It's all in the presentation: retailers share effective techniques for displaying aboveground pools - close up

Pool & Spa News, Dec 19, 2001 by Thomas Clark

Aboveground pools may not always be as luxurious as their inground relatives, but they have their own charms, which many potential buyers find hard to resist.

Indeed, a fully assembled model is the most powerful sales tool for retailers of abovegrounders, according to many dealers. The lure of a water-filled pool glistening on their properties often proves irresistible to even the most reluctant customer.

At Cincinnati Pool and Patio, owner Fred Caston has six aboveground pools on his lot, which allows customers to see the differences between the various shapes and sizes. "We don't have an oval up right now," says Caston, "and we've noticed that our oval sales are down."

It's not enough to simply have a pool assembled and filled, says Caston. To get the maximum benefit from a display pool, retailers should:

* Keep it clean. Caston says he now uses automatic cleaners to keep the models sparkling, replacing the local high school students he once hired.

* Toss in a few toys. Floating chairs and inflatable dolphins not only make the display pool look more inviting, they also showcase accessories to people who already own pools.

* Add a fountain. "It makes the pool look more festive, more eye-appealing," says Caston.

* Build a deck around it. Jerry Carrier, president of Allstar Pool and Spa in Birmingham, Ala., uses a deck to dress up one of his store's display pools. A rock waterfall sitting on the deck further enhances the package.

* Landscape the area. Retail designer Jim Rasmus of Roseville, Calif., suggests decorating display pools with shrubs and other plants to recreate the feel of the backyard. (He recommends contacting local nurseries to suggest a co-op arrangement.)

* Make it fun. Sell the fun that comes with a pool, says Rasmus. Models can be further spruced up using outdoor furniture and swimsuit-clad mannequins. Some dealers even play party music.

Saving space

When space doesn't allow for a pool to be constructed outside the store, consider placing one on the showroom floor. Continental Pool and Spa in Omaha, Neb., has its 12-foot round pool set just inside the door, right behind the front window. "We had a 15-foot up," says salesman Steve Mayfield, "but that didn't give us much room to work."

Even when space won't accommodate a full-sized pool, you can still offer customers a preview of what you hope to plant in their yards through a variety of clever displays. Continental maintains a display showing a segment of the pool wall and liner for each of its three lines. Each display measures 2 to 3 feet in length and stands full height. Over at Snake River Pool & Spa in Boise, Idaho, the dry display area shows off everything that comes with a pool, including its maintenance kit and the pump/filter system.

Also, when space is tight, use lifestyle images to evoke the pleasures of pool ownership. Manufacturers offer retailers a host of posters and other display items that show people enjoying their products. These images can enliven a store's walls and display areas.

Off the sales floor

Never underestimate the power of a good giveaway. Jim Robinson, store manager of Snake River Pool and Spa, says his shop's offer of a free solar panel has been among its best annual promotions ever. The offer resonates with consumers hounded by media coverage of energy shortages and price increases, says Robinson. It's "a big plus for buying from us over the big discount stores."

Generous financing terms also can convince a reluctant customer. Mayfield says Continental's offer of six-months-same-as-cash "draws a lot of customers." (Arranged through the store, the financing actually is handled by a local bank.)

Finally, some customers can be tempted if a store is willing to be just a bit outlandish. Case in point: Birmingham, Ala., isn't well-known for palm trees, but you'll find a 16-foot one gracing the Allstar lot. Made of fiberglass and sporting brighter than life colors to really catch the eye, the tree is visible from a block away. Carrier says he bought the tree from an exhibitor at a National Spa & Pool Institute show "specifically to call attention to our pool area." He'll even sell you one, although its $2,600 retail price tag hasn't had any takers.

Fiberglass fauna notwithstanding, Carrier believes the best sales tool will always be talking to the customer. "You have to figure out what the drawback is to them buying the pool," he says, and then overcome it.