Fun and entertainment
MP3 sound systems, games, floating trays/bars, and toys make for hot tub family fun. This category brings some playfulness into the purchase. For example, cup holders shaped like crabs and flamingos, cheeky signs and sayings that can be hung up on fences, and disco lights add to the experience. Although these items are not necessary for functionality, they make great impulse buys, gifts, and overall add-ons. One may not necessarily sell these with the spa, but if merchandised properly, the customer will be back to add items in the future. That said, one will need to stay on top of trends to ensure the ‘fun accessories’ are relevant to the purchase.
Maintenance
Scum removers, chemical floaters, brushes, thermometers, test strip readers, and skimmers fall into this category. These accessories help customers maintain their spa or clean it.
That said, product placement is key—especially in this category—as there are several items and brands, and the consumer does not always know what they need until it is right in front of their eyes. Remind them to pick up their maintenance accessories and chemicals.
Also, do not be afraid to duplicate items throughout the store. This increases the chances of them being seen and purchased.
Merchandising
Merchandising spa accessories is a key component of sales success. It increases sales by making the store appear appealing to customers. Although retailing seems simple on the surface, it is a psychological and strategic art. For example, it is proven sales of a product placed at eye level will be higher than an item placed near the floor.
Keep the following in mind when merchandising:
- Keep clutter to a minimum. There is no need to have every item in the inventory on the showroom floor. A few accessories of each type will do if one has duplicates. An overcrowded showroom floor or wall can be overwhelming. One does not want to come off as cluttered.
- Regularly ‘face’ shelved items so they are lined up neatly and the packages face the front. This makes it easy for customers to find what they want. There is also a certain calming effect that flows with a well-organized store.
- Use point-of-purchase (POP) displays to showcase new and exciting products. These can be on the showroom floor, on shelves in line (people will shop while they wait), and at the cash register.
- Do not be afraid to get creative. Hang items over the aisle, or create a selfie station with an accessory of the week. Experiment and see what works best with the brand and what the audience responds to.
- Keep it visually appealing. Display colour, design, ambience, and theme are important to visual merchandising. It is imperative to change up the retail experience so the customer does not become complacent while shopping. It is natural to be curious when presented with something new and that means keeping buyers interested in what the store has to offer.
Keep accessories in mind throughout the sales process. It is a good practice to continually ask the customer if an item is something they will use or could benefit from. One can offer a bundles accessory discount, a loyalty card program, or even a giveaway item.
Spa accessories allow for flexibility in marketing and advertising while getting to know the customer and creating a loyal relationship for years to come.
Crystal Lengua is the director of sales and marketing at SMP Ultralift and is also the president of the Pool & Hot Tub Council of Canada (PHTCC). A graduate of marketing, public relations and corporate communications, professional sales, social media marketing, and event management, she has positioned herself as a leader in digital and traditional marketing methods. She is currently attending the University of Waterloo part time for an undergraduate degree in recreation and leisure and is working toward certification in mindfulness meditation at the University of Toronto. She can be reached via email at c.lengua@smpmetal.com.
