Roughly 25 years ago, sales ‘funnels’ were all the rage in the specialty pool and spa/hot tub industry. There were sales funnels about the path to purchase that spoke about different customer touchpoints, and there were marketing funnels that showed…
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Some call it ‘charm pricing’ while others call it ‘odd pricing,’ but in the end the price of the product may be the difference between selling one item versus 100. Pricing strategies have been studied and, in fact, some have been documented to be more than 300 years old. There have been thousands of articles written on this subject; however, this article will provide a summary for specialty pool store owners/managers on the best way to use these pricing strategies.
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By Ted Lawrence
As the pool and spa/hot tub industry goes through what everyone hopes will be a short winter, it is important for business owners—especially those operating pool/spa retail stores—to start the New Year off right by putting together a marketing and advertising plan for the coming year. To do this properly, it is important to start with an advertising budget; once a reasonable monetary amount has been determined, plan all of the events … Continue reading Strategies for marketing and advertising illuminated pool/spa products
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Retailers always want to sell more pools, spas, and chemicals, yet one of the most important and ignored profit centres are accessory sales. Pool and spa industry members often scour tradeshow floors and talk to vendors to learn about the latest gadgets currently on the market; however, many pay little attention to offering these accessories, which could potentially make their business the most amount of money.
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Typically, when someone thinks of signage they conjure up images in their head of big block letters on the front of a building or a piece of rectangle-shaped plastic with vinyl letters labelled ‘Pool Store.’ However, this is merely only one type of retail signage, and in some cases these signs may not be the most important.
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In the culinary industry, people tend to eat with their eyes first—if it looks good, it is probably going to taste good. This motto can be carried over into the retail industry as well. For instance, people shop with their eyes first; if the store does not look like it should, the consumer will walk away and the retailer will likely miss out on several sales opportunities. Therefore, if a retailer is trying to sell a premium product and the store looks bargain basement, they generally will not get, nor can they ask for, a premium price.
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