The magic of merchandising: dynamic hot tub showrooms capture consumers' attention. Ask yourself these questions to see how your shop shapes up

Pool & Spa News, Nov 1, 2004 by George Whalin

Salesmanship is an important part of selling spas and related products, but "showmanship" plays an equally important role. Showmanship creates an environment in which people want to buy.

Today's savvy consumers aren't just comparing your showroom with other hot tub and spa showrooms; they are comparing it with all the stores in which they've shopped. People know instantly if you have little regard for how your products are displayed. They've seen all kinds of attractive stores where the merchandise is the star, and they know the difference. And that difference can impact your bottom line.

To adopt an aggressive visual approach to merchandising, ask yourself the following questions:

When a customer walks through the front door, what do they see?

Look at your showroom through the customer's eyes. Is it bright, cheerful, fun and visually appealing? Or is it dark, with spas all crammed in close together? This first impression affects the customer's perception of the way you do business.

I encourage you to regularly videotape or take photos of your showroom. It's amazing what you'll see on video and prints that you don't see in person. For example, you may not notice the discolored ceiling the that the customer sees instantly. You may not realize how inadequate the lighting is to show off the merchandise. Your reasoning for squeezing as many spas as possible into your small showroom may be to give customers more choices, but what they see is too many products in a small space. While you may focus your attention on attractive individual spa displays, the customer sees the cluttered counter, empty shelves where chemicals should be displayed and the overwhelming mismatch of manufacturer-supplied signs.

Do display components such as lighting and signage make the merchandise the star?

Lighting, signage and other display components all have one purpose: to make the spa as attractive as possible to the customer. Your presentation should begin to tell that story. Showroom lighting should enhance the merchandise. The wrong kind of lighting (fluorescent tubes mounted in a paneled drop ceiling) can take away from the spa's appeal. With too little light to really show off a spa, it will look dull and uninviting.

Do windows, ceilings, walls and floors enhance or detract from the merchandise?

Among the display tools that spa retailers have to work with are the architectural components of the building itself. Windows bring in light and create an open feeling in a showroom, but too much direct sunlight can wash out signs or make it hard to see the merchandise. To enhance the products, window shades and screens can be used to filter and diffuse the amount of light coming in.

One of the most common ceiling/lighting solutions has long been the dropped metal grid that holds acoustic panels and 4-foot fluorescent light fixtures. This type of ceiling is economical, but rarely enhances the visual image of a showroom. If you have this type of ceiling and can get approval from the landlord, remove it. After painting the open area above it in an attractive darker color, install spot and flood lights, dropped down to illuminate the showroom. If you're unable to remove the dropped ceiling, consider painting it an attractive color and installing track lighting for halogen fixtures, as well as spot and flood lights to display the merchandise.

Are you paying attention to the details?

Unlike discount stores, spa retailers can be very creative when putting together a dynamic, visually exciting showroom. How about placing large blow-up photographs of various spa installations with people enjoying the spas in their backyards? Another way to add visual pizazz is to place lighted window boxes throughout the showroom, each one detailing key product features along with photos of people enjoying their spas.

The sales counter is another area where you may be missing an opportunity for visual interest. This area can be used to highlight all the products you sell, as well as spa and pool cleaning services and care instructions. This can be done with attractive signage, brochure displays or even video screens.

In short, there's no excuse for a boring store! Nothing should be ordinary. Make every area of your showroom as visually dramatic and interesting as possible. Becoming an outstanding retail destination means taking bold steps to amaze and delight customers when they come into your showroom. That's the magic of merchandising!

ShowTime

Who: George Whalin

What: "Retail Magic Creative Merchandising Ideas to Increase Sales in Your Showroom"

Where: 2004 International Pool & Spa Expo, Las Vegas

When: Tues., Nov. 30, 8-10 a.m. Seminar will include cost-effective merchandising secrets to create a more dynamic showroom; dozens of proven merchandising ideas; how to use lighting, graphics, signage and props to create retail excitement; and more.

NSPI Certification: BEP, CBP; 300 Level, 2.0 Business Credit Hours

Whalin is president of Retail Management Consultants, based in San Marcos Calif.