Do not forget about social media
Retailers should post some of their best installations on Facebook, Twitter, Yelp, and other social media, making sure to highlight hot tub steps, surrounds, and other vignettes being used. A campaign should be started that offers customers a free item or specific discount if they use social media in a positive way. Retailers can also post photos of their customer’s backyards and see how quickly others follow suit by posting images of their own hot tubs. Retailers should be sure to share other postings and updates with offers that change from water treatment products to accessories to aftermarket items.
Upsell with service technicians
Service technicians have direct contact with customers. They are able to remind them of things they may need, and perhaps the addition of a commission structure will encourage them to discuss other options for the backyard on behalf of the retailer.
Most service staff will suggest chemicals, ozonators, and other components that will need replacement, but retailers that provide commission on products like hot tub steps and surrounds, and give their technicians a price list to show the consumer, along with a coupon or other incentive to visit the store, can help improve a retailer’s bottom line. Further, the service technician gets commission from the sale and the client is now happy with their backyard purchase—it is a win-win scenario.
Change with the times
Aftermarket accessories have changed with the times and will virtually sell themselves so long as the retailer puts effort into creating a vision for the consumer. Because hot tubs have changed, so too has the selling approach—from developing relaxing outdoor environments meant to stimulate consumer wants and needs to using social media to further promote these notions. Retailers that create desire and entice their customers to buy products will not only see added revenue, but also happier customers.
Hot tubs are no longer just a container of hot water; when combined with the right accessories they can become part of the ultimate backyard experience. A hot tub is great, but a hot tub with a surround, or vignette with stools and a bar, can be a dream come true for many customers.
Melinda Herber has been in the hot tub industry for almost 30 years, 25 of those years with Sundance Spas,® transitioning to Jacuzzi® Worldwide, when it was purchased. As the spa boutique and marketing customer care manager for Marquis,® she has embraced the culture, atmosphere, and integrity found in the employee-owned company, located in Independence, Ore. She can be reached via e-mail at mherber@marquiscorp.com.
This is so true. Hot tubs, and the ever-increasing peripheral items you can get for them, are certainly on the rise. Huge properties and mostly ignored 20×40′ pools are the way of the past. Smaller properties with heavy costs associated with them leave no room for pool ownership. Many previous pool owners who loved owning a pool in theory, but not in the wallet, are transitioning to hot tubs and swim spas as a space conscious alternative. Modular hot tubs, gazebos, outdoor kitchens etc. all can combine to create an extremely compelling backyard look, and function, within a minimal budget (at least by comparison to a swimming pool). Great article. In particular I can see swim spas being a much more popular item than they are now shortly in the future.
Great article. It is accurate I can see swim spas being a much more common item than they are now present in the eventuality. https://bluewaterspoolservices.com/