Pool Spa Sauna Showroom (continued from ...)

Display Areas Include Working Pools And Spas

The store's product display areas include a full-size operating inground swimming pool, a working 'Aquatrainer' and at least 12 hot tubs.

The store's product display areas include a full-size, operating inground swimming pool, complete with a spill over into a smaller pool, a working 1.6 m (17 ft.) Hydropool 'Aquatrainer' swim spa, as well as 12 hot tubs (several operating) in a vast array of sizes and options, along with various different styles of gazebos, and an operating sauna. The store also features a large water test lab area.

"Our inground pool display is separated from the other showroom, as this display incorporates a concrete patio around the pool and a house, with a fully-operable kitchen/ family room," states Ross. "Rather than sitting in the cold confines of an office, the house serves as our sales office where we carryon discussions with prospective pool owners around a comfortable kitchen table overlooking the waterfall of the inground pool, or we sit on the patio beside the pool. We can also darken the pool display so that we can demonstrate the beautiful effects created by underwater lighting features.

"Our hot tubs are all set into different displays that duplicate actual settings - on a deck, in a deck, partially in a deck and in a gazebo, while our filled tubs are used for customers who want to try a 'wet test'. To make the wet test as enjoyable as possible, we offer our customers refreshments and robes and allow them to use a spa in an enclosed gazebo for added privacy. The 'Aquatrainer' swim spa is available for wet tests as well."

Orillia facility children's play area.

And, while 'Mom' and 'Dad' are shopping for the family's new swimming pool or spa/hot tub, the new facility also includes a children's play area, consisting of a small pool - without water - where kids can amuse themselves with toys and games.

"We offer juice and snacks to the little ones and we also have a TV with the latest kids' DVD movies playing," says Ross.

Internet Presence Expanded

Around the same time that Pool Spa Sauna Showroom was expanding its physical presence, it was also expanding its Internet presence.

"We have had a Web site for four years now," states Ross. "The way this has grown as a sales and information tool is amazing. I can't imagine our business without it. We have a Web site management company that makes changes and keeps us at the forefront of search engines that people use when looking for pool and hot tub information and suppliers. This has allowed us to complete many sales online."

In addition to the company's Website, they have also had great success with more traditional advertising media such as television, radio, print and direct mail. Ross finds that promoting their business through the radio works especially well in their marketplace, but he also states that location is crucial to the store's success.

"If your store is easy to find and convenient to get to, the store traffic will be there," he states. "The challenge is to retain customers. Direct mail has also worked well for us, but if our stores were not located in high traffic areas, I would question the effectiveness of any advertising, unless it is based solely on price. Pool and spa companies that compete against each other on price are only hurting themselves and the industry as a whole in the long term.

Growth In Spa/Hot Tub Sales

In 2005 Pool Spa Sauna Showroom experienced growth in their spa/hot tub sales as well as in their chemical and accessory areas, says Ross. "Our best selling products are hot tubs and each year this segment has grown significantly," he says. "I believe the popularity of hot tubs is their
affordability and ease of installation. They are a vastly improved product and the therapy values seem to be an important consideration for many of our customers."

During the past season, the company saw their clientele of swimming pool and spa/hot tub owners increase by approximately 1,000. The store's inground pool sales were also on target, but the aboveground segment was not as strong as they had hoped for.

"I think the increased popularity of the inexpensive 'splasher' pools took away a large portion of this market," Ross explains. "But hopefully the thousands of people who purchased these types of pools will now want to take the next step and get something a little more substantial. "However, we were able to supply these customers with their chemical needs and filter cartridges and by supplying these small items, we are expanding our customer base and cultivating a long term pool and spa/hot tub user."

Hard Work & Dedication Pay Off

Ross credits their many business achievements and success to hard work and dedication in conjunction with the ongoing education and training of the store's employees. Over the years, they have developed their own in-store training programs for every area of business from construction to sales. He also credits the store's success to having good suppliers, many of whom also offer training programs.

"Being an Ontario company, we try to focus our purchasing with Ontario manufacturers," says Ross. "Our loyalty to one another has been extremely good for our business, and theirs." Ross also regularly meets with employees to discuss changes within the industry as well as changes within the economy that can affect their business. Through their findings at these meetings, the company develops strategies to cope with any changes as well as to constantly modify the way they do business as a continuing effort to improve and excel while also offering their customers uninterrupted service and support.

"Prompt and efficient service are a must. I know it's a cliché, but having a 'friendly and knowledgeable' staff is important. I think every pool company would agree that one of the biggest challenges is finding great people," he says. "The world is constantly in a state of, flux, as is the consumer. It is up to the pool and spa/hot tub industry to monitor these changes and make the appropriate adjustments to thrive. If businesses fail to recognize that 'change' is inevitable, they won't need to worry about thriving... they will be lucky even to survive.