In the pool and spa industry it is easy to focus all your efforts on the busy summer months. But when the weather cools and foot traffic slows, it is important to actively stay in front of your customers, because if you don’t, chances are, someone else will.
During the summer, your phones never stop ringing. However once winter arrives, pool and spa business need to set up intentional touch points with customers to maintain loyalty. Building customer loyalty requires more than just great service—it takes proactive communication and personalized attention year-round.
Customer loyalty is the foundation of repeat business, referrals, and long-term growth. The key to year-round engagement lies in smart CRM usage, personalized communication, and delivering ongoing value—whether it’s peak summer season or during the winter months. In this article, we’ll take a look at the first two factors.
Smart CRM usage
The best way to know your customers and build loyalty is to maximize your Customer Relationship Management (CRM) database. Your CRM database should be able to help track your customer’s purchase and service history, as well as installed equipment and all customer contact information.
By pulling reports from your CRM database you can contact all customers who, for example, purchased a hot tub last fall and send them a personalized maintenance reminder this season. This shows that you know your customers—not just their names, but what they own, when they bought it, and how you can help them with their purchase. Unlike an unsolicited, general promotion, this type of engagement is relevant, targeted and builds customer loyalty.
Pool and spa businesses can use CRM information to design direct mail, email, or social media campaigns to bring customers back into the store. Segmenting and communicating with highly targeted groups is essential, even during the off-season. Smart CRM usage is one of the best tools to build customer loyalty and boost sales during the slower winter months.
Personalized communication
The best communication strategies are not just about frequent communication but rather about meaningful communication. The RB Retail & Service CRM module makes it easy to run targeted promotions based on product categories, past purchases and services to make messaging targeted and meaningful. Whether you send a personalized discount offer on spa filters to customers who purchased a hot tub or an exclusive early-season chlorine offer to your loyal pool chemical buyers, you will build customer loyalty while also driving more year-round sales to eliminate slow season lulls.
In addition to personalized communication, pool and spa businesses need to keep consistent communication with their customers. The goal is to stay ‘top-of-mind’ year-round with:
· Seasonal newsletters
· Equipment care tips
· Off-season storage advice
· Holiday-themed promos and events
Mail, Email and Text marketing helps you reach the customer where they are. The goal is to stay visible without being pushy. Personalized communication helps achieve that balance. Industry professionals agree that personalized communication increases open rates, click-throughs, and repeat sales.
Solving seasonality with long-term customer loyalty and retention
Forward-thinking pool and spa professionals realize that customer loyalty is earned year-round. It doesn’t happen by accident—it’s built through consistent, personalized, and valuable interactions. RB Retail & Service Solutions offers tools designed specifically to help you nurture loyal, repeat customers.
Ready to reduce your slow-season slump? Request a demo of RB Retail & Service Solutions to see how our CRM tools help you engage customers year-round.
