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SPN JUN 2012 TradingUpHotTubs
www.swimmingpoolnews.co.uk
Artesian Spas recently introduced SmartPhone technology to its top end hot tubs
Older spas sold six or seven years ago are neither energy efficient nor have the advantage of the new technology which has changed the face of hot tubs. When you add in those owners who now want therapy from their tubs not relaxation then it goes some way to explain the importance to the trade of trading up to newer models
By Alan Lewis
T
rading up some hot tubs makes complete sense.
For anyone who bought a hot tub more than five years ago, it’s more than likely it isn’t equipped with the latest features now available, nor is it as efficient as today’s spas. With new designs, accessories, and features constantly being added and upgraded on 2012 hot tubs, the demand for better products continues to grow. Which is why trading up – selling a newer, more efficient hot tub which can be fitted with more ‘bells and whistles’ is an important ingredient in the drive for more hot tub sales in 2012. Officially there are no figures available to suggest that someone who owns a hot tub is more likely to renew and get a new model than make the first decision to buy one. Unofficially, dealers and distributors put the figure as high as four times more likely. In other words once people have a hot tub then when the time comes they’ll upgrade it. Much of the UK hot tub trade now targets existing hot tub owners in an effort to encourage them to trade up – using the latest and tempting technology, innovation and cost saving features and they are keen to stress how hot tubs have changed in the last seven years. Some manufacturers offer these types of trade-ins as ‘credit’ towards the purchase of any
new hot tub model. Often, hot tub owners will find that they will end up saving significant amounts of money by trading in their old spas for the latest, cost-efficient ones.
There’s perhaps a theme to why people want to stay with the hot tub experience. A small number of upgrades are made out of desperation. First time owners who have bought badly on the web, turn up to authorised dealers trying to trade in their ‘internet mistakes’ for a new specialist hot tub.
“I guess we had a half a dozen of these last year,” said one Bristol dealer.
“There’s very little we were able to do. When we saw the tubs some of them were dangerous just to switch on let alone get in and would never pass any proper electrical test. The experience didn’t deter the owners from going through with a deal to get a reliable fully warranted hot tub. I think we sold four from the six approaches we had.”
Trading up customers generally want a new model for one of three reasons.
Firstly, they want to move from the relaxation benefits of hot tubs to more therapy levels of treatment. Secondly, it’s often a question of cost – their current model just isn’t energy efficient and can often be too expensive to run, especially in these tougher times.
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