In 2023, Online Retailers Are LEVELING THE PLAYING FIELD

The retail industry has faced numerous challenges in recent years, and 2023 is no exception. The COVID-19 pandemic has had a significant impact on the industry, with many retailers experiencing closures, reduced foot traffic, and decreased sales.

In addition to these challenges, retailers must also navigate an increasingly competitive landscape. Inflation has certainly made operating a traditional brick-and-mortar store a much more expensive proposition.

To get a better understanding of how online retailers are thriving in a changing economy we spoke with Frank Vitori, owner and co-founder of Aqua Blu Mosaics, a leading eCommerce site in the pool & spa vertical.

“Aqua Blu was actually established back in 2013,” explained Vitori, “we started the company because we saw a giant void in the online world for distribution of swimming pool products. At that time, we actually just started out with the pool mosaics, the dolphins and turtles, the ornamental type stuff. Before we knew it, it started to catch. Over time, we started expanding categories and it quickly became known that glass tile was our core competency.”

Today Aqua Blu Mosaics has become a leading source for many products that pool professionals use on a daily basis. The website has been growing its inventory by rapidly adding new distributors.

The company is also on a mission to win hearts and minds within the industry itself, according to Vitori.

“We’re excited to say that we’ve experienced great growth since 2013,” said Vitori, “we put a lot of blood, sweat, and tears into the company. I’m humbled when I say I feel that in the online world, Aqua Blu Mosaics has positioned itself as the go-to online distributor for all things pertaining to pool tile, accessories, and outdoor living furniture. Fast forward to 2023. I’m proud to say that Aqua Blu is becoming more of a household name. If you want to compare it to National Pool Tile or Noble Tile, Aquabella, or any of those firms I would say that Aqua Blu is right there with these brick-and-mortar distributors.”

Vitori attributes a big reason for growth to its internet and marketing strategy. Aqua Blu Mosaics ranks as one of the top websites in a search query for pool tile. The website dominates for many pool-related keywords on popular products they sell on their website.

“I want to say that glass tile is at least 40% of our sales. We really have become the go-to guys for all of the specialty products. I like to say that we have all the fun stuff. We’re a small group and very boutique in nature but offer unparalleled customer service,” said Vitori.

Victori credits engagement with pool professionals at numerous levels as another factor for growth and has been eager to expand Aqua Blu’s builder network. “We have a wholesale program that’s called our Aqua Pro Trade Network, where we offer extremely competitive rates to our pool builders, contractors, designers, and landscape architects,” explained Vitori.

The strategy is one that retailers like him are using to great success. Ecommerce sites like Aqua Blu Mosaics have been able to thrive in the face of a changing economy in a number of different ways. One key factor is their ability to reach a wider audience than traditional brick-and-mortar retailers. Online stores can sell to customers anywhere in the world, which has helped them to weather economic downturns and shifts in local consumer behavior.

Another advantage for online retailers is their ability to offer a more convenient shopping experience. Customers can shop from the comfort of their own homes, at any time of day, and have their purchases delivered directly to their doorstep. Vitori says offering this type of convenience has helped online retailers like him to attract and retain customers, even during times of economic uncertainty.

Online retailers like Aqua Blu Mosaics have also been able to take advantage of advancements in technology that enable them to spot trends as they occur and increase profitability. One trend Vitori spotted early last year was an increase in the sale of artificial grass which he credits to the ongoing drought in many parts of the country. “It all makes logical sense, right? I mean, a lot of homeowners are trying to mitigate their water expenses. Some people also don’t like lawn maintenance,” said Vitori.