The Signature Display
Creating a visual identity customers remember
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.
Most hot tub stores look fairly similar. Spas are lined up, and there may be a few plants tucked between units to break up the monotony. If your entire operation is strictly low-price oriented, that may be enough. But if your strongest sales are at the top and bottom of the pricing spectrum, at least half of your customers expect more.
These are shoppers who are willing to spend extra money on longevity, ease of use and premium features — and they are accustomed to shopping in visually appealing environments. Upscale clothing, appliance, furniture and home accessory retailers all invest time and thought into how their stores look. Hot tub retailers should do the same.
I once saw an eye-catching window display in New York City. There were at least 15 mannequins in the window, all wearing different black outfits and standing in dramatic lighting. When I walked into the store, it took me a while to realize there were almost no mannequins inside, just merchandise. But that first impression was so strong that it colored my perception of the entire store. As a visual merchandiser, I realized I had been visually “tricked,” and was impressed it worked. I still am.
Finding your focal point
Over my years of writing for SpaRetailer, I have talked about focal points endlessly — because they matter. When you walk into your showroom, what is the first area you see? Ask several people on your team the same question and compare answers. The area that consistently draws the eye should become your signature display. If structural limitations prevent that, move to the second most visible location.
Structure
The idea is to wow your customers as they walk in. If your focal display is against a wall, use it as a backdrop and anchor for a pergola or gazebo. A freestanding focal area works best when it’s not on a platform, which can be a tripping hazard. Instead, use high-quality artificial grass to define the space visually.
Regardless of how you create a focal area, you don’t want it to block the view of the rest of the store. Make sure there are “see-through” areas between the structures’ uprights. Hanging flowering plants (good fakes are fine) or colorful lights will add interest to the display.
Elements
If your focal display is against a wall, consider a large painting, a scenic mural or something unexpected that gets people talking. Companies like Sky Factory create realistic sky ceilings and window scenes used in hospitals, corporations and specialty retail environments. I’ve worked with them and can comfortably recommend their products, though there are lower-cost alternatives. Humans are drawn to light, so consider wrapping your focal structure with warm-colored string lights. Don’t limit yourself to white — and never use cool white. Pink lights paired with yellow or orange accessories can be playful and inviting. Carry those colors down into the display with props: towels, drink trays, books, sunglasses, deck chairs or hats. The goal is to make the display feel lived-in, as if someone genuinely enjoys that hot tub.
Colors matter. Yellow and green are eye-catching and generally positively perceived. Green and blue are favored because they represent life and safety — trees, sky and water. Yellow is the first color our eyes register and is associated with optimism and serotonin. Often, spa showrooms are painted blue, which is calming but not ideal for a signature focal display because blues tend to recede visually and don’t encourage action. The best-selling colors come from the sun and fire — reds, oranges, yellows and pinks. Red sells best in very small doses; too much feels aggressive. Choose a balanced palette that creates warmth and positive energy.
People in the picture
Photos of people enjoying a spa can be effective if done correctly. They should be high-quality, mounted on rigid boards, cut cleanly so no white edges show and placed against a wall.
Another option, although more expensive, is bendable mannequins. They can be dressed in swimsuits and posed seated in the spas, with sunglasses or hats to make them more realistic. After many years in display, one major (and sometimes funny) thing I’ve learned is that people love to rearrange bendable limbs. Your salespeople are just as likely to mess with them as your customers. When you shop for these, make sure they can move into seated positions so they’ll work in the spas.
Changing it out
Your signature focal display should be changed seasonally. Multicolored holiday lights plus a minimally decorated fir tree and Santa hats will signal Christmas time. Valentine’s Day is easy — switch to pink lights and towels and add cutout paper hearts hanging from the structure with thin pink ribbon, or use fishing line so they seem to hang in midair. Spring brings floral colors, and the yellow-green will signal new beginnings, while summer is great for sunflowers and tall grasses, real or fake.
Final touches
If you carry outdoor merchandise, incorporate select pieces into the display and always include a handrail for safety. A signature focal display should make customers feel welcome — and make you proud.
