Articles

Do you read Pool & Spa Marketing? It is a trade magazine based in Canada, and it really has some fantastic articles. I find that, for a trade magazine, they really focus on good writing and strong, informative articles. Each issue is huge - and packed with some very readable content. 

For instance, their April Issue has an article titled "Competing With the Masses - New Ways to Differentiate Specialty Retail Stores." You probably want to read it:

--> http://www.kenilworth.com/publications/psm/de/201104/52.html <--

I know you are probably concerned with competing with big box stores; it is a common apprehension, especially in the pool and spa industry. The first thing you have to realize is that you are NOT going to be the right solution to every potential client in your area. Some are going to be price-hunters, some already have preferred retailers, some will shop online and others will stop in wherever it is convenient for them when they happen to be out shopping. Those shoppers are NOT your target customers. 

You want customers who are going to come back to you, time and time again, whether or not you have the lowest price, are a bit out of their way, or are a one-stop-shopping center. You want customers who are going to be loyal to you and who are going to respect your professional opinion.

You have to earn those customers. You have to attract those customers. You have to stay in touch and create relationships with those customers. If you don't, someone down the road will be.

How can you gain your ideal customer? By setting yourself apart from you competition. If you focus your categories, you can capitalize on your marketing dollars and product expenses. For example, there are many spa stores out there that deal exclusively with spas and spa products. They are going to miss out on the pool market, but they are going to be able to very closely target and focus on the spa market. What do you do BEST? What categories bring in your highest revenues? Focus your categories and target your market appropriately.

It is also a great idea to try to bring in some unique or specialty products that cannot be found in big box stores. This will give you an exclusivity factor that will bring traffic to you. Commodities are often bread and butter for many stores, but unique products are what create a reputation. Everyone sells chlorine; not everyone sells Ecosavr. Keep in mind as well that commodities are the products that are going to be the most price competitive, so if you can find something unique you will have more control over the pricing.

Another way to set yourself apart from box stores or retail chains is to offer one-on-one client services and educational opportunities. If your customers feel like they learn something new, or walk away more informed and better taken care of when they leave your store, of course they are going to be returning! Many stores are branching out and including pool service as an option to help bridge the gap left by the economic slump; similarly, many pool service companies are beginning to offer some retail capacity to their routes as well. Most customers will be willing to pay a small premium to you IF they feel that you have earned it in the quality of the service you provide.

Most importantly, if you remember your customers when they come in, you will have a leg up against the nameless competitor's high-turnover. People are social, as a general rule. Even if you aren't "friends" with your clients, if you can share stories, gossip a bit and make their shopping experience a bit more personal, they will want to shop from you more often. (If for no other reason than they would be embarrassed to tell you they bought cheap chlorine from Costco and need you to help re-balance their pool water because of it!)

There are many ways to set yourself and your store apart. Having a recognizable personality will help you compete and make life more interesting.