A few months ago, we had a chat with Bedstar’s Digital Marketing Director, Jonathan Stalker. Everything was going swimmingly. When we published the interview, COVID-19 was only starting to become a concern in the UK. Not long afterward, the country went into a lockdown, from which it’s trying to emerge gradually.
But throughout this lockdown period, big things have been happening at Bedstar. In September 2020, the company will launch its store’s rebranded version in Knaresborough, North Yorkshire. Bedstar follows safety guidelines and will be making the most of technology to offer customers a safe but enjoyable shopping experience.
We had another chat with Jonathan to tell you a little more about the rebrand. Below we discuss some of the things customers can expect when they visit the store and some of the challenges Bedstar has faced while relaunching the store as a Bedstar store during this pandemic.
How is Bedstar rebranding its store?
Unless you’ve been inside the store, you might not know Bedstar was there. That’s because just now, it shares the store with its flooring brand, Woodwards, and ‘Woodwards’ is the name you’ll see on the front of the store. That’s all set to change, according to Jonathan, who says that the store will match the website and become a fully-fledged stand-alone bed retailer.
From September, the store will be a Bedstar store and part with its original high-street name of Woodwards since 1965. The flooring department will close, and the store will devote itself to beds. It’s a large store, and there’s lots of stock, and customers will be able to view beds comfortably.
Serving customers even better
Although certain restrictions are in place, Bedstar has been working hard to ensure they have as little impact on the customer experience as possible. Jonathan tells us: ‘One of the measures we are putting in place is to book an appointment to ensure no other customers will be present at the time of visiting. This also allows our store team to focus on the customer’s needs.’ It means that not only is Bedstar keeping the customers safe and helping them have a better shopping experience while in the store.
Online and offline, working together
Will we see online and offline working more closely together? Most certainly, confirms Jonathan. Tech will play a big part in the store and is one of the main changes at Bedstar. As well as being able to view the stock inside the store, customers can browse the online store and see thousands of products that Bedstar doesn’t have the space to display in the store. Staff will be on hand to guide customers, who can make their purchases in the shop.
What challenges has Bedstar faced during this time?
Of course, rebranding a store is challenging at the best of times, never mind amid a pandemic. Bedstar has had to face some real challenges while getting ready to relaunch the store, as well as during this pandemic period in general:
Balancing safety and smooth business operation
Like many other retailers, Bedstar has had to walk that difficult tightrope between keeping the customers safe, offering them the best shopping experience possible, and staying afloat.
Balancing these three aims has been one of the toughest challenges of the relaunch. However, Bedstar has prioritized its customers’ safety and is taking great care to follow governmental guidelines. ‘The time spent behind the scenes preparing for the relaunch has been extensive but will result in greater customer satisfaction. Our key goal is to ensure our customers are safe and the guidelines are followed while browsing and trying out products. The measures we have taken will ensure this safety,’ explains Jonathan. It suggests that Bedstar is confident it has achieved this balance.
Dealing with uncertain times
Just like many other businesses, Bedstar is venturing into the unknown now and trying to succeed at a time when the coronavirus has inflicted massive damage upon companies and upon the broader economy.
Can they navigate this period of uncertainty successfully? The company feels it can: ‘Like most businesses, preparing for the unknown can create challenges. Staff and customer safety have to be paramount, and we feel the measures we have taken to attain this will put us on the right path to push the business forward positively.’
Supply chain issues
It’s not just declining sales a business can suffer during the pandemic. Jonathan reveals that this isn’t the only problem a company can face. Jonathan says about the bed industry’s experience, ‘The biggest issue we are seeing is a shortage of raw materials actually to manufacture products. Most of the raw materials are shipped from abroad. As other countries experience similar lockdowns, the knock-on effect is these raw materials are now in high demand as the suppliers try to catch up with their order books.’
But even in these crazy, difficult times, there have been some positives. The industry has had an important role to play during the crisis. Jonathan reminds us that a night of good sleep is vital in stressful times and times of change. He feels the sleep industry has a responsibility to help provide this for people.
Tips for buying a bed in the time of COVID-19
COVID-19 may have changed many things, but it hasn’t changed the way people should choose a new bed. ‘Take your time when buying a bed. Set aside time to consider what you want from it rather than shopping by price. After all. You spend between a quarter and a third of your life in bed,’ advises Jonathan.
Patience isn’t the only factor. Being aware of your needs and understanding them is also essential. Jonathan continues, ‘Also, remember that your needs may change during your life. Not just from growing and aging, but changes to your body due to accident or injury. What works for you may well change several times during your life. Be aware and prepared to respond accordingly.’
Get ready for the relaunch
So the times ahead just now are as exciting for Bedstar as they are challenging.
The Knaresborough store will become a fully-fledged, stand-alone bed retailer this September 2020. The next time you walk into the store, it will be a Bedstar store, not a Woodwards one.
Tech will play an essential role in the store, and Bedstar has everything it can to maximise the customer experience while keeping you safe. The team looks forward to seeing you.
Thank you to Jonathan for speaking to us today.