Trend four: Marketing
To help direct prospects and sales to their online stores, pool and hot tub professionals are planning proactive marketing campaigns, with email marketing and old-fashioned direct mail. This is a great time to test email marketing and start planning a calendar of ‘cyber sales’ for products previously sold only on the showroom floor.
Direct mail also seems to be making a comeback. As people are spending more time at home, they are paying closer attention to the offers appearing in their mailbox.
“In our town, we rarely had clients from across the rivers, because folks just don’t like to cross the river, even though they are only a few kilometres from our store,” says Belcourt. “So, this year we are actively targeting those areas to increase our sales reach.”
Aqua-Tech has planned direct mail pieces, explaining they are happy to deliver to pool and hot tub owners, so the customer does not have to physically come to the store.
“I’m hoping to create an ‘Uber Eats’ like model for pool chemicals this summer—I’m already contracting with new partners to make delivery easier—so people can order shock like they order a burger.”
Trend five: Using apps
The use of mobile apps has exploded for every business because of the pandemic, as apps have made it easier than ever—for both consumers and retailers—not only to make transactions, but also to simply stay in touch. There are now many mobile apps available through business software packages, or as standalone tools, that will ensure one’s company provides better service to customers and makes daily operations 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. However, a mobile app can help resolve these issues and elevate the customer experience.
For example, a water-testing database that is integrated into point-of-sale (POS) software can prevent staff from interrupting a lab technician, in the middle of assisting a client, to view test results for another customer.
A live mobile app 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.
This also applies to service technicians in the field, where apps allow them to upload photos, equipment information, and other customer data for future reference, as well as tools to help diagnose water chemistry issues. They even allow techs to send messages directly to clients with recommended product purchases that can be made directly through the company’s online retail store.
Retailers can also provide better and faster service to customers with the ‘line buster’ feature, which allows clients to avoid waiting in line. Staff can use a tablet, an integrated magnetic stripe-reader, or a pocket barcode scanner to complete sales transactions, and process credit cards and email receipts. Further, employees 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, which allows customers to purchase products via their mobile phone and check out in-store.
Embracing new ways
The trends emerging from the industry clearly show pool and hot tub professionals are embracing technology to thrive in a marketplace where there is an even greater demand for products and services that enhance the backyard.
Younger generations who are comfortable with digital technology are entering the market as first-time pool and hot tub owners will lead the way, as they are already comfortable with digital technology.
Rachael Pritz is executive director 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.
