Business strategies for specialty retailers: How software integration can improve operations and sales

by habiba_abudu | November 19, 2019 8:33 am

By Rachael Pritz

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In today’s competitive marketplace, pool and spa professionals need to make the most of every customer interaction—especially those that take place at the water testing station, as some of the most valuable exchanges take place here. As such, savvy retailers are continuously looking for ways to improve their customer service. One such method involves integrating water testing software with business software, in order to save time at the testing station and the register. Further, this allows staff the opportunity to improve the overall consumer experience, market additional products, generate more sales, and increase profits. In addition, those retailers using an integrated mobile app within the store can provide faster and more efficient service while, at the same time, earn customer loyalty.

Database integration

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Today, many specialty retailers are operating their business with two different databases—one for water testing and another for point-of-sale (POS) software management. However, managing the two systems simultaneously can be very time consuming. That said, it is likely employees are spending too much time doing double the data-entry as opposed to interacting with customers and selling more products. Not only is this a waste of time for the retailer, but also for customers who often have to wait while the staff enters the information into the database for a second time. By integrating these databases, both systems are updated automatically.

In fact, today’s software integrations give staff the ability to import a customer’s water test results directly into their unique profile in the database.

Integrating the two systems not only gives staff more time to share their knowledge of water chemistry, but also gives them the opportunity to learn more about each customer’s unique backyard needs and focus their attention on selling additional products and services to fulfil them.

Sharing chemical knowledge at the water bar

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Many retailers agree a store’s water testing station can be likened to the local pub where clients sit and have a conversation with the bartender—in this case it is the water care specialist. Talking to customers while their water is being tested gives employees ample time to get to know them and get a better understanding of what it is they might need. In addition to being a great opportunity to share expertise with the client, it is also an ideal time to get to know the customer on a more personal level, which helps build customer confidence and loyalty.

Indeed, many specialty retailers who use these software tools agree the time saved by eliminating redundant work helps them sell more products. In fact, specialty retailers can not only increase product sales, but also charge more for the items—even if they are available through other sales channels. Further, having the time to educate customers and discuss adequate water treatment solutions is another way a specialty retailer can establish the business as an expert supplier of pool and spa products. The ability to engage with clients one-on-one is a great way to set the store apart from mass merchandisers and other competitors, too.

Additionally, businesses can take advantage of the printouts from water testing software to help recommend products to customers—which is especially helpful during the busy summer months. In fact, retailers are taking these reports to the next level by also adding the ‘related items’ feature into the program, which prompts staff to check with customers if they wish to purchase other items that correspond with the product. Integrating the two software programs not only helps to streamline the overall process, but also gives retailers the ability to learn more about specific sales trends, which further enables them to manage inventory more efficiently—all of this results in improved customer service.

Mobile apps take customer service to a new level

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With stiff competition from online retailers, brick-and-mortar stores need to focus on improving customer service and the overall shopping experience. Delivering exceptional service can be challenging; insufficient checkout resources at peak times often lead to long lines, frustrated customers, and lost sales. However, a mobile app can help resolve these issues and elevate the
customer experience.

For example, a water testing database that is integrated into POS software can prevent staff from interrupting a lab technician who may be assisting a customer to view the test results from another customer. A live mobile application allows employees to use mobile tablets and smartphones to access the same data anywhere on the retail floor. Being able to help a customer with readily accessible information at any terminal or on any screen in-store improves service and builds an incredible amount of customer loyalty.

Retailers can also provide better and faster service to customers with the ‘line buster’ feature, which allows clients to avoid waiting in queue. Staff can use a tablet, integrated magnetic strip reader, or pocket barcode scanner to complete sales transactions, process credit cards, and e-mail receipts.

Further, staff can work the floor and perform inventory searches and access customer history or profiles instantly. Another popular trend many consumers have grown to expect is mobile shopping, where customers can purchase products on their phones and checkout in-store.

Better reporting, enhanced customer service, and increased profits

The integration of databases gives business owners the ability to view customer or employee reports, which informs them of any earned or lost profits from their water test printout sales. These figures can help businesses take immediate action to remedy the situation and target areas where sales staff need assistance to increase their numbers. Companies will no longer need to struggle with multiple reports from different systems to see what is happening in the business.

Being able to react quickly during the busy summer months is key, especially to ensure one can take control of their business and keep operations headed in the right direction. Specialty retailers using an integrated software system can place recent water testing customers in a POS queue. This not only saves time in the lab, but also at the cash register.

Further, management reports can keep owners connected to their business via smartphone or tablet—anywhere, any time. The software also allows access to charts and figures of booked and delivered sales, deposit totals, and employee work shifts. For these reasons, many managers keep their reports screen open at all times for instant access to daily snapshots of business operations.

Integrating software with success

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The solution is quite simple for any business looking to step up its marketing strategies to enhance sales, lower costs, and ensure customers keep returning to the store. That said, retailers must remember the water testing station is the place to begin—whether it involves interacting with customers, learning about their needs, developing relationships, building customer loyalty, or selling more products and services. For these reasons, many companies may already be using water testing software.

For those business owners who know they are leaving money on the table, integrating their software systems is a good way to stop this from happening by upgrading any redundant systems that are currently being used. For instance, a company that is not using this technology to its fullest potential and is only automating part of its business—along with separate ‘manual’ systems—can be missing out on a lot of up-to-the-minute customer-related data.

In today’s competitive marketplace, retaining customers is an invaluable asset that allows a specialty retailer to thrive. Assessing the true costs of one’s current business software is the best way to determine if it is time to merge the water testing system with the business database.

Today, software solutions can manage all business processes—from sales to purchasing. Therefore, one must look for an option that collects their business data on one system, which can be accessed at any given time and place. That said, when a business owner is looking to purchase new software, one should not be intimidated by its price—especially when it comes to revealing missed revenue opportunities in multiple areas of the business. One must think of ways to increase profits (e.g. could an employee free up 20 hours a week to follow up on sales leads, make additional service calls, or attend to customers in-store during peak season by implementing this technology?).

Specialty retailers can unlock several sales and service opportunities by using this software, which creates a powerful customer database that opens the door for pool and spa retailers to implement profitable marketing strategies.

[7]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. She can be reached via e-mail at rachael@rbcontrolsystems.com.

Source URL: https://www.poolspamarketing.com/trade/features/business-strategies-for-specialty-retailers-how-software-integration-can-improve-operations-and-sales/

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