PHOTO: Zodiac

Zodiac Pool Systems overhauled its loyalty program to help dealers become more profitable and better compete against the internet.

The program breaks down into separate categories tailored to business type: New construction, service and retail.

Zodiac has long provided marketing support for retailers through its Polaris and Zodiac Days, trade exclusive products and extended warranties. The new Dealer Select program offers something previously available only to builders and service professionals: The opportunity to earn rewards.

Dealer Select, launched earlier this year, also includes access to bulk purchase programs, digital and print marketing services and point-of-purchase displays.

The manufacturer wanted to give brick-and-mortars a leg up against online competitors. “The Dealer Select program provides marketing dollars and services to encourage consumers to come to their store,” said Donny Cislo, director of retail channel management.

Dealer Select also offers incentives for retailers that have a service divisions. Among the perks: Extended warranties on parts and whole goods, access to a proprietary software program that manages a retailer’s service department and the opportunity to order parts in bulk.

Zodiac’s loyalty programs for builders and service professionals also have been updated. In addition to rewarding builders for product purchases, ProEdge now also comes with a software program to help with field operations. The Zodiac Pool Pro Network offers service firms up to 5% cash back on units sold. Rebates are auto-filled to a VISA card. Other bonuses include priority access to a technical support hotline, discounts on bulk parts orders and pool-care software.