“Our industry is always evolving,”
says Rene Huston,
president of Patio
Pleasures Pools & Spas in Madison,
Wis., “but in some ways, it remains
constant. For example, I think the way
consumers like to entertain in the
backyard has stayed the same, but
some of the products that used to be
of interest to them when it comes to
entertaining have changed.”
For retailers in our niche industry,
finding the right product balance is an
art. They must find outdoor living items
that give customers a reason to come to
their store instead of going online or to
mass merchants. The reasons may have
to do with support, like hot tubs, or they
may have to do with exclusivity, which
can be short-lived if the product is a big
hit, like pellet grills. It just means you
have to be nimble and move on when
you need to.
“When we first brought in wood
pellet grills a handful of years ago, we
really wanted to be selective so that we
were hitting more of a niche market,”
Huston says. “They were very popular for
many years, and then we decided to offer
flatiron grills. However, because grills are
now available through so many different
outlets, we have decided to move away
from selling any type of grill.”
Of absolute importance is the
constant evaluation of the local market,
including exactly what the target market
is doing with its money, and how tastes
are changing. Huston’s customers are
tasting pizza, to be exact, in a renovated
backyard space.
“Outdoor kitchens are still really
popular. When a consumer is adding
an outdoor kitchen to their space, it’s
usually in conjunction with a larger
backyard project, which includes
landscaping and other things, but we
don’t have the capabilities or department
to do that. However, what does work well
for us, and is comparable on a smaller
scale to outdoor kitchens, is the pizza
oven. Pizza ovens have been a great
addition to our product mix thus far.”
Sometimes, you may want to offer
a product in your store just because
you like it. And you have to trust your
instincts, to some extent. However, you
must not let your personal preferences
get in the way of your company’s overall
mission, image and goals. For example,
Huston appreciates the visual appeal of
blow-up pools, and understands their
popularity, but knows they wouldn’t fit in
with the store’s brand and values.
“It’s really painful for us at times
because blow-up pools can be very attractive in design, structure, curb appeal and price; however, then
the customer may not get the best support equipment in order to
keep that body of water clean, which is super important to us. That
being said, we used to carry a soft-sided pool, which is similar to
an intex pool, but we were able to pair it with some high-quality
equipment. We no longer carry that pool, but I still see it as a very
relevant product line for those consumers who want a swimming
pool, but who are just looking for something more simple.”
Taking the Plunge
Health and wellness have been trending for many years, and that
movement shows no signs of fading. People want to be the best
versions of themselves, and they want the best products to help
them to do so. Our industry has targeted that market for decades
with spas and saunas, but now, instead of offering the wellness
benefits of intense heat, seeks to give customers intense cold.
“If we sell warm bodies of water,” Huston says, “why wouldn’t
we also consider selling cold bodies of water? We get a lot of
people who walk into our showroom and ask if we have a cold
plunge option. We don’t currently carry one because we are trying
to find a compatible manufacturer who isn’t competing against us
by selling direct to consumers, but we’ve been on the lookout to get
some cold plunges into our stores for a couple of years now.”
Alongside hot new products, staples like casual furniture remain
the backbone of outdoor living retail. But while lounging in a chaise
lounge will never lose its appeal, the colors and styles are updated
on a regular basis, and the ability to match all items is a strong
buying incentive.
“We still do our polyresin product, which consumers especially
like since it’s a more eco-friendly approach to furniture. It’s also
a lifetime product. It’s not something that has to be replaced or
budgeted for at some later date. What we have seen change in
the poly furniture market; however, is the different designs, colors
and styles that have become available. Fire tables have also been
constructed out of polyresin material to match other outdoor
polyresin furnishings, as well as a ping pong table; we carry both
products at our store.”
Alongside the staples and the latest items, there should always
be products in a pool and spa retail showroom, along with a
distinct atmosphere, that sends a simple, straightforward message:
fun.
“When our consumers walk into our store, they love being able
to see all the trinkets we have to offer,” Huston says. “We want to
display items that remind them of their upcoming pool party, which
then inspires them to purchase some new items for it. I think most
professionals in the pool and spa industry know these items are
not a high-profit product or product line. But we still carry them,
and other products like them, because it’s part of our showroom
vibe that our customers have come to look forward to and enjoy.
“We want to provide them with an experience. Both of our
showrooms have complimentary alcoholic and nonalcoholic
beverages, freshly popped popcorn and occasional ice cream
events. We have a designated children’s area, complete with a
variety of toys and games to keep children entertained while their
parents shop. The reality is, we compete not only with big-box
stores, but we also compete with online retailers and one another.
You need both complementary and non-complementary peripheral
products in your retail store to differentiate yourself from the
competition and therefore, set your business up for success.”
This article first appeared in the September 2023 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.