The technology behind robotic pool cleaners is driving the market

by jason_cramp | March 1, 2021 1:34 pm

By John Rotundo

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With so many pools being installed during this very difficult time due to the pandemic, robotic cleaners have increased in demand as retailers strive to ensure new pool owners are happy with their recent backyard investment.

Many retailers will agree the various automation and technological upgrades in today’s robotic cleaners, have made these products more appealing to homeowners who are looking for a complete, automated cleaning solution. The most successful retailers focus on selling robotic cleaners as a technological tool that provides the latest and greatest automation and the best and easiest solution for pool maintenance. Retailers who place emphasis on the new features of today’s robotic cleaners will set themselves apart from online sellers to avoid competing on price alone. Ultimately, the goal is to build long-term customer loyalty—especially when it comes to customers who are looking for a reputable retailer selling these technologically advanced products.

By selling the right pool cleaner to customers, it will keep them loving their pool for years. A pool professional’s job is to set up their customers with everything they need for success. Robotic cleaners are a key component to ensuring this happens. Therefore, savvy retailers need to start the conversation with their clients about pool maintenance quickly and explain how a robotic cleaner can increase the enjoyment of pool ownership.

Today, many consumers are looking for technological solutions throughout their home and, fortunately, the latest robotic cleaners provide another solution that fits into one’s idea of a completely automated home and pool.

Capitalize on the latest and greatest technology

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Many customers want the latest technology when they consider any purchase for their home and/or backyard, and price often never factors into the sale. Retailers sometimes forget their customer might have just spent $1000 on a new smartphone even though there was nothing wrong with the one they had. Customers assume the latest and greatest equipment will ensure they do not miss out on any of the need- and nice-to-have technologies. Retailers who capitalize on this line of thinking will find it easy to sell robotic pool cleaners.

Further, when selling these products, it is important to remember the technology of a robotic cleaner is attractive to those who want complete automation of their pool.

“We have two automatic pool cleaner displays in our store with video on rotation showing exactly how the cleaner works,” said Kathi Belcourt, manager at Aqua-Tech Pools in Winnipeg. “Consumers are amazed by what they see. This display and video gets customers to purchase these products so often that we keep units stacked in boxes ready for cash-and-carry opportunities.”

Many retailers also report once a customer hears they can operate/control a robotic cleaner via their smartphone, they are able to close the sale quickly as more and more homeowners want to take advantage of the latest conveniences these products have to offer.

“The attraction to new technology has become so important for consumers that the price of the cleaner often doesn’t even come up in the conversion,” says Belcourt.

Other retailers find promoting a robotic cleaner as ‘the best’ is appealing to those customers who only want top-rated products—whether it be the best car, the best grill or, in this case, the best robotic pool cleaner. Many customers will buy the ‘best’ pool cleaner just because it is referred to it as such. A confident statement like this may be all that is required to persuade the client into making the purchase.

As more people spend time at home, many of them are investing in and upgrading their backyard. Customers who are committed to investing in their pool want to add all the latest features to get the most benefits as possible. That said, robotic cleaners are the optimal choice for these types of customers. Cost may be a deterrent for some but, often, it is neither the primary nor deciding factor in the purchase.

Let technology build customer loyalty

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To have successful sales, retailers know they need to make sure the customer finds their pool easy to maintain, without any stress or hassles. When it comes to robotic cleaners, the technology built into these products is designed to make things easier for the homeowner—not just in terms of ease of use, but also pool maintenance.

“As a company, we are very pro robotic pool cleaners because we know the customer is going to find their pool easy to maintain when using one of these products,” says Belcourt, whose company includes a robotic cleaner in the price of every pool project they install.

“When we sell these products, we help the client get acquainted with their pool cleaner by telling them to give it a name,” says Belcourt. “We then ask them to send us a ‘selfie’ with their newly named robotic cleaner in their pool, while they sit poolside enjoying the day rather than cleaning—it’s a sales technique that has yielded an immeasurable amount of customer loyalty and ensures repeat business.”

Dan Lenz of All Seasons Pools in Illinois says it is important for a retailer to start the conversation about pool cleaning and, in doing so, provides real-life personal experiences to help validate the benefits of a robotic cleaner—especially when it can help with customer loyalty.

“I always start by comparing a robotic cleaner to the client having a dishwasher in their kitchen,” says Lenz. “You can wash the dishes manually, but you don’t want to, so you run the dishwasher every day to keep the dishes clean. Similarly, one should keep a robotic cleaner in their pool, so it is always clean.”

As a pool owner himself, Lenz understands the desire to ensure the pool is always ready for impromptu guests and the burden of having to rush to clean the pool to be able to use it.

“Battery-operated pool cleaners are also a convenient option for spot cleaning steps and corners in a hurry,” says Lenz, who has two display pools at his store—one equipped with a robotic cleaner and the other with a battery-operated cleaner so customers can test them out and learn more about the benefits of each.

Customer loyalty is one of the main reasons why Lenz promotes robotic cleaners. For this reason, he, too, builds the cost of these products into every one of the projects his company builds.

“We do this because we know our customers will love their cleaner which, in turn, keeps them happy with their pool,” says Lenz.

Service technicians have also started selling robotic cleaners to their customers so they can use them between service calls. In fact, Belcourt’s service techs will sometimes loan robotic cleaners to a client which, in many cases, turns into a sale.

“If I go on a service call and find the customer’s pump is not operating and we’re not able to immediately install a new one, I leave a robotic cleaner with the client to keep in their pool for the weekend. We often find the pool owner loves the cleaner so much they end up buying one,” says Belcourt.

Display the technology

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In-store displays are the best way to show a robotic cleaner in action. Retailers who have a display pool at their store should have a robotic cleaner continuously moving throughout the pool to demonstrate how it operates. This allows customers to see how well they work and how easy they are to use. For some retailers, this can make all the difference when selling these products.

“The demo pool at our store is equipped with a robotic cleaner so customers can not only touch and feel the product, but also see how easy it is for them to lift and pull out the filter to clean it,” says Belcourt. “It’s easier to open and clean out than a vacuum one would use inside their home.”

She suggests retailers keep these products readily available on their show floor as some customers get really excited about robotic cleaners once they learn more about them. By keeping them in-stock and easily accessible to the customer, they can seize their moment of excitement by picking one up from the display area, make the purchase, and take it home with them immediately. Belcourt’s store has a second robotic cleaner display, near the water testing station, that uses video to show customers how the cleaner works.

This is a strategic sales display as most customers come into the store to have their water tested because they think they are having issues with their chemistry. However, in many cases, the problems they are experiencing are often a result of a filtration or circulation issue. It can also be a result of the homeowner’s pool cleaning routine.

“Once we have the opportunity to educate the customer about filtration and circulation, we are able to start the conversation about pool cleaners,” says Belcourt. “In many cases, we often determine a robotic cleaner might fix the problem better than if the client were to use an aggressive chemical treatment.”

Embrace the surge in new pool ownership

Retailers should embrace the surge in pool ownership by selling today’s highly profitable robotic cleaners. Best practices show pool professionals should sell these products as a technological tool that provides the latest and greatest automation and the best and easiest solution for their clients when it comes to maintaining their pool.

[5]John Rotundo is the group product manager at Pentair and has been in the pool and spa industry for 10 years. He has managed the company’s cleaning and sanitization categories for the last six years. With a MBA from Florida Atlantic University, Rotundo is passionate about innovation and reinventing product categories. He can be reached via email at john.rotundo@pentair.com[6].

Source URL: https://www.poolspamarketing.com/trade/features/the-technology-behind-robotic-pool-cleaners/

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