Arthur Watkins' Fill Station is the Build-A-Bear of Bedding

You've heard of Build-A-Bear, but have you heard of the Fill Station? If you haven't, we liken it to the build-a-bear experience, but for mattress stores. Founder and CEO of Fill Station, Arthur Watkins has created an in-store attraction wherein you can customize your pillow from start to finish. Select your foam, your density, and any other material to pillow perfection.  On today's episode, we discuss the cultish obsession people have to their pillow, the draw of a customized pillow, and how personalized pillows can not only attract potential customers, but assist in elevating the sale. Bring the customer in for the pillow and sell them a mattress, too!