Water testing stations at Pool and Spa Retailers should be considered more than a simple service. They are a vital tool in the battle to retain and attract more customers.
Dealers should actively promote their water testing stations, and take steps to make them more visible for customers when they enter their showrooms, instead of hiding them in an obscure corner.
Three different retailers of water testing stations — Kathi Becourt, Aqua-Tech Pool, Spa & Bath and Josh Arnold with Southern Pools & Spas — were asked for their advice and examples about how they successfully integrated their stations into stores.
We reveal five strategies that they all mentioned to make your retail water test station stand out. This will help you capitalize on this retail weapon and win new customers.
NO. Signage
It is important to have clear signage, both inside and outside the store, that guides customers to the water-testing station and explains how it works. This will ensure a steady flow of customers.
Arnold says that we hang water-testing signs above our computers to attract customers. We also have a chalkboard with the current deals and savings behind the counter.
It is important to attract the attention of customers with a variety of announcements and types of signage.
Bond says, “We display our company’s many awards and accolades near the testing station on shelves and walls so that customers can read and view them. This will hopefully promote trust.” We’ve installed a TV monitor on the wall in front of the testing station, which serves as an electronic bulletin board. To increase sales, we display videos and photos of our products. We also display information about our special events on the monitor, including pool school sessions and sales.
Photo by Aqua-Tech Pool
NO. No.
Water testing centers are placed in a variety of locations in a showroom, whether it is front and center, at the back or in the middle, as long as they make sense for your store layout and stand out to customers. They also bring in more sales.
Belcourt says, “We just moved back our water laboratory to where it used to be 10 years ago.” Belcourt says that the new strategy is to move the water lab to be closer to the front door for maximum attention. However, I started to wonder if this would affect our ability to sell other products since customers no longer had to walk the whole store to test their water.
“We made a heatmap, and I was right.” The vast majority of customers, 76%, just came in to get their water tests and chemicals and left. The customers were not interested in exploring the store and buying our other products, so we moved our lab to the back of the showroom.
Great Valley, like Aqua-Tech has placed their water testing station in the back of their shop, but for different reasons.
Bond says, “We want to create an openness and organization within our store. This is why we have wide aisles that allow for fluidity and easy browsing between customers.” The rows are angled so that the computerized water test station and pool equipment floor display can be seen. The two are at the end, not the front of the store, to encourage customers to browse the aisles and see the products.
Another approach would be to combine your water-testing station with your checkout counter. Arnold says that the water testing station and checkout computers are located in the middle section of the store. We did this to make the process easy and streamlined. This allows customers who may not be aware that we provide water testing, to learn about the simple and quick process we can offer them.
NO. 3: PERIPHERAL ITEM
Place products on and around your water testing station. They can be practical or fun. Or, even better, they can give them something to look at while they are waiting for the test to finish.
Belcourt says that hot tub filters are kept near the water testing station as a reminder to customers to buy a new filter every 2 to 3 water tests. We try to keep items that customers know they will need away from water testing stations and the “inspirational” items close by.
Southern Pools carries similar products to those mentioned above, but also includes items that are simply for the customer’s entertainment and nothing else.
Arnold says, “We have everything you need for a spa in our warehouse behind our water-testing system.” We have chemicals, filter, cleaners and spa salt. Tray tables, testing strips, pool balance chemicals, etc.
We want to make sure that our customers’ visit is as quick and simple as possible. We value their time because it is valuable. “We also decorate our counters with fun items such as fish bowls filled with little blow-up toys.”
Photo by Aqua-Tech Pool
NO. NO.4: MARKETING
It is important to advertise your water testing service, organically or otherwise. Belcourt says that they advertise their water testing services on Facebook, Instagram and other platforms. They also run radio and print ads. Belcourt says, “We want customers to come in and meet us to see what we do. With all the new bodies that are out there we haven’t sold yet.”
Marketing can be used to streamline water testing for customers by setting up appointments.
Bond says that they promote their water testing service on our website as well as in email blasts sent to customers. Customers can book a 15-minute appointment on our website to avoid the queue in store. Our website offers a virtual assistant to help customers solve their water treatment problems.
NO. DIFFERENTIATION
Differentiating your water test station or process can be a great way to differentiate yourself from the competition.
Belcourt says, “We offer water testing outside and I do not think that we will stop doing this.” It’s a convenient way for customers who want to test their water in the store at their own pace. The customer can drop off the test when they take their children to soccer, early in the morning, on their way to the office, or during the day, when the store is still open.
Mobile service is another great way to offer quick and easy service. Bond says that because summer can be very busy, our staff has the option to access the inventory and check previous water testing results of customers on their mobile devices. The ability to access water test results, equipment information, and product inventory anywhere in the store keeps customers feeling open and organized, and also makes their shopping experience positive.
Customers love free services. You should hope that they will return the favor by purchasing your other products or services.
Arnold says that water testing is a great way to establish a relationship with customers. This is a service that we offer for free to help our customers after they have purchased. The customer can now feel more comfortable by knowing the name of their representative and receiving exceptional, real-time customer service.
These examples and tips from outstanding pool and spa retailers can help you to create a water testing station that will attract and retain retail customers. Happy water testing!
The article was first published in AQUA Magazine, the leading resource for pool and spa retailers, builders, and service professionals. All industry professionals can subscribe to the print edition of AQUA Magazine for free. Subscribe by clicking here.
