Never underestimate the power of accessories
Too often, accessories are thought of as extra, unnecessary items. However, consider the word’s definition: “a supplementary part or object that can be added to something else in order to make it more useful, versatile or attractive.” This makes an accessory sound like a necessity. This is where smart marketing and merchandising come into play; accessories can make or break just about anything worth having. What use is a video-game system without extra controllers, a laptop without a carrying case, or a patio dining set without an umbrella?
For example, an electronic water chemistry monitor can help a pool owner save money by providing accurate water parameter readings so they know exactly, which chemicals are needed and how much to purchase. Not only are these devices fun to use, but they are succesful in helping pool owners maintain a consistent water balance, which in turn allows the pool to age gracefully, as water quality problems are less likely to occur.
Focus on the fun factor
Particularly in the weeks before Christmas, but really any time of year, pay attention to what is popular with children and the young-at-heart. Stock and prominently display toys, games and other items with fun as their primary purpose so they are readily available to impulse buyers.
If a particular pool toy was wildly successful during the summer months, make sure a few are kept in stock for the holiday season, as it could make the perfect gift. Similarly, if a successful toy from a season or two ago requires refills, or would be more fun with an extra ball, paddle, or other accessory, be sure to stock and display these add-on items as well.
Hot summer sellers have an increased chance of becoming a great stocking-stuffer come the gift-giving season if they are available and on display when customers are out holiday shopping. Likewise, toys that were slow sellers during the summer should not take up valuable display or warehouse space during the winter.
High-tech gadgets can also boost year-round sales because they make fun gifts. Lately, many ‘techy’ catalogues and websites have been touting slick, digital wireless devices (e.g. indoor/outdoor air/water thermometers, atomic clocks, etc.). These items make great gifts because a person who might enjoy the product most likely would not buy one for him- or herself.
Wireless pool-monitoring systems, for example, are a great swimming pool-specific variation of this theme. These monitoring systems take the guesswork out of maintaining healthy pool water by constantly transmitting water chemistry data (e.g. pH and chlorine levels) to an in-house receiver, which eliminates the need for frequent manual water testing. New and unique high-tech products in any industry, including the pool industry, make fantastic gifts for gadget lovers.
Consider all-season uses
A store may carry and prominently display particular items, such as a patio light in the summer because they are perfect for outdoor, warm weather use. However, that same patio light can also come in use inside the home, as an indoor party accessory. Today, several lighting products are available, which work in and out of the water. These and many other items are multi-seasonal and can be sold that way.
The same can be said for many toys marketed for the pool industry, as most can also be used in a backyard without a pool. Some water toys work just as well, and sometimes better, with a garden hose. Sprinklers, water balloon fillers and ‘splasher’ games are some examples.
