Must-watch pool and spa business trends

by arslan_ahmed | April 10, 2023 6:00 am

[1]By Rachael Pritz

Rising inflation is pushing up the prices of necessities such as groceries and clothing. This might start impacting “luxury” purchases of pools, spas, and outdoor living products. To help ensure their companies and stores maximize their profits and make data-driven decisions, this is the year savvy pool and spa professionals are embracing technology and various business software solutions to improve their business practices and combat possible uncertainty next season. Here are a few of the latest trends emerging in the industry.

Number one: E-commerce for all

Today, every brick-and-mortar store should have an online presence—it is expected. Luckily, there are integrated pool and spa business software packages that make it easy to set up an online store. The e-commerce site should be ready to receive customers and their businesses. Retailers have discovered the importance of re-training customers to use online shopping for pool and spa supplies. It is good for the customer, and it is good for the business. If one’s business is not online, it is time to start dedicating resources to the enhancement of an online store.

Remember, when clients go to a business’s online store, they should be able to order, pay, and arrange for delivery or pickup of their products and more. Pool and spa shop owners should be sure the business software supports the company’s online store and has pool industry integrations, so inventory and delivery dates are accurate. To further eliminate mistakes and ensure the correct end-of-day tally, a business should also be able to easily process credit cards on their e-commerce site directly through their business software system. Additionally, they should make online sales seamless by using an online bill pay system which creates a reliable billing process to make it easier and more convenient for customers to pay bills.

Number two: Go mobile or bust

The use of mobile applications has exploded, to the point where one cannot live without using the applications on their phone daily. Observing modern-day habits, a business should be capitalizing on the power of applications to alleviate the stress of labour shortages while improving their customers’ experiences with the company. Businesses should use mobile applications to make transactions and to stay in communication with their customers. Many applications are available through business software packages or as stand-alone tools.

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Mobile applications integrated into the point-of-sale (POS) software can prevent staff from interrupting a lab technician, who may be assisting a customer, to view the test results from another customer. Having a live mobile application allows employees to use mobile tablets and smartphones to access the same data anywhere on the retail floor. Retail staff can also use a tablet, an integrated magnetic stripe-reader, or a pocket barcode scanner to complete sales transactions, process credit cards, and email receipts to keep clients from waiting in line.

Service technicians are also using these applications in the field to upload photos, equipment information, and other customer data for future reference, and integrating tools to help diagnose water chemistry issues. They even allow technicians to send messages directly to clients with recommended product purchases that can be made directly through the online store.

Pre-programmed upsell features

Planning for another busy season includes pre-programming features into the business’s point-of-sale (POS) software, which can help ensure every sale yields the highest profit possible. Therefore, it can be beneficial for one’s POS system to have the capability to be pre-programmed with questions for busy staff to ask customers, to avoid missing the opportunity to upsell during checkout. One of the most valuable features business software can offer is the ability to pre-program “related items” into the POS system. For example, when a staff member is selling spas, the POS system can provide a “related item” sales suggestion, which pops up to increase sales at the counter or on the show floor when using a mobile device. For instance, when selling a spa cover, a vinyl cleaner for the cover or a battery-powered, hand-held cleaner should be offered to the client. Another valuable upsell feature provides a general information pop-up window. This is an alert to remind sales staff to inform the customer about important information on the item they purchased or to simply remind staff of a task they need to complete at the time of the sale. For example, when selling a bag of shock, it can remind staff to instruct the customer on how it should be administered. One of the often overlooked upsell features is integrated chemical maintenance. Chemical maintenance is a huge profit centre for all pool and spa businesses, so this feature can be invaluable. It includes calendars, chemical troubleshooting forms, and tip sheets where products are highlighted, so staff members do not forget which items to promote. New sales staff will be well-equipped and look like experts when they provide handouts and emails to customers. This can help eliminate phone calls from customers who have questions later that can tie up service staff. Further, any email promotion sent to customers should include links to specific pages on the company’s online store where customers can make easy, one-click purchases

Number three: “Let’s chat” function

With the rise of remote work and the ability to stay in close communication digitally, pool and spa service businesses reported they expanded their staff talent pool, as well as their customer reach, using all kinds of new chatting tools.

Using internal chat systems and integrated business software allows remote service technicians to access the data they need, without having to physically go to a building for information.

Many retailers have also added a “chat” function to their websites and divide up the shifts among all employees, so they can be available for clients 16 hours a day, seven days a week. Managing the chat function can now easily be done from home and creates stronger relationships with existing and new customers.

Built-in loyalty rewards

Having the right business software can also assist those retailers looking to start a customer loyalty rewards program without becoming overwhelmed by having to manage all the details involved. These programs encourage customers to continue to shop at or use the services of a business associated with the program. Therefore, by choosing a point-of-sale (POS) system that can run a loyalty rewards program, every sale offers the opportunity for customers to join. Further, pool and spa businesses can run reports and market to those who have enrolled in the program. Gone are the days of punch cards. Today’s consumers want something that is easy and is connected to their mobile phones. With a built-in loyalty program, retailers can begin by giving a big “starting bonus” to everyone that made a purchase over a certain dollar figure the previous summer. When starting a loyalty rewards program, having the right business software is important, as the system can automatically assign customer loyalty cards to easily track and build the purchase history of customers. In fact, the loyalty card information can then be used to build additional lists for product, service, and installation promotions. A loyalty rewards program can be the perfect way to effectively retain customers who are continuously being lured by big-box competitors. Pool and spa businesses can even incorporate personalized maintenance calendars and chemical tip sheets to help increase customer loyalty. These types of handouts can help keep customers coming back

Number four: Integration makes it easy

Incorporating pool industry software which integrates systems within a business, as well as with vendors and partners, is key to running a company more efficiently. Store owners should be sure to look for a software with the following industry-specific integrations:

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Water testing station integration

Connects the business software with the industry water testing software for fast purchasing recommendations in-person and online.

Pool industry vendor integration

Eliminates duplicate purchase orders and input of inventory. Pool industry software directly integrates with pool and spa vendors and distributors with pre-programmed stock-keeping units (SKUs). It saves time with automatic pricing and inventory imports/updates.

Time to get “tech-y”

The aquatics industry is clearly embracing technology to thrive, despite labour shortages and uncertain economic times. It is now time for shop owners and managers to adapt this new technology to serve an already-existing customer base, as well as the many new, younger generations entering the market as first-time pool and spa owners.

Businesses should use mobile applications to make transactions and to stay in communication with their customers. Many applications are available through business software packages or as stand-alone tools.

Service technicians are also using mobile applications in the field to upload photos, equipment information, and other customer data for future reference, and integrating tools to help diagnose water chemistry issues. They even allow technicians to send messages directly to clients with recommended product purchases that can be made directly through the online store.

Author

Rachael Pritz has been active in the pool industry for more than 20 years, which has provided her with an all-encompassing expertise in the trade. She worked at a local pool store while pursuing a master’s degree at the University of Pittsburgh, Pa. With her technical skills and industry knowledge, she joined the launch of RB Retail & Service Solutions in Pittsburgh in 2003. For more information, visit rbretailandservicesolutions.com/pool-and-spa.

Source URL: https://www.poolspamarketing.com/business/must-watch-pool-and-spa-business-trends/

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