Bringing water testing to the backyard

by brittney_cutler_2 | April 28, 2022 11:57 am

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Why retailers and service companies should consider poolside assessment programs

By Rachael Pritz

While the pandemic has created challenges for pool and spa professionals, it has also established opportunities to develop new programs and generate additional revenue. One such idea has emerged from several pool retailers who have started to provide professional, on-site water testing services to their customers.

Initially, stores were looking for ways to stay connected to those who normally came in with water samples, then purchased chemicals once their tests were complete. Steve White, owner of Underwater Pool Masters in West Boylston, Mass., was a bit panicked at the beginning of the pandemic. He was worried about lost income from his otherwise profitable in-store water testing service. However, one of White’s friends, a marketing specialist on the West Coast, encouraged him to look at the situation as an opportunity to distinguish his business from others in the marketplace.

“She said, ‘Steve, why don’t you take your expertise directly to the customer—to their doorstep—and give extra personal service and charge a premium?’” says White.

“It turns out, she was right.”

The birth of the ‘Poolside Chemist’ program

Following the friendly encouragement, the Underwater Pool Masters team developed what they now call the ‘Poolside Chemist’ program. It was designed to bring an in-store water testing lab directly to the pool, with all COVID-19 protocols in place for the safety of the service technician and the customer.

“Many people had more time than ever to spend in their pool but had to make sure it stayed clean and clear without exposing themselves to the additional contact risk of shopping for chemicals in a local pool store,” explains White.

For a small fee, a certified pool operator (CPO) could use advanced water testing technology to assess chemical levels in the water and apply necessary treatments in a contactless experience.

“The program featured the use of a mobile water testing system which generates an instant and accurate range of chemical levels, sending results to the customer instantly by email,” says White. “We really couldn’t have made this program a reality without this technology.”

Mobile water testing

Apparently, this idea started to emerge even prior to the pandemic. Dan Lenz of All Seasons Pools and Spas in Orland Park, Ill., also saw a business opportunity for his service department by creating a mobile water testing service.

“We also use mobile spin test equipment, and we realized there would be a real opportunity to get into the backyard to test the pool water and examine the entire pool,” says Lenz. “There are hundreds of folks who come into our store every year with their water for testing, and they usually just test their water; buy their chemicals, a vac, or a brush; and leave the store. We know nothing else about their pool.

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By being at the pool to test the water, our techs look at the entire pool and the pool equipment—for opportunities to upgrade pumps, heaters, and filters, and more importantly, to help a pool owner determine why they might be experiencing a chronic water problem or staining which has more to do with the physical equipment of the pool and can’t be fixed with chemicals.”

As their mobile testing service became a new way to develop leads, Lenz and his team created a detailed checklist for technicians to get a complete profile, including photos of the pool, the pump room, and the backyard surroundings. This profile is then used to sell additional services and products to the customer.

“It’s a bit of an investment to purchase the mobile devices, but the potential revenue from these sales leads will quickly cover the initial cost,” says Lenz. “Not to mention, we also charge a fee for the mobile water testing service.”

Lenz had already started to pioneer this program prior to the pandemic, but quickly found renewed reasons to make it a priority during lockdown situations.

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Underwater Pool Masters is also taking advantage of being in the backyard and being able to thoroughly examine each pool.

“While on the scene, CPOs can conduct a safety check of the pool and advise the customer of any concerns,” explains White. “We’ve also discovered customers like to pick the brain of the CPO, to gain valuable advice related to pool chemistry and maintenance.”

For any larger concerns, Underwater Pool Masters can assess required repairs and arrange a service trip to address the issue.

“In fact, our techs diagnosed multiple leaks which were fixed, replacements of old equipment were initiated, automatic chlorinators were installed, and a handful of other issues and upgrades were addressed,” says White.

Integration with business software

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Both Underwater Pool Masters and All Seasons Pools and Spas are now building valuable databases as a result of their new poolside testing programs. In fact, the author’s company experienced an uptick in new customers wishing to integrate their business management software with similar services. Being able to provide technicians with immediate access to important water testing information—as well as products owned, pool and spa size, stored images and schematics, previous water problems, equipment profiles, personal information, directions, and more—gives pool and spa businesses the tools to create sales opportunities and an overall experience which keeps customers coming back.

The use of mobile apps has also increased, as it is now easier to make safe transactions and stay in touch while maintaining a safe social distance. There are now many apps available through business software packages, or as standalone tools, to ensure companies provide better services to their customers and daily operations are less stressful for employees. Delivering exceptional service can be challenging during the busy season, when insufficient checkout resources at peak times often lead to long lines, frustrated customers, and lost sales. Taking water testing poolside and using mobile apps can help resolve these issues and elevate the customer experience.

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It is important to understand the value of integrating a water testing database into a retailer’s point-of-sale (POS) software. Staff in-store and in the field can improve customer service by being able to view the test results on a computer terminal, tablet, or other mobile device. This is especially valuable to service technicians, who can upload photos, equipment information, and other customer data for future reference, as well as access tools to help diagnose water chemistry issues. They can even send messages directly to clients with recommended products which can be purchased directly through the retailer’s online store.

Mobile service software also allows technicians to provide electronic ‘door hangers’ with before and after pictures showing the work completed. Apps with water testing integration will automatically save results in the software for customer records, where they can even be added to post-visit electronic door hangers. Savvy pool and spa retail and service departments are embracing technology to create new opportunities for business revenue which will last far beyond the pandemic era.

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From challenge to opportunity

Moving the traditional in-store water testing system to a mobile service might have gained traction from the pandemic, but it is also alleviating the typical bottleneck and stress common for pool and spa businesses. By embracing mobile technology, businesses like Underwater Pool Masters and All Seasons Pools and Spas are providing better customer service, distinguishing themselves from their competitors, and saving information in their databases for future sales and revenue opportunities.

“We already have our promotional materials complete and have started mailing postcards to customers who only came in to test water and are not using our pool service,” says Lenz. “We’re already adding new clients to our service department and couldn’t be more pleased.”

White was delighted to find his program was popular among new pool owners, to ensure they maintained proper chemical levels throughout their first year.

“With all the new pools installed this season, our customer base increased dramatically, but this program has already helped us gain customer loyalty among this new group of pool owners—a group we hope will continue to use the ‘Poolside Chemist’,” he says.

In their early adoption, mobile water testing programs have proven to be beneficial for pool and spa retailers and their customers amid the pandemic. These types of services are sure to remain popular moving forward, with or without social distancing guidelines.

Rachael Pritz is the vice-president of RB Retail & Service Solutions. She has been active in the pool industry for more than 20 years, which has provided her with an all-encompassing expertise in the trade. Pritz 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. She can be reached via email at rachael@rbcontrolsystems.com.

Source URL: https://www.poolspamarketing.com/trade/features/bringing-water-testing-to-the-backyard/

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