As a result more people staying at home, the residential pool market is experiencing a spike in business and sales. While it can be tempting to ride the spike of sales, we must use this boom time to reach a new plateau to continue growth. As shown in the graph, Brand Builders essentially use boom times to propel their business, while Market Riders suffer the market downturns with no long-lasting benefits.
So, how can your pool business be a Brand Builder? The key to keeping a competitive advantage is aligning your brand with your customers’ values. Today’s customers are not purchasing products, they are purchasing home life experiences. By leveraging smart pool vendors that build your brand you can guarantee your business’ best years yet.
What Your Customers Want
It wasn’t so long ago that we expected to pay for two-day shipping or went to the grocery store ourselves. Today’s customers are motivated by experience more than ever, and it is crucial to offer them solutions that provide real value to their lifestyles.
A simple example of this is customers’ increasing demand for the healthiest swimming experience possible. More than ever before, customers are searching for products and solutions that protect their health. Today’s customers have too much information at their fingertips. They need a trusted source to help lower chemical exposure while still maintaining a clean, clear pool. The rapid rise of Advanced Oxidation Process (AOP) solutions is built on the health and experience needs of your customers. This new twist on pool chemistry simplification offers pool pros an opportunity to meet customer health-conscious demands, grow customer loyalty and become a Brand Builder.
Until recently, AOP pool systems were considered a premium upgrade for a niche customer segment. Today, AOP is leading pool care into a simpler, more reliable world of water treatment. The earliest attempts to deliver an AOP pool solution combined ozone with ultraviolet light to create hydroxyl action in the water. The challenge was that the two ozone and UV pool systems, whether separately or bundled in a box, doubled the system maintenance, complicated the installation process and made system care an overall chore.
As a simpler alternative, a new direct Hydroxyl-Based AOP pool technology has gained popularity by providing better results with one system. In addition to residential pools, this AOP technology has been proven to easily scale from spas to pools to waterparks. Brand Builders have learned to leverage these simpler, better-performing AOP systems. The vendor, Clear Comfort, has always focused on delivering brand value for your business while building the value of the solution. In fact, the company provides materials to help align your brand and the technology’s value simply with tools, like BestAOP.com.
“I’m using less chemicals to treat the water, the water’s always crystal clear, it feels nice and soft, the customers are completely satisfied with it,” Mandy Jelinek, Service Manager at The Pool Doctor, said about Clear Comfort’s AOP. “They never have to worry if they’re gonna have a party the next day or what the pool is gonna look like after the party – it always looks miraculous. From a maintenance standpoint, it’s very easy.”
Brand Builders Build Bridges
Now that you have decided to be a Brand Builder and not a Market Rider, what’s next? In addition to making your life easier and your customers happier, vendors should elevate your business. Here are some ways that aligning customer values and vendor offerings can help build your business’ brand (and sales)…
For more insight on the ways your pool business can build its brand, read the full article on AQUA Magazine.