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.
“It’s an outside product that’s almost always sold indoors,” says Mario Maichel, senior manager of retail performance optimization for Watkins Wellness. “So, you’re starting with this weird mental space for the shopper, and you need to help bridge that gap between where [the tub is] going to end up and where it was when they bought it.”
To achieve this, Maichel says using textures in merchandising design can help soften the boxy look of a hot tub to make it more visually appealing. From wood and stone to plants and fabrics, introducing elements that resemble those found in nature — or in a backyard — provides subtle cues inviting customers to embrace the product and sensory experience.
“The more senses we engage, the more people pay attention to their surroundings,” says Linda Cahan, a retail design strategist, consultant and speaker based in Portland, Oregon. “And the more you soften the edges of the experience, the more interested and relaxed people will feel. When they’re relaxed, they stay longer.”
Thoughtfully selecting textures
So, which textures leave a lasting impression on customers?
Cahan says a strong indicator of quality is real wood, so she recommends incorporating it into the cash wrap, chairs, countertops or desks where orders are written.
“When a company cares to get the best, it shows that they’re going to care about the customer and the customer’s purchase,” Cahan says. “And caring shows in the store design and everything used in the store as well.”
Maichel says trying to use faux materials to emulate the outdoors does a disservice to hot tubs because customers rely on their surroundings to put a price tag on the merchandise.
“The bigger the lack of knowledge about a category or a product, the more the customer depends on the physical space that it’s shown and presented in to determine its value and quality,” he says. “So, the space that products are sold in is the first and loudest hint to the shopper about what they’re going to get.”
Plants are another way to introduce texture and create ambience, Maichel says. He recommends placing shrubs near select hot tubs along with a rug, rolled-up towels and outdoor upholstered furniture to bring the space to life.
“It’s all about sightlines,” Maichel says. “When somebody walks in, what do they see? How do they move through the space, and when they get to a certain spot, how do you slow them down? It’s about making someone feel comfortable, making something feel valuable and helping to manage their attention around the product you are showing off.”
Cahan says in addition to plants, large photo murals can provide depth and texture without taking up space.
“Use soothing colors because you don’t want people to be more interested in the mural than they are in your products,” she says.
Winning color combinations
While a lifeless showroom can be a turnoff, so can too many textures, Cahan says. For this reason, she recommends being selective in the areas where textures collide with colors.
“There’s nothing wrong with some solid-color walls and areas that aren’t textured,” she says. “The texture is there for interest. It’s not there for everything.”
When it comes to balancing colors and textures, Cahan recommends finding examples of color combinations that occur in nature and re-creating them in the showroom.
Meanwhile, Maichel says the color schemes of the products themselves can be the best inspiration.
“Every manufacturer should have a color palette recommendation for their products and showrooms,” he says. “Work with your manufacturer to ensure you have a showroom that’s branded so that people have peace of mind knowing they’re in the right place.”
Small spaces matter, too
Just because a space is small doesn’t mean it has to be bland, Cahan says. Stone can create pops of distinction and carve pathways through the store.
“If there is a way of safely incorporating real stone, that stone is like wood — it says quality, durability and longevity,” she says.
Stone is not only reserved for floors; it can also be used in accent walls, Maichel says. In fact, combining stone or brick with plants can create a stunning wall that blends class and style — all words you want customers to associate with hot tubs.
Done right, textures should magnify the beauty of the space where homeowners ultimately want to gather — in their backyard. Among the plants, wood, stone and other natural elements they selected for their landscaping, a hot tub will inspire them to further immerse themselves in the tranquility of the outdoors.
“When you get into water, you’re getting into nature,” Cahan says. “And the more nature you bring into the store to encourage that blissful experience of getting into the warm water, the more customers feel at home.”