Hot Tub & Swim Spa Scene MARKET REVIEW
Marketing Insights
Digital marketing may be the most tried and tested way to attract customers but retailers use other innovative ideas to boost sales. Open days have been extremely successful for 1 Stop Spas. Their annual ‘Hook-A-Duck’ competition publicised on local radio attracts almost 100 people to the showroom and generates 8-10 hot tub sales over the weekend, with usually a further 8-10 sales following. Welsh retailer All Swim eschews open days and short events in favour of contacting customers with promotions over an extended period. “When we previously organised a special offer for the weekend, we were so inundated with customers that I really felt our customer service level dropped,” says Jane Veysey. All Swim also produce a 126-page annual mail order catalogue each spring.
substitute for excellent customer service, before and after the sale. “1 Stop Spas pride ourselves on our exemplary aftercare,” says Chris Brady. “This has always been our biggest advantage.”
AFTER SALES
A key part of keeping the customer relationship ongoing is the supply of consumables such as chemicals and other accessories. “Accessories are on the up for us and the industry as a whole, explains Chris. “The UK market was slow getting involved in the accessories market and if you speak to our friends ‘across the pond’, accessories, chemicals and filters are big business to their retailers. Accessories are a great way of keeping your customers engaged and maximising the ‘through-life’ business relationship with your customer.”
This is a view echoed by Jim Johnston. Marquis Spas, a range that now includes an extensive choice of coordinated accessories to develop the hot tub area of your home into an entire lifestyle space. “The UK is slowly catching up to the global ‘environment’ market. Most companies offer little more than a box of water and a plastic step,” Jim says.
The UK may still have some catching up to do in terms of reaching anything like the lifestyle potential of the US market but the trend towards seeing the home hot tub as an all year round
ABOVE: Open days have been extremely successful for 1 Stop Spas.
investment is developing. Historically most retailers would see their sales peak from Easter to September and whilst the core summer months are still the main earners, hot tub sales are steady throughout the year.
“The garden scenario has changed over the last 20 years and people now use their gardens as an extension of their living area,” says Graham Message. “Customers are becoming more aware of the possibility to use their hot tubs all year round having seen them at holiday parks and ski resorts.”
This continuing awareness and modern improvements in heat retaining construction will help to grow the market further ensuring the success of hot tubs and spas in the UK, whatever the weather. n
COMPANY CONTACTS 1 STOP SPAS
Tel. 01522 300737
www.1stopspas.com
ALL SWIM
Tel. 02920 705059
www.allswimltd.com
ARCTIC SPAS
Tel. 01299 250552
www.arcticspas.co.uk
ARTESIAN SPAS Tel. 01302 730295
www.artesianspas.co.uk MARQUIS SPAS
Tel. +1 503 551 8804
www.marquisspas.com
VITA SPA
ABOVE: The hot tub industry embraces the latest technology to offer customers the total package.
24 Hot Tub & Swim Spa Scene MARKET REVIEW
Tel. 01245 477400
www.vitaspa.co.uk
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