“Less is more” is the mantra of upscale retail businesses that attract high-income customers. Years ago, I ghostwrote the visual standards manual for Saks Fifth Avenue. When I ran into their visual team at a trade show, their corporate director of visual merchandising told me that almost everything I wrote is still used 30 years later. Standards don’t change, but the merchandise and fixtures do.
You likely already know two key things about customers who walk into your showroom: They’ve researched spas online, and they’re ready to see, feel and maybe even test one in person. That level of buy-in gives your team an opportunity to close sales today and build a pipeline for tomorrow.
Very few customers walk into a hot tub store expecting to be impressed by the displays, which gives store owners a powerful opportunity to surprise them and make the space memorable.
In an era where shoppers are more likely to order online than walk into a store, creating a captivating showroom is essential. For retailers, this means the store must offer something the internet cannot. Consumers often look for fast, convenient and exciting shopping, so quick store refreshes can be a game changer.
Movement creates interest, and interest creates sales. Whenever sales are slow, take a cue from the song “I Like To Move It” from the “Madagascar” movies. Rearranging your showroom can energize you, your staff and your customers. So, move it, move it!
Whenever I read an article that comes with an intriguing headline like “At What Age are You Happiest?” I skim several paragraphs down to get the answer.
Experiential retail is all about creating memorable, positive in-store experiences that lead to sales and repeat business.
There’s a stark contrast between the purpose of a showroom — designed to highlight the benefits of owning a hot tub — and the indoor environment where the products are displayed.
With the onset of the COVID-19 pandemic, many industries that had avoided certain technology had to embrace it. Whether it was out of necessity or convenience, digital tools like showroom touchscreens have now become permanent fixtures.
If you participate in an off-site event like a home show or state fair, carefully consider your setup and how you will make your business stand out. Every hot tub needs a sign on or right next to each unit. The repetition of your name and logo is essential for customers’ memory.
As the heat of summer fades and chilly autumn breezes blow in, your customers may have questions about preparing their hot tub for winter.
Do you give your customers a “try before you buy” experience? Having a broad selection plus knowledgeable sales and service people gives you an edge and customers a better chance to buy the product that is right for them.