Selling Against Other Markets: Lifestyle Over Recreation
“Discretionary spending has increased over the past few years as the US economy recovers. This is good news for hot tub retailers, who saw sales growth across the industry in 2016. However, this also spells increased competition between other discretionary markets, including RVs, boats, and travel. How can spa retailers sell their products against such wildly diverse competition? The key is to stop selling products and to start promoting lifestyle.
Lifestyle branding is not new, but has resurged in recent years. Instead of espousing the features and functionality of your merchandise, paint a picture with it. Show your customers how a new spa plays a formative role in the lifestyle identity, both as a representation of who they are and the choices they make.”