Specialty retailers are forever looking for ways to distinguish themselves from big box retailers. One of the most powerful ways to stay ahead of the competition is to offer superior service. Research shows that having fast and seamless systems that value your customer’s time can be a key differentiator to drive sales and foster customer loyalty. This is where technology can be the pool and spa business’ best friend in the busy season.
Technology alleviates long check-out lines
Long lines at pool and spa stores in the summer months are almost unavoidable. However, there are retail mobile apps such as EZ Shop mobile app designed to eliminate waiting in line to pay for goods and empower customers.
“We started using the EZ Shop app with our best customers,” explains Clay Sherwood, President of Swim and Sweeps, who owns three pools stores in Kansas. “One of our main goals in adapting the new EZ Shop app was to ensure that our best customers never have to wait in line, especially when the store is busy. Oftentimes a good customer just needs to run into the store, grab two bags of shock and head home to their pool…the last thing they want is to have to wait in line.”
In-store shopping apps allow customers to use ‘scan and go’ shopping within the retail store for fast and easy shopping and checkout. The app syncs with discounts in the customer’s profile and can even be programmed with specials.
E-Commerce/Online Store
Having an e-commerce/online store is another technology solution to reducing long lines at your retail store. Although having a brick-and-mortar retail store provides a competitive advantage, consumers also want an option to search and shop online, complete with delivery options.
As a result, RB offers a ‘Shopping Cart’ software feature created for pool and spa businesses not originally equipped with an e-commerce presence. This feature provides a fully operational shopping experience, easy checkout and options for curbside pick-up or delivery.
Retailers report that during the busy summer months, their e-commerce ‘shopping cart’ feature virtually eliminates long lines at the register in the store. Studies show that a calmer shopping environment encourages purchases versus a packed store where consumers feel rushed and stressed.
Tracy Bond, owner of Great Valley Pools in Pennsylvania says that using e-commerce technology has been extremely beneficial to her business over the past few years. “We started using our online store more during the pandemic as it provided an additional point-of-sale option that was also contactless and served customers who wanted to utilize curbside pickup.”
Bond explains that some customers preferred purchasing online for curbside pickup. “We set up our system so customers can book an appointment slot on our website for pick up, so they can skip the wait in line. It turns out that our customers love this option.” Having an online store gives customers the ability to search availability, order online and arrange for delivery or pick up depending on their preferences. “It provides that extra convenience for our clients which is always good for customer loyalty.”
Pool and spa businesses are up against fierce competition, especially as consumers become more cautious about their purchases. That is why it is imperative to deliver great customer service. Retailers can provide a fast, seamless buying experience by integrating their business software with tools such as EZ Shop app and an online e-commerce site for easy curbside pickup or delivery. Keep your customers happy and they’ll keep coming back.
