In terms of technology, we’ve integrated a service program into our operations. While its interface may resemble a vintage Windows 95 esthetic, this software proves invaluable. It facilitates the creation of estimates for spa sales, manages service calls, and handles orders for parts and products. Since our adoption of this tool in 2020, it has significantly streamlined the process of purchasing spas.
PSM: What pivotal factor ensures sustained success in the industry, and how do your future goals and aspirations align with the development of your business?
DH: Remaining open to learning, adaptability, and the willingness to embrace change are fundamental to long-term success. In line with our aspirations, we plan to relocate to a larger facility, enabling us to display a wider range of spas and swim spas on our showroom floor while co-locating our workshop within the same space. This strategic move aligns with our commitment to growth and evolution.
PSM: Apart from the hurdles the pandemic presented, could you describe one of the notable challenges your company has encountered and the strategies you implemented to surmount it?
DH: In our local area, we face intense competition from numerous spa stores and large retail chains that operate as “big-box stores” for spas, emphasizing high volume and low profit margins. Our biggest challenge is marketing higher-end spas at premium prices while differentiating ourselves from the rest. We overcome this by placing a strong emphasis on in-depth product knowledge, exceptional service, and top-tier customer support. Our profound understanding of our products and our ability to provide comprehensive answers to client inquiries have been pivotal in establishing our presence and competing with these large retail chains. Customers prefer to have answers to their questions, which they can get from a speciality retailer like us. When they encounter uncertainty or multiple inquiries without responses, it can erode their confidence.
Additionally, we encounter the unique challenge of being Anglophones in a predominantly French-speaking province. To comply with provincial language regulations, we’ve dedicated ourselves to ensuring all products are labelled in French, our website is fully French, and our brochures, user manuals, and installation guides are available in French. One of the biggest challenges is having to translate documents, as many suppliers are from out of province and do not offer French documentation.
PSM: Is there anything else you would like readers to know about your business or your personal journey as a business owner in this industry?
DH: Charles and I have been together now for just more than 16 years. We have been business partners for six years now. What makes us successful is our combined passion for what we do and our differences. We both excel at different things and compliment each other this way. I take care of the marketing, social media, and website management, and I’m the water care expert here at CK Spas. Charles is the swim spa expert, the head technician, and our primary delivery personnel. We often engage in collaborative idea-sharing, whether it pertains to coming up with marketing strategies or determining the store’s design. Our synergy, characterized by shared viewpoints at times and divergent perspectives at others, has played a significant role in our growth.
