Stay in touch
Retailers such as Bass Pro Shops, Cabela’s, Lululemon, Whole Foods, and Nordstrom are premium retailers who are not just surviving, they are thriving in their highly competitive markets. This can be attributed to how well they are connected with their customer base and, thus, are true omnichannel retailers. They not only provide premium services and products, but also connect their brand with the consumer, and incite them when they get to the store.
As mentioned previously, the business’ website and/or social media efforts are a consumer’s first impression, but it is not what wows them. From the moment the consumer enters the door and steps into the store it should project and reassure them that it is the place where they should spend their money.
To do this, keep in mind as consumers shop, they use all five senses; therefore, the store needs to appeal to all of them.
- Sight—clean, well-lit stores with attractive displays lead consumers to buy more product.
- Sound—play music with an average of 40 to 50 beats per minute (bpm).
- Scent—Aromas such as the ocean, coconut, and vanilla relaxes consumers and puts them in the buying mood.
- Touch—Use displays that are merchandised in such a way that motivate consumers to pick them up or touch and feel them.
- Taste—Have a coffee bar, bottled water, or soft drinks available as a way to welcome customers, making them feel like a guest.
This type of experience is what consumers are now expecting from a specialty store. And this is exactly what pool and spa/hot tub retailers are—specialty retailers selling premium products. Further, to command premium prices, a first-class environment needs to be provided.
The difference can be related between buying a vehicle from an economy dealership and a luxury sales office. For example, the latter, in most cases, understand who its customers are and tailor the shopping experience to this market. Luxury car showrooms have coffee bars (some serving brand name coffee), theatre room, putting green, work stations, shoeshine stations, conference rooms, along with free snacks and Wi-Fi. The idea is to make the consumer feel as comfortable as possible during the buying process as well as in the event the car is being serviced.
Speaking of service, new customers want retailers to know who they are and what they have purchased so they can be sold products and services that are custom tailored to what they want or need. No longer is it acceptable to ‘shotgun’ products to them, they have to be relevant.
The consumer is in charge
At the end of the day, consumers want a better buying experience. They want to connect with retailers and their brands across all platforms. The biggest revolution in retail is the consumer is now in charge and they are demanding the brands they do business with to become omnichannel—those that do not risk losing their business.
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 also a regular seminar presenter at various national and international industry events, and participates on several professional retail boards and councils. He can be reached via e-mail at ted.lawrence@poolcorp.com.
