Harnessing the power of e-commerce in the off-season

by arslan_ahmed | November 3, 2022 6:00 am

By Rachael Pritz

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As the number of customers coming through the door starts to slowdown and the phones are no longer ringing-off-the-hook, it is time for pool and spa businesses to regroup and make the most of the slower winter months. Now is the time for industry professionals to figure out ways to boost pool product sales or consider adding new product lines to promote sales during the winter months. By using strategic marketing, performing a detailed inventory analysis, and by maximizing the potential of e-commerce, business owners will be able to increase their pool and spa product sales, and select new product lines to feature at their locations.

Winter marketing

To help direct prospects and sales to the business’s online stores, pool and spa professionals need to plan and execute proactive marketing campaigns, through both direct email marketing and old-fashioned direct mail. The winter months are a great time to test email marketing and start planning a calendar of “cyber-sales” for products previously sold only on the showroom floor. In fact, the winter is also an ideal time for a business to consider promoting merchandise or a product line it has not offered in the past.

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Direct mail also seems to be making a comeback. Since people are spending more time at home given recent events, they have been paying closer attention to the offers that arrive in their mailbox. During the surge in demand over the past few years, many retailers are having more success attracting new clients—especially those further away geographically—by using printed-mail campaigns and directing them to an e-commerce site for shipment or delivery.

Therefore, the winter is an excellent time to reach out to consumers who might not typically visit the store—not only to sell them pool and spa products, but also to offer them seasonal services such as pool closing, safety covers, and equipment upgrades. A store can expand its sales reach and, therefore, boost product sales by actively targeting areas farther from its location.

Business owners should also consider offering a product delivery service so customers know they do not have to come all the way to the store to pick up their order. Using marketing to expand this geographic reach is a great way to increase pool and spa product sales and related services during the winter months.

Winter inventory analysis

Inventory analysis always ranks as one of the most important areas for pool and spa businesses to address during the off season. Wintertime is the perfect juncture to establish a schedule of routine counts by product line, aisle/bin, or vendor. This will also give stores an opportunity to create a winter promotion for a product to increase their pool and spa product sales during an otherwise slow season. Rather than put off the dreaded end-of-the-year inventory count, stores can start now, and—while they are at it—increase sales.

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It is also a good time to review changes in inventory levels and profitability of different products. Doing so allows stores to determine if they should stop selling low-profit items and focus more energy on selling higher profit products, or even add new product lines. A company might be known as a retailer of above-ground pools, spas, and chemicals, but there is no reason they cannot consider offering patio and deck furniture, barbecues, fireplaces, and/or gas stove inserts and installations. Businesses should review the reporting options available within their inventory software and look for trends to indicate possible new products which line up with their current offering or could “smooth out” the seasonal sales chart.

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Using e-commerce

E-commerce was already on the rise, but this past season demonstrated how online sales will continue to grow and, in fact, will help pool and spa service professionals continue to increase their sales and profits. This can be particularly beneficial in the off season, so long as businesses optimize their online store. Clients should be able to order, pay, and arrange for delivery or pick-up of their chemicals and other products from an online store.

Any e-commerce site should also be able to easily process credit cards directly through a business software system to eliminate mistakes and ensure the correct end-of-day tally. Astute pool and spa businesses will invest in their e-commerce and payment systems so they can quickly add products and services to their e-store and start generating new winter sales immediately. This could also include down payments for products and services which might not start or be delivered until next spring.

The goal is to really re-train a store’s customers to use its online shopping option as much as possible. Retailers can really take advantage of this by reminding customers how they will not need to bundle up and drive to the store to pick up spa chemicals, for example, when they can order for home delivery instead.

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Additionally, consumers are becoming much more comfortable with “auto-ship” options for basics they use regularly around their home. This option allows users to set up repeating, automatic purchases for supplies they use up at regular intervals. Therefore, e-commerce sites should also make it easy for customers to choose this “auto-ship” option for all regular water treatment products and other essentials to ensure they never run out of what they need to keep their pool operating smoothly. Not only does this guarantee a regular revenue stream for a store, but it also assists with its business purchasing, inventory and, most of all, helps promote customer loyalty and satisfaction. If a retailer’s e-commerce system offers an “auto-ship” feature, they should include a small break on the price for those who select this option to incentivize clients to select it.

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There are many simple ways for businesses to promote their online presence, doing everything from printing their website on all receipts, sending emails and direct mail to even running Google Ads. However, before doing too much promotion of an e-store, a company needs to be sure they have an e-commerce site ready to receive customers. This means having a “shopping cart” software feature specifically for pool and spa businesses. This software feature should provide a fully equipped shopping experience, including an easy checkout with curbside pickup or delivery options. It is an excellent way to make managing sales easier and for pool and spa businesses to keep thriving during this unprecedented demand for all things pool, spa, and outdoor living.

By taking the time to improve the business’s e-commerce store and digital marketing efforts, it also gives retailers the opportunity to provide customized offers to clients by knowing who bought what and when. This type of information is extremely helpful when trying to increase sales this winter, as well as into next season. A powerful, integrated e-commerce site can also potentially help to alleviate supply chain issues that will likely continue to occur over the coming year. As these systems will provide insight as to which products to buy early and to have in stock.

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The “off season” is the ideal time for pool and spa retail store owners to get better at using the power of their business software, become nimbler with their e-commerce site, and do an in-depth analysis of their inventory. Pool and spa retailers only have a few precious months during the winter to get creative with marketing, consider adding new products and services, and make the most of their e-commerce site. Preparing now will not only help business owners increase sales this winter, but also next season, too.

Author

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 email at rachael@rbcontrolsystems.com.

Source URL: https://www.poolspamarketing.com/trade/features/harnessing-the-power-of-e-commerce-in-the-off-season/

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