E-commerce for the pool and spa industry: How specialty retailers can start an online store

Six questions to ask when planning a B2C e-commerce strategy

1. 

   Is e-commerce the right option for the business? To determine this, business owners must conduct some research. A SWOT (strengths, weaknesses, opportunities, and threats) analysis is a strategic planning technique used to help a business owner make their decision. It is one of the best tools to help one specify the objectives of the business venture or project and identify the internal and external factors that are favourable and unfavourable to achieving them. For instance, a business owner should look at their competition and see what they are missing. Performing this research can help one determine if there is a niche market they can cater to.

2. Hire a professional designer or use a do-it-yourself (DIY) platform? This is determined by the company’s budget, the internal technological/internet knowledge and capabilities, and the staff’s ability to manage the website. Drag-and-drop platforms, such as Shopify, help to simplify this process—especially if one has a base knowledge of design and can navigate all of the business’s social media accounts.
3. What about a merchant account/payment gateway? This author recommends PayPal because it is a trustworthy, recognized payment option. PayPal states on its website, “Consumers are 54 per cent more willing to buy when a business accepts PayPal, especially in unfamiliar situations.”⁴
4. How will the business’s products be shipped? Shipping plays an important role in the buyers purchasing decision. From a strategy standpoint, the cost of shipping should be worked into the unit price so the shipping can be ‘free’ or, even better, have a free shipping reward when ‘X amount’ of dollars are spent to initiate a full cart. That said, the business should have a shipping account (with UPS, FedEx, or another common carrier) to ensure a preferred rate with a reliable turnaround.
5. Are products being shipped with the proper tax amounts? Provinces, states, and different tax codes may apply; therefore, it is important to make sure goods are being charged and shipped accordingly to avoid being audited. The codes are simple to setup but, again, research is important to ensure the correct percentages/amounts are being entered.
6. What products will be offered online? Not everything a business sells in-store needs to be available via e-commerce. Start small with light items that are not expensive to ship, such as fun toys and accessories for pools and/or spas. It is a marathon, not a race. Build the business slowly; once one has a full grasp on the procedures, protocols, and systems, they can then hit the ground running.

Once the decision has been made to move forward with the company’s website, use the rule ‘less is more’ when it is being designed. It is important not to overload the consumer with fancy text, dark screens, and too many images. Keeping it clean and simple will create a relaxing space for customers. The site should have bright images, proper descriptions, and pricing, as well as list any modifications or additional options a product may offer. For example, if the product was ‘spa bombs,’ a retailer should list the following on their e-commerce site:

• The different scents that are available.
• Purchase options such as a ‘buy-four-get-one-free’ sales strategy.
• Other products that accompany or enhance the customer’s spa bathing experience.

Amazon does a great job of this with its suggestions based
on searches. Also, retailers should be sure they follow the manufacturer’s minimum advertised price (MAP) for the products being listed. If a manufacturer performs a web audit, a retailer could get into trouble if they are caught selling products below the approved price.