Glasswells was confirmed as the leading independent bed retailer, with the NBF Awards judges awarding it Large Retail Champion to go with its Outstanding Bed Store of the Year award, after a mystery shopping test at its Bury St Edmunds flagship store.
As well as Bury St Edmunds, it has a retail-park store in Ipswich, high street stores in Saffron Walden and Haverhill, and a discount outlet in Sudbury.
The bed and bedroom department occupies 20,000sqft of the 100,000sqft Bury St Edmunds store, with more than 70 beds on display. The department has six experienced members of staff, which Paul Glasswell, Glasswells md (pictured) says is key to its success.
‘They have years of experience in the industry. The manufacturers shout out to tell the different stories have about their different spring systems, which makes it quite a complex product to learn about, so it does make quite a difference if you have someone who has been in the trade for a while. They can absorb those different stories to find the right bed for the customer, matching up the comfort levels and the price points quickly.’
Relyon is the chain’s bestselling brand, followed by Harrison Spinks and Hypnos.
‘We are very much in the considered purchase by a second-time buyer market,’ says Glasswell.
‘Since 1946, the Glasswells’ philosophy has been to provide the widest choice of quality furniture at the very best value, paired with outstanding customer service: a service that stands out from the crowd, is true and is trusted. We strive to put our customer first, by listening to feedback and providing choice and value, with the widest variety of fresh
designs that inspire and appeal to all.’
One recent change has been greater interest in adjustable beds. ‘Traditionally, adjustable beds were a solution for those who struggled with mobility and required extra care. However, nowadays they are more of a luxury for those who want something a little more high-tech.
‘We always invest profits back into the business to make improvements to the overall shopping experience, be it store refurbishments, investment in staff training and technology or switching to eco-friendly alternatives. We offer customers a place that they can browse comfortably for a few hours, with immaculate displays and expertise.
‘We are working on refurbishing the atrium area at our Ipswich store, inspired by the extensive work already completed at Bury St Edmunds. The design will include a feature wall to showcase products across all our home furnishing departments, incorporating digital display screens, improved lighting and refined signage. First impressions are very important, and this investment is sure to create a real wow-factor when customers enter the store.’
During the summer the company invested in new members of staff to join its web and digital marketing team, to maximise online opportunities and grow its skill base in-house.
‘This has allowed us to communicate with customers, and potential customers, more regularly through emails, blogs and social media, generating more visitors to the website. Our web team works hard to persuade a customer that it is worth coming to visit one of our fabulous stores, by ensuring our website and social channels showcase the huge choice, value and expertise we offer.
‘We are always on the look-out for the next expansion opportunity. We are keen to open another Glasswells home department store within the East Anglia region, as well as requiring a larger warehousing facility to increase our commercial storage business in the not too distant future.’
When it comes to the environment, the company is no slouch. It installed its first solar panels in 2014, has four electric car charging points at the Bury St Edmunds store, and has abandoned bubble wrap in favour of shredded cardboard created from suppliers’ packaging. It has also partnered with Clearabee to offer its customers a discounted furniture recycling scheme.
