letters to Santa and have kids write letters to Santa and make your store the drop off point put a big magical red candy cane striped mailbox out there. That’s letters to Santa. And then you get people in the store you get kids dropping stuff off you can answer the letters to Santa you can mail promotions back to the to the parents, you can just create this fun whimsical magical experience while generating leads the whole time and guess what? Maybe while they’re they’re dropping off their letter that’s when they get the picture with red claws. Which is actually a movie by the way you can spawn, so maybe you name them Eddie.
Mark Quinn:
Maybe since his nephew Tim Claus i don’t know i mean, whatever you want, but dress him up wherever you want. So yeah, I’m with you man. I think he made some good points about connecting dots to things he can help you sleep Sleep is the thing in understanding and having empathy for where people are I think is a big deal so Hey, I got something kids what you got see this.
Mark Kinsley:
Does that say fam dot news under the fam logo? So it’s a brand new hat we had made and we gave them out at the nationwide primetime event Nashville and it just so we gave, I don’t know 100 200 of them away printed by our great friends at Colonial Ltd promotions love those guys. And so anyway, there’s the hats we use them for and today what we’re going to do anyone who take the very first person to text through a podium platform 843 Marcos to text the word Fred Claus and you are going to be the recipient of this hat right here.
Mark Quinn:
I love that and hey by the way that that colonial promotions calm that’s where you can get all your swag needs fulfilled. This is actually where I got this Englander shirt right here and I tell you it is the easy button for me because I know what I get is going to be quality and that’s such an important thing for me because you want your brand represented well those hats with fam dot news on them super good quality people at the nationwide show we’re wearing them loud and proud we got a picture from our boy Keith moneymaker out in North North Carolina he was wearing his fam dot news hat so if you have any needs look at that my man looking good beard the Grange Yeah, coins hold up his phone for people listening. But go to Colonial promotions, calm. You can see all the products featured on the fam over the past, gosh, three months. And definitely get in touch with Tim and Wes great people. They source amazing quality products, excellent pricing, they can kit they can manage employee promotion programmes, you know, appreciation programmes. They’re very robust and nimble operation and they’re there to help. I mean, these are consultants and these are friends of the industry and the two we use and they’re cool. They’re just cool people. And what a great guy Scott. I know I got to get on this team. Hey, listen, Scott Perry with drones had a great time with you today. Wes the whole crew of colonial for all of you listening lots of love to you guys we’re sliding into the holiday season I got a pumpkin candle burning right now Kinsley in here it’s October. We’re seeing all the Halloween decorations. I think people need the holiday right now. So I think it’s going to maybe lift some spirits out there and hope it’s going to do the same for you listening in by the way Do us a favour and go to iTunes or Spotify or wherever you listen to this podcast and give us a like and a rating and please share it because we want to grow the fam and get more people involved.
Mark Kinlsey:
Well said my friend. I hope you have a great rest of your day. And I don’t don’t miss out. Don’t think that you you’re not going to get the hat text us 843 Marcos 2.
