2019 AQUA 100 Winner: Burton Pools & Spas

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Aq100 419 Burton Store Design2 Sm

"Giving the customer a unique and memorable experience is our goal, and our stores help set the stage for us to do that."

—Caleb Burton
Director of Sales and Marketing, Burton Pools & Spas


Burton Pools & Spas can do it all. The company may be on the AQUA 100 list for retail excellence, but it is also a multi-award winning building firm with a full-blown service arm. Over the course of its 40 year history, the Burton team has tackled the gamut of the pool and spa industry, capably producing everything from aboveground and fiberglass pools to high-end gunite projects and waterparks.

Offering such a comprehensive menu of products and services isn't easy, and doing a great job of it is even harder. But Burton Pools makes it look easy with its thoughtful approach to the customer experience in all facets of its business.

For example, Burton excels at first impressions. Customers walk in to find 14 to 17 hot tubs on display — nearly the entire line of hot tubs Hot Springs has to offer. And outside, guests can tour an exciting display of inground and aboveground models — as many as eight or nine total per store.

Physical stores are important, but the Burton team also realizes how important digital marketing is when winning new customers and sustaining relationships with existing ones. To that end, Burton has partnered a few outside firms to sharpen their web presence. There's Podium, a software platform that allows customers to instant message the company from the website. GuildQuality surveys customer satisfaction, enabling the company to quickly address complaints and issues before losing a customer. And finally the company hired Small Screen Producer to help monitor comments and online reviews.

"We will continue to focus on our digital footprint, and do our best to stay toward the front of the ever-changing environment," Burton says.

Finally, giving back is an important part of Burton Pools' DNA, both near and far.

"We've been to Eastern Africa several times and have seen the need for accessing safe water," says Caleb Burton, second generation owner. "This has led us to partner with Hydrating Humanity. Since APRIL 2017, we have given a portion of every hot tub, aboveground and inground pool purchase to fund water wells."

Their fundraising efforts have led to the construction of 10 water wells so far — and Burton plans to continue the relationship to see how far they can go.

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