Following the success of an initial three-month trial at its Elveden Forest site, to gauge whether a range of family fun swim products would appeal to its holiday makers, the trial was extended to all Center Parcs’ other resorts, including Ireland, after only six weeks. The range of swim products was supplied by children’s swim brand Splash About and included inflatables, swim toys, arm bands, floats, and goggles.
The success was not just attributed to the affordable, but quality products supplied, but the clear differentiator was the integrated retail solution and innovative, fresh approach deployed. Splash About is unique in focusing on strategic merchandising, online ordering, and stock guarantees; all designed to optimise retail sales, especially at peak trading periods.
Bespoke marketing and merchandising capitalise on space, creating a ‘retail theatre experience’ for its range of swim products. Attractive, clean, streamlined displays are all designed to withstand the sub-tropical temperatures of retail pool areas and product is strategically displayed to maximise sales. Its unique retail solution incorporates a dedicated account person, bespoke branding to convey the individual ethos and customer demographic of each Holiday Park, to deliver a range of products that truly reflect customer requirements.
Splash About’s integrated retail solution provides bespoke web portals, showing stock levels in real time, that not only accelerate the ordering process but reduce the reliance on manual ordering. Analysis of sales data, automated reorder and pre-agreed product replenish can be enabled with stock level guarantees and next day delivery to optimise sales during critical trading times.
“There is a real opportunity to transform poolside retail outlets in UK leisure parks and Splash About’s unique approach means we input into every concept, design and product stocked so we are confident sales will be maximised,” said Lesley Beach, Operations Director at Splash About.
This approach is working, with Park Dean Resorts commenting that they had seen a ‘huge uplift’ in retail sales since listing Splash About and that it offers ‘eye-catching branding’, ‘product at great price points and orders that arrive on-time to ensure full stock levels at any point in the season’. In just three years of operation and notwithstanding the Covid pandemic, Splash About has contracts with 85% of the major UK holiday parks so even in these challenging economic times, poolside retail in the leisure sector can be effectively maximised.
Tel. 01472 236465