Rene Huston is the president of Patio Pleasures Pools & Spas, a Madison, Wis.-based company. “Our industry evolves constantly, but in many ways it remains constant.” The way people entertain in their backyards hasn’t changed, but the products they used to use to do so have.
Finding the perfect product balance for retailers in our niche is an art. The retailer must look for outdoor items that will encourage customers to visit their store rather than go online or to a mass merchant. Hot tubs are a good example, but they can also be based on exclusivity. This is only true if the product becomes wildly popular, such as pellet grills. You have to be flexible and change direction when necessary.
Huston explains that when he first introduced wood pellet grills, a few years ago, he wanted to be very selective in order to reach a more niche market. “They were popular for many, many years. Then we decided to sell flatiron grills.” We have now decided to stop selling grills of any kind, as they are available in so many outlets.
It is vital to constantly evaluate the local market. This includes determining what your target market spends its money on and how their tastes have changed. Huston’s customers can taste pizza in a newly renovated backyard.
“Outdoor Kitchens are still very popular. “Outdoor kitchens are still really popular. Pizza ovens are a good alternative to outdoor kitchens and work on a similar scale. “Pizza ovens have proven to be a valuable addition to our product line.”
You may offer a certain product just because it appeals to you. You have to trust yourself to a certain extent. You must, however, not let your personal preferences interfere with your company’s overall goals, mission and image. Huston, for example, understands that blow-up swimming pools are popular, but they don’t match the values and brand of the store.
It’s very painful because the blow-up pool can look great, have a nice structure, and be a good price. However, the customer might not receive the best equipment to maintain the water, which is important to us. We used to sell a soft-sided intex-style pool that we paired with high-quality equipment. We no longer have that pool but I still think it’s a great product for consumers who just want something simple.
Take the Plunge
Since many years, health and wellness has been a trend. This movement is not going anywhere. The best products are what people want to use to achieve their goals. Since decades, our industry has been targeting that market with spas and steam rooms. But now, rather than offering customers the benefits of intense heat for wellness, they are seeking to offer them intense cold.
Huston asks, “If we are selling warm bodies of waters, why wouldn’t you also consider selling cold ones?” Many people ask us if we offer a cold plunge. We do not currently have one in our store because we are looking for a manufacturer that is not competing with us by selling directly to consumers. However, we have been searching for cold plunges to be available to purchase since a few years.
Casual furniture, along with hot new products like hammocks and patio heaters, remains the foundation of outdoor living retail. While the appeal of a chaise longue will never fade, colors and styles are constantly updated. The ability to match items is also a powerful selling point.
“We continue to produce our polyresin furniture, which is a popular choice among consumers because it’s more environmentally friendly. This is a product that will last a lifetime. This is not something you have to replace or budget for later. The poly furniture market has changed in terms of the new designs, colors, and styles available. We also carry a ping-pong table and fire tables made of polyresin to match the other polyresin outdoor furnishings.
A retail store for pool and spa products should have a unique atmosphere that conveys a clear message.
Huston: “Our customers love to be able to look at all of the trinkets that we offer when they walk into our shop. We want to show them items that will remind them of the pool party they are planning, and then encourage them to buy new items. Most professionals in the spa and pool industry are aware that these products or product lines do not make a lot of money. We still sell them and similar products because they are part of the showroom atmosphere that our customers enjoy.
“We want them to have an experience. In both showrooms, we offer complimentary beverages (alcoholic and nonalcoholic), freshly-popped popcorn, and ice cream on occasion. Our children’s section is equipped with toys and games that will keep them entertained while their parents are shopping. We compete not only against big-box retailers, but also with online retailers, and with each other. “You need to have both complementary and noncomplementary products in your retail shop to set yourself apart from your competition and ensure your business’s success.”
The article was first published in AQUA Magazine, the leading resource for pool and spa retailers, builders, and service professionals. All industry professionals can subscribe to the print edition of AQUA Magazine for free. Subscribe by clicking here.
