There’s a natural ebb and flow to all businesses, but for seasonal industries like Pool & Spa, the shifts in sales volume and customer activity tend to be more dramatic—even abrupt. During peak season, attracting customers old and new may come quite easily. Your phone doesn’t stop ringing, the foot traffic keeps coming, and sales are consistent.
Then all of a sudden, things slow down. In areas where fall months bring cooler weather, pools are shut down for the season, priorities change, and you’re no longer top of mind for your customers. Staying in front of them requires extra effort. Getting them to take action requires even more.
Customer loyalty isn’t something you can build in one sale, or even in a single season. It’s nurtured over time with proactive and consistent interactions that take place all year long. Here are four simple retention strategies you can implement to build pool and spa customer loyalty no matter the season
1. Use a CRM to Track and Know Your Customers
Making meaningful connections with your customers requires context. You need to know them before you can appeal to them. A robust CRM like RB, makes it easy to keep a pulse on the activity and nuances of your customer base by tracking data points like:
- Purchase and service history
- Installed equipment
- Preferences
- Contact details
Example: let’s say a customer bought a hot tub last fall. An entire year has gone by, but with access to purchase history, you can proactively send them a personalized maintenance reminder for this season. A touchpoint like this demonstrates that you’re paying attention, you know your customers, and you’re invested in their investment.
2. Run Targeted Promotions Based on Purchase History
When building customer loyalty, communication is key. Personalized communication is even better. Use what you know about your customers to make meaningful connections. Without meaning, your messages may go ignored.
With the tracking capabilities of a CRM, you can leverage the data collected to build targeted promotions based on customer insights like purchase history. To put this into practice, you might send a tailored email that offers a discount on replacement spa filters to customers who purchased hot tubs. Or you could send exclusive early-season chlorine offers to your most loyal pool chemical buyers.
3. Offer Loyalty Rewards and Referral Incentives
The best way to say thanks to your most loyal customers is to reward them—and the off-season is the perfect time to do it. Loyalty rewards offer personalized value that resonates. With the customer data you’re able to collect, track, and analyze within a CRM, you can reward your best customers with value-added perks. For example, you can send a personal winter “thank you” credit to customers who spent more than $1,000 during the past season, which can be applied to their next purchase.
This strategy is ideal for referrals, too. Offer discounts or credits to the customers who refer your services or products to others. Your customers will feel appreciated and you’ll bring in new business—it’s a win-win.
4. Keep Communication Consistent, Even in the Slow Seasons
When business slows, don’t go quiet. Stay top of mind with year-round touchpoints supported by a CRM that enables you to track your customers, know them, and personalize their experience with your brand. With user-friendly marketing tools, you can easily manage a consistent cadence of communications like these:
- Seasonal newsletters
- Equipment care tips
- Off-season storage advice
- Holiday-themed promos and events
Build pool and spa customer loyalty, all year long
Building and nurturing a loyal customer base takes time, consistency, and meaningful, personalized engagement. But when you’re supported by the advanced features of a Pool & Spa software like RB Retail & Service Solutions, the effort you put into connecting with your customers will seem effortless. With tracking tools and marketing features, you can maintain your relevance, encourage repeat business, and strengthen customer relationships throughout the entire year.
Curious to see how RB can help? Start your self-guided tour today.
Frequently Asked Questions on How to Build Pool and Spa Customer Loyalty That Lasts
Q: Why is customer loyalty especially important in a seasonal business like Pool & Spa?
A: Customer loyalty is crucial because it sustains your business beyond the busy summer months. When foot traffic slows, staying in front of your customers with personalized communication ensures they don’t forget about you—or switch to a competitor—when the next season arrives.
Q: How can a CRM help me build stronger relationships with my customers?
A: A CRM like RB helps track key customer details, such as purchase history, installed equipment, and service preferences. This lets you deliver relevant messages—like sending a spa maintenance reminder or a filter discount—so your communication always feels timely and personal, not random.
Q: What types of promotions work best for building loyalty during the off-season?
A: Targeted promotions based on past purchases are highly effective. For example, offer discounts on spa accessories to recent hot tub buyers, or reward top pool chemical buyers with early access to seasonal deals. Tailored offers show customers you understand their needs and value their loyalty.
Q: What are some simple ways to stay connected with customers year-round?
A: Consistency is key. Use solutions like RB’s CRM and marketing tools to schedule off-season newsletters, share care tips for pool or spa equipment, send holiday greetings, or promote special referral bonuses. Even small touchpoints during the winter months can keep your business top of mind for the spring.
