Removing clutter, prioritizing products, and finding new space
De-cluttering and prioritizing where and when products are placed is even more important now that space is truly at a premium. Clements says the work they did during their retail renovation two years ago is paying off even more this season.
“During our earlier renovation we learned de-cluttering makes a huge difference to customers—it makes them feel calmer and more likely to make a purchase,” she says. “People don’t feel claustrophobic when they are trying to shop, so spacing products out really helps to keep things calm and has made it easier to put social distancing markers throughout the store, just because we had more space available.”
Renovating a retail store includes being more deliberate about the placement of product and the constant movement of sale items and timely products. De-cluttering a retail store might also make one realize that some products should not get as much space or maybe should not be on the showroom floor during certain times of the year.
According to Lenz, when he sat down with his team to figure out how to create more space in their retail store to ‘COVID-renovate,’ they determined they would just need to remove some of the products.
“We realized, for example, that toys and maintenance equipment are not something we sell a lot of, so we decided to remove them entirely from the retail floor to help open up space in the showroom,” says Lenz.
He also decided to make bigger ticket items front and centre in the showroom. So, for example, their fully functioning equipment pad was moved to be adjacent to the primary register. Lenz feels his ‘COVID renovation’ is truly a dynamic retail renovation—something that will be changing daily as the season progresses. It will be highly likely Lenz will continue to move products and displays on a routine basis to keep spaces open for social distancing and, in some cases, he may move some products off the showroom floor completely if they are not appropriate to the weather or the time of year for the sake of space.”
Going strong
Despite the forced renovation of retail stores, all three of these retailers report higher sales this year over last year.
“We feel very, very fortunate that our business is doing so well,” says Clement. “Our busy season normally starts in mid-April, but this year, we were flooded with calls by early March.”
All Seasons is also thriving despite the extra work and chaotic conditions.
“Overall, our sales are up from last year despite all the extra time and effort we are putting in to getting products to our customers,” says Lenz. “Our hot tub sales are through the roof and are flying out the store this season.”
Finally, Belcourt also reports AquaTech’s sales for April and May were the highest the company has seen in its 30-year history despite having closed their physical retail store.
“Our ‘COVID-retail’ renovation has been very strategic, and it appears to be working,” says Belcourt. “In fact, our sales closing rate is higher than in the past, and I think social distancing and our open retail layout is helping.”
In hindsight, Belcourt thinks people might feel pressured if the store is filled with 30 to 40 other customers.
“Now that each customer has their personal shopper with them, they are more comfortable and relaxed when making a purchase decision,” she says. “Further, the customer is now interested in making just one visit, stocking up for the season and maybe visiting our store less—which works for us.”
Jamie Novak is a brand manager at Natural Chemistry, focusing on Natural Chemistry, SeaKlear, and Aqua Pill specialty chemicals. She has more than 15 years of pool industry experience and previously worked in both sales and marketing for Newell Rubbermaid. Novak can be reached via email at jamie.novak@biolabinc.com.
