Mobile or in-store water testing keeps customers coming back
From a retail perspective — even for companies that build and sell big-ticket pools and spas — water testing is more than determining pH and chlorine levels. It is a valuable customer service and a promotional strategy.
“I would argue water testing keeps the lights on in stores,” says Charlie West, retail sales manager for Colley’s Pools & Spas, with four retail locations in western New York and northeast Pennsylvania. “At the end of the day, retail is replaceable in this climate, unless you can offer something tangible that you can’t get on the internet.”
Water testing is often conducted in three ways: dedicated mobile van testing, maintenance contracts and in-store testing. Each option offers differences in convenience, accuracy and cost, but for retailers, in-store testing is the linchpin.
For some customers, the choice is determined by their pocketbooks. Many higher-end customers prefer mobile, on-site testing, West says, because they don’t have the time to take care of their water chemistry and prefer to leave the details to experts.
“We have a couple of mobile vans and will put together a weekly, biweekly or monthly water test package for them,” he says. Colley’s technicians then conduct the tests, record all the data and add any needed chemicals to balance the water from their fully stocked van. If there are any big issues, such as metals, their technicians bring the sample back to the store for further analysis, West says.
Cleaning and maintenance contracts include water testing, with technicians also returning to the store to add records to the database or address significant issues.
“If customers have a weekly maintenance program, our technicians test the water poolside and once a month bring a sample back to the store, where we test it and record it,” says Nadine Nuzzo, retail division manager for Arvidson Pools and Spas, which has three retail locations in Illinois.
Katelyn Zook, marketing and product manager for Goodall Pools & Spas, with five retail locations in Pennsylvania, says when their technicians see a pool with algae or other problems, they take a sample to their nearest store to test it and create a treatment plan.
For mobile or maintenance contract programs, all three companies use Taylor Drop Test Kits, which are the “most accurate version of testing in the field,” West says. However, in-store systems like BioGuard’s ALEX provide advanced, computerized results. This system uses a small water sample that customers or techs bring in, place on discs and enter into the ALEX machine for analysis.
For customers whose main concern isn’t convenience, this in-store option offers more than just accuracy. First, the chemical checkup is free, whether customers drop in once a week or more often (and many DIY-ers are regulars, Zook says).
“The big difference with in-store water testing is that those systems automatically test the water and immediately provide the results — and what you need to add to fix the water,” Zook says. “It’s not only doing the testing; it’s giving you the solution.”
The disc is an easy, five-minute test, Nuzzo says, “ending with a computerized printout with step-by-step instructions for the homeowner to follow.”
It also gives retailers the opportunity to sell customers solutions right from the shelves. “What’s kind of priceless is that it continues to bring people in to purchase chemicals, cleaning supplies, toys, games and floats,” Zook says. “These are also the same customers who, many years down the road, may come to us for a pool renovation.” And, as West mentions, they also note the saunas, hot tubs and new products on display.
In-store water testing, although considered a retail loss leader, can boost customer satisfaction, especially in regions with short summer seasons. These areas see a surge in demand for pool services at the start and end of the season, with many customers wanting to open and close their pools around the same time. West says their stores can feel like a “New York City deli counter,” with customers taking numbers and staff working to serve everyone. To manage this, they increase staffing, ensuring each customer receives personalized attention while waiting their turn.
Water testing isn’t just a summer activity. Hot tub owners visit throughout the year, especially in winter, to troubleshoot water issues, West says.
While water testing isn’t especially complex, Nuzzo emphasizes there’s a learning curve. Employees need to be trained by experienced staff and chemical manufacturers, with annual updates on new products and methods.
Beyond technical support, water testing helps build trust and rapport with customers, keeping brick-and-mortar retailers relevant in an increasingly online-driven market. “With our service, we become a resource rather than just a store,” Nuzzo says.
