DYNAMIC BEDDING, DYNAMIC FRANCHISING

The Bed Shop has a limited but strong franchise base with most franchisees owning two or more outlets. In a challenging economic environment with constantly changing customer needs, The Bed Shop franchisees fulfil dual roles as both business owners and partners, contributing to the strategic growth of the business and playing an active role in brand building, new product development and business process improvements.

While dedicated area representatives offer operational support to franchisees, the franchisor’s operational planning department researches and approves new sites for store locations, designs and plans store formats, and prepares budget and financial projections for each site.

The Bed Shop believes that their staff are the face of the company. As such all staff should have the knowledge and skill to assess each client’s distinctive requirements and to make informed recommendations on the best bedding choice. Training and skills development courses are provided through both an online system and training sessions presented by topic experts. All franchises have access to the franchisor’s training platform where staff receive interactive and up-to-date training on products, sales skills and other communications. Incentives are used to encourage continuous sales and product knowledge learning at store level.

With matching the evolution of the modern person’s lifestyle as the principal motivator behind their mattress designs, The Bed Shop continues to bring innovative raw materials, designs and core construction to their bedding designs. As a customer-oriented business it is their aim to give each customer the chance to build a bed that caters to their distinctive and specific needs — from construction to comfort and colour.

At their manufacturing facility located in Krugersdorp, Gauteng, Dynamic Bedding produces their own range of affordable quality beds that incorporate the latest technology and adhere to international standards and specifications. Employing upwards of 100 staff, they are able to produce custom products for any industry, be it retail, recreational or hospitality, within a short time frame.

From their Krugersdorp facility, their in-house distribution and logistics team ensures timely delivery of stock to the various outlets across South Africa, Namibia, Botswana and Zambia.

The Bed Shop engages in a variety of marketing activities to build and promote their brand — from national promotions to individual store campaigns and digital marketing.

National promotions, in which all Bed Shop outlets participate, run for six weeks over two month-ends. These promotions typically incorporate national newspaper adverts, digital campaigns, in-store posters and merchandising, and pamphlets distributed either through direct post or by physically handing it out at traffic lights in the vicinity of the shop.

At store level, franchisees are encouraged to build awareness in their local communities through outdoor marketing activities and by participating in mall shows and expos that give them the opportunity to engage with potential customers. Where necessary, franchisees can call on the franchisor for support with their local marketing initiatives.

A strong online presence that allows the brand to engage with its fans on Facebook and Twitter has increased brand awareness. These platforms are used to perform surveys, advertise national and other individual campaigns, host competitions, and act on queries.