Sometimes, you find what you are looking for almost by accident.
What Larry and Erma Pettis were looking for was a way to supplement their teacher’s salaries during the summer. What they found, in the business classifieds, was an ad for a Fox Inground Pool dealership.
Never mind that they knew next to nothing about pools. Never mind that they were in rural Hilton, New York. And never mind that in the summer of 1962, inground swimming pools were reserved for the rich and famous.
The couple decided they would jump in with both feet.
And they found out that the water was fine. Today, after more than 60 years, two locations, more than 70 employees and thousands of pool installations and patio pieces sold and friendships made, Pettis Pools is poised to embark on a new spring and summer season.
Top priorities today
Jim Ornce, general manager of the East Rochester store, says that the biggest need he can see within the patio furniture category for this season will be lead times.
“The Covid pandemic pushed lead times from four to six weeks to 10-14 months in some cases,” he says. “It took several years for lead times to normalize. The custom-order patio furniture component of our business nearly dried up. The ability to custom design and order furniture for our customers is one of the biggest differentiators between a professional patio furniture retailer and the big-box companies.”
The need is especially crucial in the Northeast, because of its short summer season.
“If special-order lead times are too long, we miss our opportunity to capture custom orders,” says Ornce. “It’s difficult to convince a customer to order patio furniture in June and wait until November for it to arrive. Summer is gone, and winter is coming soon. Getting furniture orders in quickly helps reduce inventory, a big concern for seasonal businesses like ours.”
He says that his biggest challenges are competition from the big boxes, online sellers and lower consumer buying power because of inflation. To counter that, he says he has increased marketing dollars and focused more heavily on promoting patio furniture through social media marketing and radio.
“We’ve also increased our cross-product promotions,” says Ornce. “We now include patio furniture coupons with the sale of other product lines such as swimming pools, hot tubs, saunas, etc. The goal is to have our customers return and complete their outdoor living space with all our product lines, especially patio furniture. We have carefully selected lower-priced patio furniture sets to meet the budgets of a wider customer base while still maintaining the quality we’re known for. “
Being prepared is key
He adds that Pettis Pools is prepared for economic uncertainty.
“We start each season cautiously optimistic but are preparing for a slowdown,” says Ornce. “We prefer to sell products made in the U.S., but there are cases where certain types of patio furniture are only available from overseas factories. If the furniture is not made in the U.S., we partner with American manufacturers in overseas factories. They offer better quality control than wholly owned and manufactured furniture companies. Purchasing products made overseas is concerning if tariffs are put in place, but fortunately, most overseas furniture is already in stock. We’ve reduced how much we ordered for the upcoming season. We are increasing marketing as well as in-store promotions.”
Beyond using manufacturers with American ties, Ornce says that Pettis Pools is particular about how long a manufacturer has been in business, how durable the materials used are, warranty protection and an attentive manufacturer’s representative
To set themselves apart, the business believes strongly in customer service.
“We have offered the best customer experience for over 62 years and have garnered a very positive reputation,” says Ornce. “We are grateful to have been voted by Rochester area customers “Rochester’s No. 1 Pool & Spa Store” for 20 years straight. Our buyers are true industry experts and work diligently with our manufacturers to offer an outstanding diversity of styles and prices. We have a well-trained sales staff, and many have been with Pettis for 20-plus years. They develop relationships with their customers, who return whenever they need patio furniture.
“We are fortunate that our customers refer Pettis Pools to their friends and family. Beyond our sales staff, we have dedicated support staff. We have a skilled furniture builder who takes pride in his work and ensures each piece of furniture is in perfect condition before delivery. We have an excellent delivery team, which is important since they are the last employees to interact with our company. We also offer furniture repairs and replacement parts.”
Dealing with competitors
Ornce says he views full-line furniture stores coming into the patio retail business as both good and bad.
“Competition helps keep you sharp and creative,” he says. “We mostly have a neutral view of the full-time furniture stores. The biggest challenge they present is their willingness to sell patio furniture at a near loss of profit at the end of their season, which is typically midsummer. We display patio furniture year-round, which allows us time to educate shoppers on the difference in the quality of our furniture and what is sold at most full-line furniture stores in our area.”
Ornce says that competing with online means that brick-and-mortar retailers need to concentrate on what they do best.
“It is difficult to compete price-wise with online retailers, but we differentiate ourselves from online retailers in the same way we do with our local competitors — by providing excellent customer service and by offering a better value for our customers,” he says. “People still like working with people and companies they know and trust — peace of mind is important when investing your hard-earned money in your home.”
Any advice for struggling casual retailers?
“There is a long list of things you cannot control in life or business, so work on those things you can control,” says Ornce. “Your attitude is completely under your control. It can be difficult to be upbeat and enthusiastic when things are slow, but this is when you must be the most. Be proud of your company and your furniture offerings. Be excited to interact with your customers and about your products. Your enthusiasm is contagious, and your customers will be equally excited to purchase from you. Do your homework. Study your competitors and find your niche. Be true to who you are as a company and community member. Being an active community member will give you insight into your customer base and help you gain more exposure and customers. Be creative and never stop looking for opportunities.”
