Five must-watch trends for pool and spa businesses in 2021

by jason_cramp | April 9, 2021 8:57 am

By Rachael Pritz

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The business surge in 2020 due to COVID-19 caught most pool and spa service businesses by surprise, especially given the industry was forced to operate much differently than in the past. Despite the challenges, savvy pool and hot tub professionals are embracing the opportunity to improve their business practices and ramp up over the winter for an even better 2021 season.

During the process of creating business plans for the season to come, many pool and hot tub industry experts shared their insight on new trends that are emerging and why they should be harnessed to take one’s business to the next level this year.

Trend one: Training

There is a need for pool and hot tub service business owners to provide more frequent, diversified, and virtual training programs.

Julie Kazdin of Kazdin Pool Service says training has always been central to ensuring the exceptionally high level of service her company provides to its customers.

“In the past, all employees came together in a room for training,” says Kazdin. “But with the pandemic, this has changed and, in fact, has highlighted the point so much more training can be accomplished by doing virtual, online training.”

Luckily, there are ample training tools available. Many manufacturers offer quality webinars, tutorials, videos, and even live instruction businesses can use to train, retrain, and cross-train existing and new employees.

Kazdin’s company has developed an in-house training platform, as they offer specific, proprietary training for employees, including videos and quizzes, which they are now doing online.

Dan Lenz, manager at All Seasons Pools, says he will be adding new ‘communication and writing’ training for his employees this year.

“With our staff spending much of their time communicating with clients by email and text, being able to clearly and precisely communicate in writing is very important.”

As businesses allow their employees to remain at home, they are ramping up their business software systems so many of the functions and information that could only be accessed within one building can now be accessed anywhere.

One of the best features available in some pool and hot tub software systems is what is known as the ‘practice company.’ This is also a valuable training resource as it allows businesses to simulate all the functionality of its store operations, without touching the actual system. The ‘virtual’ company allows new hires to run sales, process refunds, look up inventory—everything employees will be doing during the height of the season. And, once again, when these systems can be accessed from any computer, employees can practice and train from home, which helps to ensure they remain safe and healthy.

Additionally, businesses should look for local certified pool operator (CPO) classes—like water chemistry or hydraulics—that can be taken online (or in-person, when available), and be sure to register employees, pay for courses, and make adjustments in their scheduling so they can successfully complete the classes.

Many vendor partners also offer free courses designed for busy pool and hot tub professionals. These typically comprise webinar resources, online courses, and even local representatives who can come to one’s business location and provide on-site training. Even pool and hot tub software providers offer one-on-one training to help employees stay current on the latest updates to maximize the utility of the software, streamline businesses operations and, ultimately, reduce the hours it takes to get jobs done.

Trend two: Communication

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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.

Trend four: Marketing

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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

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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.

[5]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[6].

Source URL: https://www.poolspamarketing.com/trade/features/five-must-watch-trends-pool-hot-tub-business-2021/

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