Gear marketing toward customer appreciation and relationships
Mass retailers focus on various marketing strategies—from national broadcast and print advertising to direct mail programs and coupons. Specialty retailers, on the other hand, are trying to develop relationships with a very specific audience—local pool owners. Therefore, personalized, targeted marketing, which focuses on customer appreciation and building relationships, is a better bet.
For example, specialty retailers typically have information about their customers’ pools, what products they purchased last and when they will need to buy more. Having this information enables personalized product promotions to be sent to customers (i.e., marketing new saltwater pool products to saltwater pool customers or promoting new stain and scale products to customers who may have struggled with similar issues in the past).
Customer loyalty programs, appreciation days, educational sessions on products and maintenance or special offers for repeat customers can also be offered. Once a relationship has been established, additional communication methods can also be employed (e.g., e-mail, regular newsletters and educational events at the store). These methods generally deliver a higher response rate and a better return on investment (ROI). They also reinforce the personalized service specialty retailers’ offer, boosting customer satisfaction and loyalty.
Becoming a trusted source of pool information can also create loyal customers. Posting helpful information and advice on the store’s website and/or highlighting it in social media outlets are great ideas. For instance, reporting on the pH level of local rainfalls and how it will affect pools, or posting unusual source water conditions, such as high levels of metals or scale-forming minerals, are two great examples.
Conclusion
Providing value through expertise, premium product recommendations and customer-loyalty efforts not only help specialty pool retailers support higher prices but also win back profits that may have been lost in the saltwater boom.
Bob Harper is general manager of pool products at Pristiva, a Compass Minerals company. He has 25 years of experience in the pool and spa industry and is an expert in saltwater pool systems. He can be reached via e-mail at harperb@pristiva.net.
