Today’s hot tubs are no longer just a box of hot water

by jason_cramp | November 15, 2016 12:13 pm

By Melinda Herber

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Hot tubs have come a long way over the past 30 years. From being constructed of brown marble fibreglass with only five or six jets for hydrotherapy, today’s hot tubs have morphed into new, sophisticated designs with an array of internal components and colours meant to bring hot water therapy to a whole new level. While hot tubs have changed, the desire for a complete backyard retreat is still at the forefront of every consumer who purchases one. Their interest has since waned from the old-style gazebos or wooden surrounds with wine racks which required staining and meticulous care. The consumer is not happy with a wood gazebo or just a cheap, plastic step; they are looking for a complete transformation of their backyard.

For years, retailers have long contemplated the age-old question of the average consumer, “How do I prevent my hot tub from looking like it is just a box of water?” It is an unspoken question, but one which begs to be asked. In the ’80s, gazebos were all the rage; there were vinyl, wood, lip-mount, lattice, free-standing, sliding door, Plexiglass, domed, gazebos with cupolas, then in the early 2000s, synthetic material became a staple of the hot tub industry. Many of the major manufacturers stopped using wood cabinets and introduced new, longer lasting, sturdy, extruded synthetic materials. As the use of these materials increased, gazebos were slowly phased out, as were most wooden accessories.

Synthetic material resolved many challenges; it did not rot, nor did it need to be stained. It could be wiped down and look almost new, even after four or five years in harsh weather and being exposed to ultraviolet (UV) rays. Further, synthetic materials came in colours that were now formulated: deep-rich mahoganies, blonde tones which resembled yellow birch, or the deepest red of sierra redwood. Each colour was chosen from a variety of hues to not only enhance the hot tub, but to also accentuate the entire backyard. Manufacturers were ecstatic about this new material. It seemed as though this was the answer to making the hot tub look better.

The real question, however, is how does one enhance the look of the hot tub in the backyard? More importantly, how are these enhancements sold to the average consumer? There are easy answers to these questions, but how they are conveyed to the consumer is even more important. The fact is, more add-ons are being accepted as the answer for the transformation of the backyard, whether it is in a surround, pergolas with fire pits, or just a small vignette with stools and a bar.

A new era of modular components

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Today, many will find synthetic-appointed elements being offered which use all-weather outdoor decking for traction and synthetic material that co-ordinate with the hot tub siding in a wide variety of modular components. These accessories transform the hot tub into a backyard indulgence—a place for families, friends, and guests to entertain, host events, attend parties and, yes, even enjoy all the hot water therapy the hot tub has to offer. Perhaps a homeowner wishes to sit under the stars and soak or simply lounge and chat over some food and cocktails. This now becomes an option simply by adding a hot tub surround, or a bar and a few stools.

How the step has evolved

The step is one of the most important, but critical components of the hot tub. In fact, many manufacturers have transitioned from wood skirts to synthetic cabinets, in addition to making their own steps to complete the look. The most common offering is a single step; however, retailers can up the ante by offering the customer a full or a partial surround, which will also serve to enhance the relaxing atmosphere and overall backyard setting. There are many other synthetic options available, from steps to bars, stools and planters, including sweeping grand entrances that can make the hot tub even more inviting.

Further, hot tub steps which incorporate full surrounds help to achieve a finished look as well as increase accessibility to the hot tub. Some steps even double for storage and have a lid that opens and closes to hold many of the items needed near the hot tub. Paired with a counter cabinet or a bar and stools, the consumer now has an entertainment area that will seat additional people where they can host friends and family, with food and drinks, making their backyard a casual dining encounter.

Today, almost every hot tub manufacturer has some sort of specialized skirting, whether it is textured, coloured, or two-tone; therefore, chances are the consumer will want something more than just a simple plastic step. In fact, many manufacturers will agree, the sweet spot the average consumer is willing to spend on a hot tub step and/or surround system is approximately $5000 to $7000 US. Once many consumers learn more about the features, benefits, and comparisons of other hot tubs, they are willing to spend upwards of $14,000 US on a hot tub.

Using Modern hot tub elements to create vision

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Hot tub retailers now have a variety of elements they can offer to help the homeowner complete the backyard look.

The first step is creating the vision the consumer will want; therefore, retailers should setup vignettes, with plates, napkins, and water glasses in their stores. Floral or plant-based components should also be added to the mix, as well as candles, towels, or robes to create a cozy, warm atmosphere. By adding these visual cues, it helps the consumer envision themselves in the same setting at home. Colours should be chosen that suit the season and these items must be rotated to refresh the store and provide ideas for customers. Give them a reason to say “I want that.” The old adage still rings true, “Out of sight, out of mind.”

Showroom and aftermarket sales tips

Many retailers know showroom space is a premium and, therefore, most think it is beneficial to get as many hot tubs in the store as possible. However, lining up all of the different models right next to each other can sometimes work against a retailer. Showrooms should provide ideas and generate a feeling of desire. ‘Escape’ is typically the word used with backyard retreat. The consumer wants to get away, so retailers need to provide them with a visual reminder to help them see beyond the hot tub.

Aftermarket sales are just as important and there are ways retailers can assure they get additional sales from their customers.

Start with e-mail

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Collecting e-mail addresses from consumers to send promotional reminders (e.g. seasonal sales), are good for business. Therefore, customers should be setup to receive water treatment reminders, including a mention of any accessories that are on sale. Target the customer for an ‘after’ purchase sale by incorporating hot tub steps, surrounds, bars and add-on items with an additional discount 90 days after their original purchase. Once they have their hot tub in place and have used it for more than 30 days, the desire to buy additional items may become apparent based on their needs.

During this period, customers may realize they should have bought that bar or towel holder, or need extra steps to get into the hot tub from different angles. Sometimes just using the hot tub for a few weeks will highlight the necessities they forgot about. Whether it is a step or surround, or just a bar and stools, the after-purchase sale is just a click away.

Create an ‘after’ sale coupon

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After the hot tub is installed, the delivery crew can give the consumer a personal invitation to return to the store within 90 days to buy additional items at a reduced price. This should accompany the start-up kit or be handed to the owner after starting their hot tub. Another option for retailers is combining a business card along with a thank you note that congratulates the customer on their purchase and offers a personal invitation to receive a discount of a set percentage off of any accessory over $300. When using this sales technique, it is important the retailer accommodates for any discounts when pricing aftermarket items.

Host a customer appreciation night

Customers love any reason for a party; therefore, retailers should create a sales-themed event and send invitations to existing and prospective customers to attend. This event gives retailers the perfect opportunity to feature their modular hot tub accessories with discounts that are ‘one night only.’ For customer convenience, sale prices should be put on each of the featured items.

Retailers can set the mood in their showrooms by using string lights and/or flameless candles to keep the lights low while at the same keeping the atmosphere cheery. The hot tub bars, surrounds, and stools should also be dressed up with appetizers and drinks, as chances are the consumer has not seen some of these products in use.

This is also a great opportunity for retailers to provide guests with a small gift, perhaps a hot tub fragrance or a T-shirt—something to remind the customer that the retailer is their hot tub professional. By keeping a guestbook, retailers can easily follow up with attendees by sending a thank you card that includes an exclusive aftermarket offer.

Do not forget about social media

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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.

[7]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[8].

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