Put on the thinking cap
Chemicals and parts belong in ‘swamp land’ because these products are considered to be reoccurring purchases and are typically the main reason why consumers visit a pool and/or hot tub retailer. Therefore, the reason why retailers should avoid putting these products by the front door is to stop the customer from immediately picking up what they need so they peruse the rest of the store. This is the reason why bread, milk, and eggs are commonly found at the back of most grocery stores.
Another reason why chemicals and parts should be placed in ‘swamp land’ is a new customer coming in to look at a pool might change their mind once they see all of the chemicals. If a retail location is one where chemicals need to be located in the front, the area must be organized, merchandised well, and the amount of stock on the shelf should be limited. To the potential consumer who is looking at a pool, they will think they need all of those products, otherwise why would it be there?
Looking at a retail store in dollars per square foot, or in this article’s example of generalizing the space and considering its property value, is a good way for a retailer to exemplify how to departmentalize their store and get the consumer shopping and moving about the space.
For every minute a consumer spends in the store it increases their purchase on average by one per cent. Gone are the days of turn and burn sales. Companies like Starbucks understand how loitering equates into more sales.
Make peace
Other ways to enhance the consumer’s experience is to give them peace offerings. This can be as simple as a cup of coffee served in a mug, as the customer will feel obligated to stay and finish it before leaving. This also serves to lower the customer’s criticalness of the business.
Other peace offerings could include a beach ball with the store’s logo or a toy for kids. Another way of doing this is offering a surprise item with a purchase. For example, towels with a pool purchase, robes with a spa purchase, or plastic wine glasses with the purchase of a patio set. This author knows a retailer who sends customers an ‘Omaha Steak’ package after every outdoor kitchen they install. These are great ways to surprise customers and reward them for making a purchase. Further, this appreciation will spill into more sales from their friends and family.
As mentioned earlier, Disney World has mastered the art of consumer experience. One way the amusement park has done this is once a ride is over, patrons are exited through a gift shop that is specific to that ride. The reason is to get people to buy something to remember the ride’s experience. This is Disney’s reward for providing their customer an amazing experience and is a business model every pool and hot tub retailer should follow. Consumers will continue to buy from the same retailer every time if they provide an experience like no one else. Σ
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.
