Your Store’s Vibe Matters More Than Good Looks 

Out of curiosity, I typed this month’s column topic into ChatGPT. Within a minute, an entire article appeared — and it was technically perfect. My heart plummeted, my ego was somewhat shattered and I wondered why editors even hire writers at this point. After a few days of debating my existence as a writer, I realized something: AI doesn’t experience anything. Zip. Nada. No emotions, no frustrations, no delights and no anger. But I do — and often! When I walk into a spa store, I immediately get a vibe about whether I want to stay and shop or turn around and leave.

That vibe is made up of countless elements that hit us at once: lighting, smells, colors, layout and more. Within seconds, we’re deciding not only where to walk, but whether this store feels like it can meet our needs. Good signage and sight lines can help, especially for customers who are new to buying a hot tub and may have no idea where to start.

The people in the store are part of that experience, too. I walked into a spa store a few years ago and there were two men at the main desk, both on their phones on what seemed to be business calls. They were significantly younger than me, and neither looked up from their phones for even a second to acknowledge me. I stood there for five minutes hoping to ask a question. I didn’t expect either of them to get off their calls, which seemed important, but I did expect someone to at least acknowledge me. They never looked up. When both calls ended, they turned to each other and started talking — while I was still standing 2 feet away. 

It would be an understatement to say I felt really bad vibes. While all the visuals in the store were terrific, it seemed like I was an unwanted intruder. Sometimes a simple “hi,” a warm smile or body language that says, “I’ll be with you shortly,” is enough to replace uncertainty with ease.

Brian Dyches, CEO and founder of Ensemble, leads a global collective of over 250 architectural, engineering and interior professionals. Earlier in his career, he consulted for the spa industry. People experience a store’s design all at once, he says, so its elements need to work together to create an effective environment. 

His pet peeve in many hot tub stores is the lack of water in the units. While filling every spa is impractical, he suggests the first unit customers encounter be filled with warm, bubbling water. Dyches says hearing water is a major part of the sensory journey and compares getting into a hot tub to smelling a croissant — you’re immediately reminded of the pleasure of the experience. Similarly, the scent and sound of water connect directly to a customer’s emotional memory.

Jody Turner, trend forecaster and global trend researcher with decades of experience, has a more personal take on the vibe of a spa store in Portland, Oregon. After inheriting a home with a neglected outdoor hot tub, she visited the store with a list of questions about restoring it. A rude employee left her feeling belittled, frustrated and angry, although another salesperson ultimately connected her with someone who could help. 

After the store changed management, Turner returned to find it busy and staffed with friendly associates. She bought what she needed and, thanks to the staff, found “her” place for chemicals, accessories and help with the tub.

Peter-Tolin Baker, co-owner of JP General in Portland and former global vice president of visual merchandising for Tiffany & Co. in New York City, says the sounds and music in the store must match the customers’ preferences, not those of the sales associates, otherwise it becomes a “sound assault.” The scents in the store must be fresh and appealing with no hint of mildew or too much chlorine. And he reminds store owners and managers to make sure they walk into their stores through the front door, not the back, at least two times a week to experience the customer journey and see what their customers are seeing.

It doesn’t matter how beautiful your store is, the experts agreed, one bad experience can undo everything you’ve built by driving customers away. People eagerly share unpleasant instances — and those stories spread much faster than good ones.