How Pool Stores Can Stay Connected with Customers During Winter Months

As the pool season winds down and the colder months approach, many pool companies experience a natural lull in business. However, winter presents a unique opportunity to keep in touch with your customers, build relationships, and set the stage for a successful summer season ahead. By staying engaged with your customer base during the off-season, you can ensure they’ll think of your store when the time comes to reopen their pools.

Here’s how pool stores can maintain customer relationships throughout the winter and encourage them to return once the weather warms up.

1. Send Seasonal Email Campaigns

Email marketing is a powerful tool to keep your customers informed and engaged throughout the winter months. Here are some ideas for email content:

  • Winter Pool Care Tips: Share advice on how to maintain a pool during the off-season. Remind customers to check their pool covers, adjust water levels, or inspect winterizing plugs and equipment.
  • Exclusive Winter Promotions: Offer limited-time discounts on pool covers, chemicals, or accessories that can be used next summer. Consider bundling products for early purchases, encouraging customers to stock up now.
  • Pool Opening Reminders: A few months before the season begins, send out reminders about scheduling pool opening services. Offer an early-bird discount to customers who book ahead of time.

Be sure to keep your emails friendly, informative, and full of value. Regular communication ensures your customers feel connected even when they aren’t actively using their pools.

A Seasonal Email Campaign

2. Utilize Social Media to Stay Engaged

Social media is an easy and effective way to stay top-of-mind with your customers during the off-season. Here’s how you can keep your audience engaged:

A Social Media App
  • Post Winter Pool Care Tips: Use your social channels to offer simple advice on maintaining pools during the winter. Include visuals and videos demonstrating common tasks like clearing debris from covers or maintaining equipment.
  • Offer Sneak Peeks of New Products: Tease new products or services that will be available in the spring. Whether it’s the latest pool cleaner or a fun new float, giving your customers something to look forward to can build anticipation.
  • Share Pool Design Inspiration: Post photos of beautiful pool designs or outdoor living spaces to inspire your customers’ dreams for their own pool come summer. This can prompt customers to start planning upgrades or renovations during the off-season.
  • Run Contests or Polls: Encourage engagement by asking customers fun questions or running simple winter contests. For example, “Share a memory of your pool from last summer!” or “Vote for your favorite pool design!”

Social media allows you to build a community around your brand, keeping the conversation going even in the off-season.

3. Host Winter Events or Webinars

Just because the pool isn’t in use doesn’t mean you can’t provide value to your customers. Consider hosting events or online webinars during the winter months:

  • Winter Pool Care Workshop: Hold an in-store or virtual workshop where customers can learn how to properly care for their pools during the winter. Offer advice on checking chemical levels, maintaining equipment, and preparing for the next season.
  • Product Demonstrations: Host an event to showcase new products that will be available next summer. Giving customers a first look at what’s to come can generate excitement and early interest in your products.
  • Planning for Pool Renovations: Winter is the perfect time to plan pool upgrades or renovations. Host an informational session on pool design trends, offering suggestions on ways customers can improve their pools or outdoor spaces for next summer.

By engaging customers through events, you position yourself as a helpful resource and ensure that your store stays on their radar.

A Liner Install - Before & After

4. Offer Pre-Season Sales and Booking Incentives

Winter is a great time to offer early-bird specials or promotions that reward customers for thinking ahead. Here are some ideas to consider:

  • Pre-Season Discount: Offer a special discount on essential pool supplies—such as chemicals, cleaners, or accessories—for customers who purchase in the winter months. This encourages early shopping and keeps your business active during the slower season.
  • Pool Opening Services: Allow customers to book their pool opening services in advance. Offer an incentive, such as a small discount or a free add-on service, to those who book early. This helps you manage your schedule for the spring while providing value to your customers.
  • Seasonal Maintenance Packages: Promote long-term maintenance packages that include pool opening, mid-season care, and closing services. This locks in customers for the entire year and provides peace of mind.

Offering attractive deals and incentives during the off-season ensures that your store remains busy, and customers benefit from planning ahead.

5. Provide Educational Resources

The off-season is the perfect time to educate your customers and help them become more knowledgeable pool owners. Here’s how:

  • Create Blog Posts or Guides: Publish content on your website that provides helpful advice about winter pool care, how to prepare for opening in the spring, and tips on maintaining a healthy pool. This positions your store as an expert in the field, building trust with your customers.
  • Send Maintenance Reminders: Offer reminders for key maintenance tasks, such as checking water levels, inspecting pool equipment, and prepping for the first swim of the season. Including a checklist or step-by-step guide can make it easy for customers to follow.
  • Share Success Stories: Feature customer success stories or testimonials about how your products or services helped them enjoy a trouble-free pool season. This social proof can inspire other customers to follow your recommendations or use your services.

6. Start Planning for the Next Summer

Use the winter months to gather feedback from your customers and prepare for a stronger summer season:

  • Customer Surveys: Send out a quick survey asking customers about their experience with your store, what they’d like to see in the future, or what products or services they’re interested in. This feedback will help you improve your offerings and better serve your customers.
  • Product Previews and Recommendations: Begin recommending new products that you’ll carry next season, or offer upgrades on existing equipment. Customers will appreciate knowing what’s available and may even pre-order to beat the summer rush.
  • Showcase Pool Renovation Services: If your business offers renovation or upgrade services, winter is the ideal time to discuss plans for next season. Help your customers envision their dream pool for next summer, and start booking consultations or estimates now.

Connect With Your Customers

Stay Connected and Build Lasting Relationships

Although winter may not be the busiest time for pool companies, it’s an excellent opportunity to stay engaged with your customers and lay the groundwork for a successful summer. By offering valuable content, maintaining regular communication, and providing early-bird incentives, you can keep your store top-of-mind throughout the off-season and ensure customers return to you when they’re ready to dive back into their pools.

By building strong, year-round relationships with your customers, you’ll not only maintain loyalty but also drive sales as soon as the weather warms up again. Don’t let winter slow you down—take action now to prepare for a fantastic pool season ahead!