Shifting into Shipping

Subscription-based water care kits are gaining traction, securing repeat purchases as well as long-term consumer engagement, according to a 2026 Allied Market Research report.

“Consumers choosing to shop online is not a trend our industry can afford to ignore,” says Rene Huston, president of Patio Pleasures Pools & Spas in Sun Prairie and Madison, Wisconsin. 

For local spa retailers, that creates both challenges and opportunities. While consumers expect the convenience of online ordering and delivery, dealers are finding ways to combine digital purchasing with the personalized service and water care expertise that large e-commerce retailers can’t provide. Auto-ship programs, in particular, are a tool to drive recurring revenue, improve customer retention and simplify water care.

“The biggest shift we’re seeing is that customers no longer separate shopping from service,” says Kathi Belcourt, director of sales and service of Aqua-Tech in Winnipeg, Manitoba, Canada.

Online shopping has conditioned consumers to expect convenience, fast delivery and easy purchasing, and many people assume products purchased online are the same as those offered by their local spa professional. While that is sometimes true, Huston says significant differences exist, and that’s where local retailers’ expertise comes in. 

“Purchasing chemicals is only part of the equation — knowing how and when to use them is what ultimately leads to healthy, trouble-free water,” Huston says.

Over the past year, Aqua-Tech has continued investing in digital ordering, water testing technology, home delivery and tailored product delivery programs. 

“Customers absolutely want the convenience of ordering chemicals online, but they still want confidence that they’re buying the right products and using them correctly,” Belcourt says.

Patio Pleasures has also integrated chemical sales into its service operations. Huston says the company routinely asks service customers if they need chemicals delivered during scheduled visits, creating more convenience without requiring a separate trip to the store.

“Convenience is no longer viewed as a premium service,” Belcourt says. “It’s becoming a basic expectation.”

Delivering results, not just products

The biggest advantage local dealers have over e-commerce retailers is expertise and support. 

“Amazon can deliver chemicals; a local dealer can deliver results,” Belcourt says. 

At Aqua-Tech, customers can bring in water samples, text photos, email, call or walk into the store. “That level of support creates trust that large online retailers simply can’t replicate,” Belcourt says.

Personalized service and water care expertise are key differentiators for local retailers, adds Huston. 

“Don’t be fooled by thinking AI can offer equal guidance as an industry expert,” Huston says, recalling a recent customer who asked ChatGPT for help with a water issue. “The results were frightening. The guidance offered by ChatGPT was not only inaccurate but could potentially be dangerous.”

Building recurring revenue

Patio Pleasures recently launched its Water Care Club, a quarterly auto-fulfillment program for hot tub sanitizers. Huston says these products are ideal for recurring delivery because usage is relatively predictable, making it easier to anticipate when customers will need replenishment and helping ensure they never run out of an essential water care product.

“While sanitizers are the foundation of our program, customers also have the flexibility to add other products to their shipment as needed,” Huston says. 

Belcourt says auto-ship programs shift the retailer-customer relationship from transactional to service-oriented.

“Historically, we waited for customers to realize they were out of chemicals and then come see us, but auto-ship allows us to proactively help customers stay stocked before they run out,” she says.

Belcourt has seen Aqua-Tech’s tailored product deliveries improve consistency in water maintenance and customer satisfaction. 

“One of the biggest reasons customers struggle with water quality is simply running out of products or forgetting maintenance routines,” she says. “When customers have the right products available at the right time, water care becomes more consistent, problems decrease and satisfaction improves.”

Automation with flexibility 

Belcourt says reminders, subscription management tools and digital communication play a huge role in successful chemical auto-ship programs.

“Customers want convenience, but they also want control,” she says. “The best programs combine automation with human support.”

Effective programs allow customers to adjust deliveries, skip shipments, ask questions, receive reminders and communicate with real people. 

Belcourt says customers don’t view in-store, online and subscription purchasing as separate channels. “They simply want flexibility,” she says. “If customers receive great service regardless of how they shop, they remain loyal to the dealer, not the channel.”

Retailers are also seeking ways to differentiate themselves beyond convenience.

Patio Pleasures partners with manufacturers that have strong minimum advertised price policies and online distribution controls. Huston says this helps ensure local retailers are not competing against the same products being sold online at deeply discounted prices. 

“Maintaining pricing integrity allows retailers to compete on service, expertise and convenience rather than simply trying to match the lowest price,” Huston explains.

Patio Pleasures is also exploring private-label chemical programs to build stronger customer loyalty and create a more differentiated offering, she adds. 

“Private-label products allow retailers to strengthen their brand, deepen customer relationships and provide an experience that cannot be easily replicated by large online marketplaces,” Huston says. 

Belcourt advises avoiding the temptation to compete solely on price. Customers expect fast fulfillment, accurate inventory, simple ordering, reliable delivery and competitive pricing. Belcourt says it’s a lot of moving parts, but local dealers rarely win a race to the bottom. 

“We win by providing value,” she says. “Customers aren’t really buying chemicals. They’re buying confidence that their water will be clear on Saturday morning when friends show up.”