Here’s a simple strategy to improve your business in the upcoming year: consider rethinking your approach to digital signage. Think of it as a way to tell a story and foster an emotional connection with your customers. After all, simple doesn’t have to mean dull. It can mean direct and effective.
This idea was at the heart of a seminar led by Ali and Scott Reynolds of The Get Smart Group during the November 2024 International Pool | Spa | Patio Expo. AQUA followed up with Ali Reynolds to further unpack this informative session.
Rethinking the Noise
Reynolds, inspired by the overwhelming “noise” all around her, recently embarked on a journey of creative self-discovery, exploring fiction writing, singing bowls, and meditation.
This personal exploration reshaped her perspective on marketing, prompting her to reassess the role of retail signage amidst today’s constant stimulation. “The noise is all around us,” she says. “Ads are on TV, the radio — you can’t even scroll through social media to unwind without being bombarded by ad after ad after ad.”
For pool and spa retailers, this overwhelming environment poses a challenge: How can you stand out without adding to the chaos? The answer, Reynolds suggests, is not by mimicking the competition but by crafting messages that resonate emotionally.
Transaction vs. Transformation
While sales, discounts, product features and the like are constantly being thrown at customers, Reynolds argues this approach misses an opportunity to engage with customers on a deeper level.
“This type of signage just doesn’t inspire customers the way it could,” Reynolds explains. “Retailers should embrace simplicity — fewer words, elegant visuals, and a focus on transformation rather than transaction. That’s what can turn signage into a truly impactful tool.”
With the wellness movement continuing to reshape the industry, Reynolds sees immense potential for a fresh approach to digital signage and messaging. “This year, I’ve worked with several ice bath, sauna, jacuzzi, and swim spa manufacturers,” she shares. “There’s a tremendous opportunity to incorporate wellness practices into the customer pitch in meaningful ways.”
The key takeaway, according to Reynolds, is understanding that customers interested in these products are seeking transformation, not just a purchase. “Recognizing the distinction between a transaction and a transformation can elevate how you serve your customers — market to new ones — and ensure they keep coming back,” she says. “With this mindset, businesses can go deeper into the wellness offerings they already provide, creating lasting value for their customers.”
One hypothetical example Reynolds offers involves an ice bath: Pool and spa retailers could pair the product with additional services, such as guided breathing techniques or sound bath sessions, to elevate their experience — and thus, their transformation. “You create loyal, longterm customers who are committed because of the transformation you’ve provided, not just the transaction,” she emphasizes.
The Role of Signage
The journey of transformation has to begin somewhere, and retailers can set the stage with their signage. This is where simplicity can have a large impact. “If you’re only leaning into discounts, coupons, and pricing to connect with your customers, you’re missing an opportunity to tap into something more meaningful,” Reynolds says. “If you can reach that deeper meaning, the price becomes less significant compared to the value the customer feels.”
Elegant, simple signage can be the difference between a simply satisfied customer and a transformed one. “You just need to infuse a little magic into the messaging to truly resonate with your customers,” Reynolds says.
The magic in question? It’s all about making your signage visually appealing and refreshingly spare and direct. Use fewer words to convey your message and avoid overwhelming customers with cluttered bullet points, mismatched fonts, and a rainbow of colors. Instead, focus on creating a calm and clear design that helps customers quickly grasp the long-term benefits of choosing your products. By quieting the noise, you allow them to focus on the transformation your offerings can bring to their lives.
Signage, Too
You should also be emphasizing the experience of coming into your store. An infamous idea from Nobel Memorial Prize-winning psychologist Professor Daniel Kahneman reads: “People don’t choose between experiences. They choose between the memories of their experiences.”
In other words: If pool and spa retailers create an experience for their customers, they will remember it. “Whether it’s an internal and emotional experience for them or something outward that is delightful to them,” Reynolds says, “they’re going to remember that. It’s going to stand out — they’ll feel it; their shoulders will be looser, they’re going to be more willing to talk with you, they’ll have a smile on their face when they walk in.”
After all, it’s not just about the digital signage, or the customer service you provide. It’s not only how you merchandise your store, no matter how carefully you curate a physical walkthrough. As Reynolds advises, you’ll need to focus on the entire experience, and how you can harness every component to cultivate the best and most positive experience for your customers.
“You are training your staff to connect with customers emotionally,” says Reynolds. “If customers walk into your store, and they’re greeted by name every time, that’s going to feel great. This isn’t just for you as a business owner to incorporate into your branding. Instead, this is about training your staff to figure out how to kick off a connection with your customers, and supporting them with the right tools to make their job possible. It’s about both sides.”
A Missed Opportunity Is a Lost Customer
One of the main draws of the wellness movement is the ability to find a sense of calm again, in the midst of the chaos of daily life. Reynolds recalls a book she read recently. “The Big Miss: My Years Coaching Tiger Woods” by Hank Haney points out a common commodity of modern society: countless missed opportunities due to the day-to-day requirements, like running a business, taking care of families, fostering relationships.
“We’re putting out fires,” Reynolds relates. “We don’t get a chance to sit down and think about ourselves very often, much less if we’re connecting to our customers emotionally.” A missed opportunity on the side of the retailer can easily snowball into a number of missed opportunities on the other end, including the chance to gain a loyal customer.
It takes an active response to build the habit of focusing on customer experience, but whether it comes in the form of interactions in the store or through the messaging on your digital signage, the pay-off is undeniable: Positive experiences make people want to return to that feeling. As business owners, you just need to figure out how to harness that emotion and deliver it for each and every customer.
Of course, this isn’t to negate the importance of making the sale at the end of the day. You’re running a business — the transaction can feel as important as the transformation. “But you get them to be committed long-term valued customers who are loyal because of the transformation, not because of the transaction,” Reynolds concludes.
Make 2025 A Transformational Year
As we ring in 2025, consider how digital signage can reimagine your store and the relationships you build with your customers. Make this year transformational, in all aspects of your business.
This article first appeared in the January 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
