RICHMOND, VA—In a radical departure from its established tradition of total liquidation extravaganzas, Northside Mattress Warehouse on 112 Chamberlayne Rd. will use this coming weekend to test a sales model previously unheard of in the world of mattress retail: the non-blowout discount sale.
"Our remaining 2007 inventory doesn't necessarily have to go, go, go," said store owner Lenny Conklin, who, in advertisements leading up to the sale, has been described as enthusiastic but not mentally ill. "It can just go, and we're fine with that. And if absolutely everything doesn't go, so be it. These mattresses are by no means priced to fly out the door.
The sale, which will use fewer exclamation points in its advertisements and store banners than any mattress sale in history, will also feature a more relaxed attitude toward being undersold."If you can find the same mattress at a lower, publicly advertised price, then God bless," said Conklin, quoting the slogan Northside Mattress has adopted for the sale.
Advertising for the sale—groundbreaking in its own right—has followed suit. A 30-second TV spot for the one-time savings event features Conklin walking leisurely around the store, talking at a reasonable volume while calmly pointing out some of the items that will be available for purchase.A sober black chyron simply reading "mattress sale" appears at the very end of the commercial and, remarkably, does not flash incessantly throughout.
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