“In” the pool items that would allow customers to enjoy their leisure time, include:
- Luxury pool floats and loungers;
- Basketball and other games;
- Learn-to-swim products;
- Light-emitting diodes (LEDs) and landscape lighting;
- Pool furniture;
- Outdoor kitchens;
- Warming products such as fireplaces, fire pits, and heaters;
- Zen items such as out-of-the-pool fountains and waterfalls;
- Outdoor television (TV); and
- Outdoor stereo and home theatre systems.
Conclusion
It is imperative to understand every market is different or more progressive than the other, and these products are not farfetched from the original concept of building pools. One’s business needs to evolve into an outdoor retail service, selling more than just a pool—an entire backyard or products that will enhance the customer’s family and home life. Today, the backyard has become more than a mere space; it is now considered a new “room” in the house and consumers want all the conveniences of the inside in their outdoor room, including a kitchen.
Outdoor retail businesses are the future of the industry. One can start today by adding just a few items from the list, beginning with items that complement one’s services. This is the fastest way a retailer can work towards becoming an outdoor destination store.
Ted Lawrence is a global retail specialist with Pool Corp., a wholesale distributor of swimming pool supplies, equipment, and related leisure products in Cleveland, Ohio. He has served the swimming pool industry for more than 20 years and is an authority on retail, sales, and management. Lawrence is a regular seminar presenter at national and international industry events, and participates on several professional retail boards and councils. He is also a member of Pool & Spa Marketing’s Editorial Advisory Committee. He can be reached via e-mail at ted.lawrence@poolcorp.com
