Since 1990, HydroTher Hot Tubs have been the #1 choice of architects, consultants, designers and facility operators for commercial aquatic applications.
Specialty retailers throughout Canada and the U.S. continue to experience robust growth in the hot tub sector. One of the major challenges faced by hot tub retailers is the profitable sale of chemicals. In the past, spa water chemicals used to yield significant profit margins; however, due to competition from big-box retailers and online merchandisers, those margins have just about disappeared.
In the pursuit of setting themselves apart from competitors, businesses must find ways to differentiate their offerings without solely relying on price competitiveness, especially as consumers increasingly prioritize cost-consciousness in today’s economy. Frequently, retailers will notice the sales of their water treatment products tend to fall behind the sales of hot tubs. Rather than allowing customers to purchase their hot tubs at their stores and then seek chemicals elsewhere, retailers must create incentives for customers to return for chemical and hot tub accessory purchases. Savvy retailers have adopted a tailored approach to water treatment, effectively boosting hot tub chemical sales while fostering repeat visits from customers.
Retailers have found that implementing a “discount bag or box” program serves as an effective strategy to entice customers back into their stores. By offering reusable bags or boxes that customers can fill with chemical bottles and filters, retailers can provide discounts to those who bring in their reusable containers. Many retailers also emphasize the importance of using the term “water care products” instead of “chemicals.” This subtle distinction helps hot tub retailers distinguish themselves from competing products in the market, particularly those offered by big-box retailers and online merchants. Using the term “water care products” directly aligns with the idea that hot tub hydrotherapy is an integral component of an overall wellness program for consumers seeking to treat their bodies kindly and maintain their well-being. They do not wish to soak in a bath filled with chemicals.
In the realm of pool and hot tub retail, knowledgeable staff possess the expertise to conduct hot tub water testing and provide clients with essential guidance for maintaining clean and clear water. Specializing in water testing, water diagnosis, and water treatment products is a strategic approach to distinguish one’s business from big-box and online retailers. The objective is to establish a reputation as a reliable provider of precise water diagnosis and effective water treatment solutions. Offering water testing and diagnosis services enables retailers to offer tailored solutions and builds customer loyalty. Retailers should not underestimate the significance of offering specialized water diagnosis services to set themselves apart from big-box and online competitors.
Water diagnosis centres offer customers the opportunity to sit at the counter, observe, and await the results of their water testing. Water testing is the aspect of the business where customer care can be truly demonstrated. The primary goal is to address any water care issues by identifying their root causes. Ideally, the company should possess the capability to conduct tests that surpass the capabilities of home test kits. These tests encompass assessments of pH, alkalinity, chlorine, metals, and filter performance for water clarity and filtration effectiveness. All these tests collectively instill confidence and bolster customer loyalty. A deeper understanding of clients not only ensures ongoing competitiveness for the business but also enables retailers to avoid engaging solely in price competition.Tailoring water treatment solutions for customers represents another way to ensure the profitable sale of pool and hot tub chemicals and water treatment products. The development of a comprehensive questionnaire designed to personalize the sale of water care products serves as an excellent method for cultivating customer loyalty. This approach not only addresses water clarity, balance, and sanitation but also promotes overall water wellness for customers. The goal is to craft a unique and individualized water treatment program for each customer, delivering distinct benefits aligned with their preferences. Providing a high level of service serves as another effective means to stand out in a competitive landscape.
Integral to the sales process for hot tubs is the discussion of water treatment. This conversation distinguishes hot tub retailers from mass merchandisers and consequently empowers them to command higher prices and greater profits when offering water treatment products. Taking the time to guide customers through their options further underscores the expertise of both the retailer and their staff, establishing their retail store as a trusted source of hot tub knowledge and supplies. Tailoring water treatment programs to meet the client’s specific needs often leads to additional upsell opportunities, extending beyond hot tub water treatment products, which is an added advantage. Once customers become acquainted with and trust the staff, it becomes notably easier to market a wide range of products, spanning secondary water treatment systems, hot tub accessories, pizza ovens, BBQs, and other outdoor living products.
Staying informed about the latest water treatment trendsContinual improvement in current water testing and treatment programs is of paramount importance. Embracing cutting-edge technological advancements in water testing, offering mobile water testing services, and employing systems that generate recommendations based on test results can simplify the hot tub ownership experience. For example, some in-store water testing equipment link into computer software that provides a comprehensive printout of all performed tests, along with product recommendations. The accompanying database enables pool and hot tub retailers to archive test results by customer, record customer-specific hot tub information, and merge it with data on previous product usage and other invaluable customer details.
Retailers have the capability to pre-program the system with private label and specialty chemicals, aligning product recommendations with the printout for straightforward sales, particularly in situations where less knowledgeable staff may assist customers during peak hours. By embracing contemporary water testing technology, retailers can integrate this equipment with their staff’s expertise to provide personalized water treatment solutions, simplifying the sale of chemicals in-store or through service trucks when technicians conduct hot tub water tests at customers’ homes.
In addition, it is also important for the team to stay informed about the latest health research related to hydrotherapy, including skin issues, muscle health, cardiovascular benefits, and overall wellness. Maintaining a collection of articles readily available for customers to peruse, whether in print form or through emailed links, can be instrumental in sharing health insights. Continuously adapting processes based on customer feedback is essential. Retailers should also ensure the availability of a straightforward, step-by-step printed guide that outlines recommended water care products for start-ups and provides guidelines for weekly, monthly, quarterly, and even annual product usage, including draining and refilling procedures.
Specialized services, such as tailored water care treatment programs for customers, enhance the personalization of the sales experience, increase customer loyalty, and ensure the profitability of water treatment product sales.
By Kevin Vlietstra
5170A Timberlea Blvd.