Show off the merchandise
To capture retail dollars in the off-season, when there is limited foot traffic through the store, a proper display is vital. A key strategy for a successful display is to change it often so the store always looks new and fresh.
In ‘big-box’ stores, and even some grocery stores, most customers will notice there is always something a little different every time they walk in. In a grocery store, the freshest seasonal produce is likely to be front-and-centre, while mass retailers swap out back-to-school supplies for Halloween costumes and then Christmas decorations amazingly fast.
In a pool store, the change can be less dramatic and still be successful. Although customers are not likely returning as frequently as they may to a grocery store, the theory is still the same. Change what they see when they drive by, when they first enter and when they walk through the store. This will draw attention to the store and convey it has a variety of items and product categories.
In the height of summer, a store owner wants customers to easily find what they came in for, as such, an easy-to-find chemical display may be used in the store front, while less necessary items can be tucked in the back. During the winter, as a majority of swimming pools are closed, customers are less likely to come to the store looking for chemicals and maintenance accessories. At this time of year, items that can be used year-round or sold as gifts should be moved to the forefront.
Always make sure attention grabbing, saleable items are in the customer’s immediate view upon entering the store and create fun displays that will catch a shopper’s eye. In the summer, do something creative with the water noodle display, as this accessory is a fun item that is not typically what brought the customer into the store, but could easily be a mid-summer impulse buy.
In the winter, a display filled with light-up water toys, plastic playing cards, dive sticks and other similar items can harvest the same results. The key is to display accessories that can just as easily be played with in a bathtub, as in a swimming pool, or simply purchased as a fun stocking stuffer.
One critical area in most pool stores is the cash wrap or counter. Take a good look at this area at least once per week. In the winter, clear out items that are used only during the summer, scum discs, test strips and other pool maintenance accessories and replace them with items that have crossover potential as gifts or can be used year-round.
Similarly, look at the store’s window displays. If it is wintertime in a cold-weather climate, and the window display comprises pool floats, the message sent to customers is “Come back and see us when you open your pool.” If the window display contains counter-seasonal and year-round products, a better message can be conveyed to potential customers such as, “Hey, did you know that we have just what you’re looking for, even though your pool is closed?”
