Trend two: Communication
The pandemic has underscored the importance of paperless communication not only with customers, but also with employees.
“We immediately pivoted to virtual job boards and started using a chat system to stay in touch with one another,” says Kazdin. “It worked out much better than I expected.”
In fact, with the rise of remote work and the ability to stay in close communication digitally, pool and hot tub service businesses have reported this has not only expanded their talent pool, but also expanded their reach.
“We are now serving a much larger market because we realized we no longer need to bring everyone together physically,” she says. “Using technology and doing things differently is actually making us perform better.”
Using internal chat systems and integrated business software allows remote service techs to login to the platform and get the information they need, without having to physically go to a building and retrieve it. Re-stocking trucks can also be done at the closest supply house. So, in fact, service companies can now expand their reach by making each service truck an independent mobile business.
Retailers are also reporting they are in better communication with customers now than they were prior to the pandemic.
“Customers are calling us all the time,” says Kathi Belcourt, manager at Aqua-Tech Pool, Spa and Bath. “I’m constantly on Facetime, showing customers how to diagnose and fix issues on their pool or hot tub, or even just to help them determine what product they should purchase.”
Many retailers have decided to add a ‘chat’ function to their website and divide the shifts among all employees, so they can be available to clients 16 hours a day, seven days a week.
“It’s become so much easier to manage the chat function as we can do it from home so easily, and we are developing much stronger relationships with our clients and bringing in so many new customers,” says Belcourt.
Trend three: E-commerce
E-commerce was already on the rise, but this past season made it apparent online sales will continue to grow and, as a result, will help pool and hot tub service businesses continue to expand their sales and profits. In fact, Belcourt says their company is putting a huge emphasis on its online store this year.
“We were already going in the direction of trying to sell more through our online store, but last year helped us realize we need to do more to really get customers re-trained to use online shopping with our company,” she says. “We’re also finding more pool and hot tub professionals are dedicating resources to the enhancement of their online store.
“We are also adding Shopify to our online store so we can do a better job of marketing to customers,” says Belcourt.
Improving one’s e-commerce store and digital marketing efforts will allow a business to provide customized offers to clients, knowing who bought what and when. This type of information will be extremely helpful this coming season, when there may be some supply shortages. Having a robust, integrated business software that integrates with a powerful online store, gives pool and hot tub professionals the ability to plan better and smooth out supply issues.
“This season we will operate much more proactively—rather than how reactively we operated last season,” says Belcourt. “Our goal is to be prepared, reduce stress, and sell more.”
Another important component to a businesses’ e-commerce strategy is the ability for customers to be able to order, pay, and arrange for delivery or pickup of their chemicals/products when they are visiting the online store.
Further, it is important the pool/hot tub service software supports the businesses’ online store and has pool/hot tub industry integrations, so inventory and delivery dates are accurate. Credit cards should also be able to be easily processed on the e-commerce site, directly through the business software system, to eliminate mistakes and ensure correct end-of-day tally.
Additionally, business owners can make online sales seamless by using an online payment system that creates a reliable billing process to make it easier and more convenient for customers. Pool and hot tub service companies are investing in online bill pay systems, allowing them to send invoices via email and eliminating the costs for envelopes, stamps, labels, paper, or printer ink. It can also save on labour by eliminating the time it takes for billing and collecting payments.
As retailers retool their e-commerce sites, many find they are using their brick-and-mortar stores as fulfillment centres and mini warehouses.
“We have a huge parking lot and a space behind our store where we have containers filled with products,” says Lenz. “We are planning to stock even more this year. We might even stack our containers to fulfil orders.”
The shift is redefining how stores are used, and there may be an increased need for staff to fulfil online orders and to prepare items for curbside and in-store pickup this season.
