This past June I went to several furniture stores and I found that the best two stores for service were The Brick and Sleep Country. At the brick, they were very knowledgable and let you test several beds with different pillows for comfort, as well as letting you know which were best for side sleepers, back sleepers, etc.
I also went to sleep country to see what they had, and I told the guy that I already had my mind set on one particular bed and pillow and not only did he find me the right mattress, but he price matched and did a 5% discount!
Good luck