Selling spa accessories: How retailers can categorize add-ons and create loyal customers

by Dave Flaherty | December 2, 2020 8:39 pm

By Crystal Lengua

Spa accessories are more than umbrellas and handrails—they are a way to customize customers’ new hot tub experience by providing them with upsell items beneficial to their unique needs/wants.

Getting to know what a customer is envisioning as a spa owner will not only guide the sales process, including accessories, it will also ensure maximum enjoyment on their part and build a trusting and loyal customer for one’s store.

Selling spa accessories requires in-store merchandising, stocking a variety of items at multiple price points, and mixing garden-variety items with what is trending. Further, the staff needs to be knowledgeable and up to speed with the items that one is selling, how they work with the spa, and the benefits they bring to the overall consumer experience. The more they know, the more confident they will be at the point of sale (POS). Salespeople should also be able to differentiate between accessories/add-ons that are necessary for improved functionality of the spa (hot tub covers) and others that are simply nice to have (towel warmers). One may even consider staff-selling incentives for certain accessories to keep the momentum flowing.

But, how does one know what to offer, or what type of accessories they should be carrying? For this, one can start by dividing them into categories, then figuring out what makes sense for their audience/area/store. Also, looking back at the store’s sales data and gauging what items sell and have sold in the past can help map purchasing as well as looking at what one currently has in stock or plans on buying. Once this information is available, one can fill in any gaps they may see from a consumer standpoint. It is recommended one carry a mix of accessories as they work together to complete the hot tub experience.

Functionality

Accessories such as steps, covers, and cover lifters elevate the spa user experience and are almost necessary for the complete purchase. These items are a priority offering as most consumers expect they are going to walk out of a hot tub purchase with some of these, if not most of them. Whether or not one’s store has a promotion or giveaway, it is up to the business (often, a customer receives a cover lifter with a purchase), but one will want to have them on hand for existing spa owners who expect a retail store to sell them.

One should also ensure they have good/better/best offerings for those customers who do not mind spending a bit more for better quality items.

Merchandising these items can be tricky given their size and function, so propping them onto hot tubs as part of the display is an efficient way to not take up too much space in-store.

Safety

Safety items include handrails, cover safety locks, and lighting options. This category also includes non-slip steps and cover lifters. Customers’ safety is a priority, and these items are sold as such. Taking into consideration the customer’s age, whether they have young children, the space where they plan on setting their spa, and the area where they live (high wind areas, etc.) will help in making educated suggestions. Selling safety is the retailer’s responsibility rather than a mere upsell opportunity. One may also want to make sure they have safety signage readily available to provide to their customers.

Comfort and relaxation

This category includes booster cushions and body weights, spa scents, and umbrellas to protect users from harmful ultraviolet (UV) rays, or to simply create a shaded area in backyards. These add-on items promote relaxation, stress relief, and allow users to enjoy their hot tubs a little longer than usual. Owning a towel warmer with robe hooks makes the spa more inviting in the winter because one knows getting out of the spa is going to be a comforting experience. Retailers can sell the luxury aspects of owning a spa, ways to tap into the mental health benefits of aromatherapy using a variety of scents, and ways to maximize the investment by using the spa regularly.

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:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.

 

[1]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.

Source URL: https://www.poolspamarketing.com/trade/features/selling-spa-accessories-how-retailers-can-categorize-add-ons-and-create-loyal-customers/

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