Customize with combination solutions
Offering a customized pool cleaning solution does not end with the sale of a pool cleaner. Retailers should consider complementing the sale of these devices with a specialized offer (e.g. the inclusion of a certain number of repairs), as any differentiation from mass merchant offerings deviates from competing on price alone.
Retailers should also be prepared to offer additional specialized options as a way to further standout from the competition and offer customers a fully customized cleaning package.
In-store repair
In-store service and repair is growing in popularity among specialty retailers. Authorized warranty repair is preferred by many consumers instead of having to ‘send out’ their cleaner, which interrupts the functionality of their pool. Also, bringing a customer into the store on a regular basis increases the chance of an additional sale, both for spontaneous and big-ticket items.
“Our store is happy to order parts for any cleaners, even those purchased at big-box stores,” says Belcourt. “By offering in-store repair of pool cleaners, our shoppers become very loyal customers.”
Landi agrees and says in-store repairs are an important aspect of selling a cleaner.
“We warranty and repair all cleaners we sell,” he says. “Offering in-store repair is a service that distinguishes us from big-box and Internet retailers.”
Valet services
Similar to options provided by automobile retailers, the sale of a pool cleaner could easily include providing customers with a loaner device should the installation require service or repair.
Likewise, valet service can also be viable. This might include going to the customer’s home, removing the malfunctioning unit from their backyard, and replacing it with a loaner cleaner. This service keeps the pool running without interruption and helps in further building customer loyalty.
“We offer free set-up of all our robotic cleaners,” says Belcourt. “We deliver the unit, put it in the pool, and get it started—all for no additional charge.”
Complementary treatments
Providing frequent opportunities to interact with a client allows a retailer to find additional ways to ensure a customer stays ‘in love’ with their pool. Companies should be prepared for any add-on services by regularly suggesting ‘easy upgrade’ options for clients (i.e. e-mail broadcasts, flyers, coupons, promotions, etc.).
For example, perhaps a client was unaware of the availability of a new water treatment chemical sold in-store. Retailers can close this communication gap by offering a regular service contract where they treat the customer’s pool with a specialty chemical treatment (e.g. algae prevention and removal) and simultaneously perform a routine service or tune-up on their pool cleaner.
Automation
Automatic chemical feeders can be used for a variety of cleaning applications to keep water consistent and clear. After all, enzymes dosed throughout the course of the day are akin to cleaning up in the middle of a party.
If a company offers automation systems that can be linked to a smartphone app, all employees must be trained on how to install the technology on a client’s phone, and also take the time to teach the customer how to use it. This type of ‘hand-holding’ is an invaluable way a company can set itself apart from big-box retail competition.
“I would say 75 per cent of our customers actually ‘name’ their robotic cleaners,” says Belcourt. “Robotic cleaners become members of the family—the clients love them that much.”
Conclusion
Differentiation through customization of a pool cleaning system allows specialty retailers to charge a premium and enjoy higher profits.
When working with an existing pool, a retailer should take the time to learn about a client’s previous experience and ask what they liked and disliked about it. This is a solid starting point for tailoring a cleaning solution specific to a customer’s needs, whether these needs involve an automatic cleaner or water treatment solution to keep their pool water looking beautiful year-round. Taking the time to guide a customer through the available options is another way in which companies can set a store apart as an expert and knowledgeable pool supplier.
Jamie Novak is a brand manager at NC Brands, parent company of Natural Chemistry, SeaKlear, and Coral Seas specialty chemical products. She has more than 13 years of pool industry experience and previously worked as a robotic pool cleaner specialist. Novak can be reached via e-mail at jamie@ncbrands.com.
