A GOOD DEAL CAN BECOME A NIGHTMARE


CONNIE CHUNG, Host: Everybody loves a bargain, but when it comes to mattresses,
finding a good deal can be a real nightmare.  There are countless brand names
with prices ranging from $100 to several hundred dollars.  The problem is, most
mattresses look and feel pretty much the same, don't they?

Confused?  Well, in her book "Tricks of the Trade," consumer editor Janice
Lieberman says that's exactly what the mattress industry wants.  She joins us
now to explain. Janice, I'm so glad you're here today, because honestly, I was
planning to buy a mattress.

JANICE LIEBERMAN, Consumer Editor: Well, it's not an easy feat, but we'll get
through it.

CONNIE CHUNG: OK.

JANICE LIEBERMAN: This is one of the most consumer- unfriendly businesses
around.  Manufacturers have been known to use all sorts of, well, creative
techniques to sell you a good night's sleep.  But armed with a little
information, it's easy to find the bed you need at a price that will let you
rest easy.

ACTOR: (TV commercial) It's just one big chunk of solid comfort.  Try it.

JANICE LIEBERMAN: (voice-over) It used to be easy to shop for a mattress.  There
weren't that many choices, and you knew what you were getting.

ACTRESS: (TV commercial) Feels as though I'm floating!  Come on in, Jim, the
water's fine.

JANICE LIEBERMAN: (voice-over) But today...

SALES CLERK: Reinforced in the center.  They call it Posturized.

That's what they call a Magnapedic.

It also comes with what they call a Pillowsoft.

JANICE LIEBERMAN: (voice-over) With hundreds of choices and added high-tech
features, not to mention the high prices, buying a mattress is enough to keep
any shopper tossing and turning at night.

1st MATTRESS CUSTOMER: It's firm and firmer and a little bit more firm and a
little less firm, and it used to be just this or that.

2nd MATTRESS CUSTOMER: It's real confusing.  I mean, you don't know what you're
getting.  It's like you want to open it up and find out what's in there.

SALES CLERK: You like the firmer feel better?

3rd MATTRESS CUSTOMER: I don't know.

JANICE LIEBERMAN: And if the confusion isn't bad enough, here's what the
salespeople aren't telling you.  The major mattress makers sell essentially the
same mattress to different retailers under different model names.  So take, for
instance, the St. Julian here at 1-800-MATRES.  It could be called a Camelot at
a different retailer, making it virtually impossible for you to comparison shop.

(voice-over) How do they get away with it?  By altering each model with minor
cosmetic changes.  This practice is referred to as selling comparables, and it's
perfectly legal.

JOE VINCENS, 1-800-MATRES: There can be up to 100 names for the same mattress.

JANICE LIEBERMAN: (voice-over) Some industry insiders, like Joe Vincens from
1-800-MATRES admit the system is designed to mislead shoppers.

JOE VINCENS: Each retailer wants to be -- doesn't want the customers to find the
same mattress in other stores for less.  They want to become more competitive,
and they request different names for the same mattresses.

JANICE LIEBERMAN: The same mattress?

JOE VINCENS: Exactly the same.  It may have a different ticking, a different
color on the mattress.  Maybe a quarter inch of foam.  But very minimal
differences.

JANICE LIEBERMAN: Are they trying to fool the customer?

JOE VINCENS: Yes.  That's the whole intention.

JANICE LIEBERMAN: (voice-over) For their part, the major manufacturers admit
some models differ only slightly. Still, they maintain these minor variations
are requested by the retailers, and that shoppers can tell the difference.

DON HOFFMAN, Simmons Company: Although it may not seem significant, when you
actually lie down, to some people, they will feel quite a difference.

JANICE LIEBERMAN: Wouldn't it just be easier for all of us if you made one model
that we could all comparison shop and see it from store to store?

DON HOFFMAN: If you're in a particular store and you see a bed that you really
like, and you want to comparison shop, ask the retail floor salesman the coil
count, the number of coils in the mattress and in the box spring.  Then you can
go to another store and say, "Show me the Simmons Beautyrest with a 640 coil
count." Then you're comparing apples to apples, and what you're comparing at
that point then is price and feel, which is a personalized thing.

JANICE LIEBERMAN: So what's your greatest defense to all this mattress mania?
Well, the bottom line is, you need to take matters into your own hands.  Compare
the specifications from one store to another, not the mattress names.  That
means finding the coil count, the thickness of the padding you like.  Write down
those numbers and take them from store to store, Connie, sort of an ingredients
list, so you have some way of comparison shopping.

CONNIE CHUNG: All right.  Well, you know, I was reading your book, and I was
very surprised that you said you can negotiate.  You mean, I can hondel (ph)?

JANICE LIEBERMAN: You absolutely can hondel.  Only a fool pays full price.
Except for the department stores, all those strip malls, we went in, $500, $400
less, just for saying, "I'm going to shop..."

CONNIE CHUNG: You're kidding!

JANICE LIEBERMAN: "... someplace else." They want you to buy at their store.

CONNIE CHUNG: But they -- if you buy an expensive one, I mean, you should expect
it to be somewhat expensive, no?

JANICE LIEBERMAN: Yes, but you can walk out and say, "I want to comparison shop
someplace else." They don't want to let you out.  They'll say, "Give me your
best deal." There's always a sale going on.  You noticed that?

CONNIE CHUNG: Yeah, right.

JANICE LIEBERMAN: Just say, "I'm not willing to pay that price." Watch how
they'll come down.

CONNIE CHUNG: OK.

JANICE LIEBERMAN: Hundreds!

CONNIE CHUNG: Really?

JANICE LIEBERMAN: Yes.

CONNIE CHUNG: So how do I do it? What -- how do I pick one?

JANICE LIEBERMAN: OK, you really have to be not embarrassed. Just go there, wear
loose, comfortable clothing, lie down, stay there for 20 minutes with your
partner.

CONNIE CHUNG: You're kidding.

JANICE LIEBERMAN: And decide.  (crosstalk)

CONNIE CHUNG:... fall asleep?

JANICE LIEBERMAN: No.

CONNIE CHUNG: Lisa's going to fall asleep.

JANICE LIEBERMAN: Don't be embarrassed, it's a -- really, because you're going
to have to live with that mattress for 12 to 15 years.  And it can be very
pricey, so you really have to love it.

CONNIE CHUNG: All right.  So 15, 20 minutes, lie down...

JANICE LIEBERMAN: With your partner.

CONNIE CHUNG:... fall asleep.  Yes, with -- oh.

JANICE LIEBERMAN: (inaudible), because, you know...

CONNIE CHUNG: Excuse me.

JANICE LIEBERMAN:... you don't always agree.

CONNIE CHUNG: All right.  Lisa?

LISA McREE, Host: I am waiting for the day when I walk in a mattress store and
see Connie Chung and Maury Povich lying down.

CONNIE CHUNG: You never know.

JANICE LIEBERMAN: It would be great, yes.