Uncovering opportunities: How retailers can promote hot tub cover sales and increase profits

by habiba_abudu | November 19, 2019 3:50 pm

By Lisa Brunner-Kennedy and Crystal Lengua

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When a homeowner considers purchasing a hot tub, they usually visualize it with a cover. Sometimes, the customer may even assume it comes with a cover, which in most cases it does, or may be true depending on a special promotion, but more times than not, a hot tub sale may be an opportunity to upsell a cover or for a followup sale in the future. It is important to start with the basics—the types of covers currently available, what they consist of, and what they are best suited for. Once the fundamentals have been established, specialty retailers can then move on to discussing different product types and ways to sell them.

Uncovering product types

Today, there are several hot tub cover models available in the market, such as:

Standard foam covers

These are made of vinyl and foam and are one of the most popular covers. They are best suited for outdoor use and have many upgrade and customization options. The approximate retail base price for standard foam covers ranges from $250 to $999.

Soft covers

Made of vinyl and a separate air bladder for outdoor use, soft covers are generally recommended for warmer or indoor climates. The retail base price for these covers can be anywhere between $250 and $999.

Hard covers

Hard covers are made of synthetic fabric and aluminum. These typically are maintenance-free and are best suited for outdoor use. These covers can cost more than $1000.

Inflatable covers

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Inflatable covers are the newest in the industry. They are composed of plastic and a weather-resistant fabric, which makes them suitable for all climates. The approximate retail base price for inflatable covers ranges from $250 to $999.

Foam thermal blankets

These covers are made of high-density foam that floats on the water and can be used in conjunction with one of the covers listed above. Foam thermal blankets can cost anywhere between $100 and $250.

Solar blankets

Solar blankets consist of insulated thermal bubbles, which allow the covers to float on the water. These can be used in conjunction with one of the above covers and have an approximate retail base price of $20 to $100.

Of all the different cover types, standard foam covers are very popular, cost-effective, and easy to replace. This option allows retailers an opportunity to upsell add-ons. These covers can be custom-made, which allows customers to change colours and options to match their needs. Stock covers are also available for most of the popular models and sizes.

Some upsell options retailers can consider when working with standard foam covers include:

• Fabric upgrades;
• Cover thickness;
• Foam density;
• Insulated hinge seals;
• Underside water repelling material;
• Double wrapped or thicker plastic for the foam cores;
• Upgraded handles and straps with specific placement;
• Shipping options; and
• Other custom options (e.g. graphics)

The good/better/best cover type can be differentiated based on its cover thickness, foam density, and manufacturing materials. While the base model is usually the thinnest with a lower foam density, the best cover comprises the strongest foam and all the upgrades.

Retailers can also consider offering a line of hot tub cover care products, such as a vinyl protectant and natural enzyme cleaner. These items can easily be sold as an add-on at the point-of-sale (POS).

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When educating customers about the benefits of purchasing a hot tub cover, retailers must emphasize the ‘need’ for one. For a hot tub to stay clean and function efficiently, a proper cover is mandatory. Further, many community bylaws also require hot tubs to be covered for safety reasons in regard to effective weight distribution and locking straps to prevent the cover from wear and tear during strong winds as well as unauthorized entry.

Providing adequate information to customers about how to care for their hot tub covers can help establish a relationship with clients and lead to repeat sales. There are several ways in which retailers can push/promote the covers in their stores.

1. In-store

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This seems to be the obvious choice for brick-and-mortar businesses. Ways to increase sales can be as simple as placing a cover on floor models. Stores can also have a stand or booklet with different vinyl colour swatches, or display a variety of thicknesses via a sample cover, and ensure price points are visible, so the consumer does not assume it comes with the hot tub (unless it does). The latter serves as a good sales option—retailers can subtly work the cost of the cover into the hot tub price and ‘give it away’ as a promotional item. The giveaway cover will obviously be a base model. This gives the sales team an opportunity to upsell or followup with clients in the future.

2. E-commerce

If a company sells hot tub accessories online, including covers to its range of product offerings can be a good idea. Many times, these items are almost an afterthought to a purchase. Perhaps, the customer did not want to include the product in their original hot tub purchase, they are upgrading the cover they bought, or simply replacing an existing cover.

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Companies must ensure their e-commerce website offers extensive content for purchasers. For example, a how-to guide to properly measure a hot tub cover can be extremely beneficial to customers. This information could either be demonstrated through pictures, charts, or videos. It is important to make the purchasing funnel simple and easy to use to avoid abandoned carts and returned items. If a customer does not know how or what to order, this can be a good opportunity to open a conversation with them either through e-mail or chat. Customers may hesitate to buy products online. It can even be an intimidating experience for some; therefore, companies must ensure they make this a seamless process by reassuring clients in their measuring. For example, including product specifications along with images and customer reviews can help purchasers cross-reference items they wish to buy as well as get a better understanding of the product to see if it matches their needs.

3. Social media

This is undoubtedly a great avenue to push a hot tub cover sale. Social media advertising allows a business to target geographic areas and demographics that meet the characteristics of their target audience. Companies can even save their clients’ interests, such as hot tub life, spas, etc., which would further allow them to promote products specific to their needs. That said, a business must ensure they use professional images or videos with an eye-grabbing special offer that connects it directly to the company’s e-commerce site—either via a link to purchase the product, or contact information so the sales team can followup. The goal is to start with the ‘good’ option and upsell to a ‘better’ or ‘best’ product.

4. Digital content

In the digital world, content is king. Displaying in-depth knowledge of products and services can set a company apart from the others. However, specialty retailers must be mindful of their sales strategies. Being overly pushy does not work all the time. In fact, it may actually scare away the customer. Consumers want to be able to trust a company before making an investment and do their online research prior to making a purchase. There are several ways by which businesses can make this decision-making process easier for customers. For example, a hot tub company can display its content range through blogs, social posts, YouTube instructional videos and how-to segments, vlogs, and website information. Educational videos and those that show upgrade options will always win over an unsure consumer. Also, walking the customer through the measuring process and showing them how to care for their cover will make them feel more confident about their purchase. Retailers can also show these videos to clients in-store.

It is important for hot tub businesses to stay consistent in their marketing campaign. It may be tempting to slow down and minimize the budget during the off-season, but retailers must remember hot tub covers can be sold year-round, especially in colder countries where hot tub use may increase during the winter season. In this case, covers are interchangeable throughout the duration of the spa’s life. Sales are typically higher in the spring and fall when customers are opening or closing their pools/hot tubs, and replacing a cover at the time can be part of the process.

Regular foam hot tub covers last approximately five years on average when properly taken care of. Again, this is a great opportunity for retailers to revisit their existing customer database and contact clients who have reached the five-year mark, educate them on the importance of replacing covers, and suggest suitable options. It is also critical to inform customers about water logging, the role of water chemistry in the longevity of a cover, issues related to opening and closing a heavy cover, and heat loss and electricity costs associated with having a cover that does not seal properly.

A hot tub sale can be seen as a golden opportunity to upsell add-ons and earn lifelong customer loyalty; therefore, retailers must make full use of this interaction.

[6]Lisa Brunner-Kennedy is the general manager for The Cover Guy. She has been in the pool and spa industry since 1999. Brunner-Kennedy started as a customer service representative at Beachcomber Hot Tubs in its Oakville, Ont., development centre. She then moved on to the position of assistant to the national sales manager. For the last 15 years, she has been part of the management team at The Cover Guy where she has been an integral part of the growth of an international e-commerce company. Brunner-Kennedy graduated from Niagara College in 1998 with a business, law, and security diploma. She has extensive experience in sales, customer service, and training. She can be reached via e-mail lisa@thecoverguy.com.

[7]Crystal Lengua is the sales and marketing manager at SMP Ultralift and sits on the Pool and Hot Tub Council of Canada’s (PHTCC’s) national board of directors, as well as on the PHTCC’s Toronto chapter board of directors. 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. Featured in Mississauga Life magazine in 2014 as a leading female entrepreneur, she is also a keynote speaker, blogger, and social media maven. She can be reached via e-mail at c.lengua@smpmetal.com.

Source URL: https://www.poolspamarketing.com/trade/features/uncovering-opportunities-how-retailers-can-promote-hot-tub-cover-sales-and-increase-profits/

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