Hot Tub & Swim Spa Scene MARKET REVIEW
ABOVE: The hot tub market is expanding with new products and a bigger customer base than ever before. Pic: Vita Spa.
According to Jim, the MicroSilk option on Marquis spas that produces negatively charged and heavily oxygenated micro bubbles for multiple skin and health benefits, is expanding at a pace well beyond that this year.
HIGH PERFORMANCE One of the European market leaders, Artesian Spas, is also seeing an increase in high end and high performance sales. “We are also seeing an increase in swim spa sales and a renewed interest in entry level spas,” says Vicky Wrigglesworth. This is in part due to the influx of low-end Chinese spas, which is “pushing down the price expectations of the hot tub buyer.” As the market matures, there is also an increasing demand for second hand deals. Many retailers steer clear of trade-ins, feeling it takes away from their focus on new sales, but there is a potentially profitable market in pre-owned and refurbished hot tubs for specialists or those with more resources on their hands. Retailers and distributors throughout the industry agree that online marketing is the most successful tool to attract potential customers. “We’ve tried every kind of marketing out there, from newspaper ads, glossy magazines, radio, TV, to even standing in the street dressed as a polar bear!” says Roland Lees of premium Canadian brand Arctic
ABOVE: 1 Stop Spas’ best-selling model is the Marquis Spas Epic with Ultimate upgrade pack and Microsilk.
Spas. “But over the past three years the internet is where it has been at. Almost all potential spa buyers will do some homework online before setting foot in a hot tub retail store.” Typically undertaking many hours of online research prior to visiting a showroom means customers are far better informed than ever before. The internet has also opened up a host of other promotional avenues and more and more retailers are reaping the benefits of active participation on social media platforms such as Facebook, Twitter, Instagram and LinkedIn. Distributors such as Graham Message of Vita Spas UK are keen to support their dealer networkin growing this area and have held social media masterclass seminars.
KEEP IN TOUCH
Social media also gets the thumbs up from Roland Lees at Arctic Spas: “Social media allows us to keep in touch with our customer base and the local community. Clients in the surrounding area are the bread and butter of your store. And when people receive great customer service, they tell their friends, and the word spreads.” The largest proportion of hot tub owners reach their purchase decision via word of mouth from friends. Keeping customers happy is key to business success in a niche market and there can be no
ABOVE: An outdoor room: a spectacular Arctic Ocean All Weather Pool installation with Spaboy system from Arctic Spas.. Hot Tub & Swim Spa Scene MARKET REVIEW 23
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