7 Promotion Ideas For Swimming & Pool Equipment Stores

In a $21 billion industry with increasing competition, pool equipment stores need more than great products—they need proven promotional strategies that drive sales. As consumers become more price-conscious, retailers must balance value with profitability through smart promotions. Whether you're looking to boost repeat purchases through loyalty programs or capture more leads using tools like Opensend Connect, these seven strategies deliver measurable results for swimming and pool equipment stores.

Key Takeaways

• Points-based loyalty programs with no expiration dates turn one-time buyers into repeat customers without heavy discounting
• Seasonal promotions aligned with pool opening and closing cycles capture customers at natural buying moments
• Bundled equipment discounts increase average transaction values while addressing price-conscious consumer behavior
• Email marketing automation can close up to 80% more sales through consistent follow-up
• SMS/text marketing delivers near-instant engagement for flash sales and time-sensitive offers
• Referral programs leverage the fact that 92% of consumers trust recommendations from people they know
• Flash sales create urgency while helping manage seasonal inventory

1) Points-Based Loyalty Programs

Best For: Building repeat purchases and long-term customer relationships

What It Is

A points-based loyalty program rewards customers with points for every dollar spent, which can be redeemed for discounts or free products. The standard structure is 1 point per dollar spent, equaling approximately 1% cash back on future purchases.

Why It Works

Pool equipment stores sell consumables like chemicals, filters, and testing supplies that customers need repeatedly throughout the season. A loyalty program capitalizes on this by:

• Turning one-time customers into long-term clients with exclusive discounts
• Creating a reason to return rather than shop competitors
• Building a direct communication channel for promotions

How to Implement

• Keep it simple: Shasta Pool Supply offers points on all purchases with no expiration and no minimum threshold
• Make enrollment automatic: Remove barriers to entry with free signup and automatic point accrual
• Extend to contractors: Your loyalty program can work for both retail customers and trade customers

Real Example

Pinch A Penny uses a "Buy 10, Get 1 Free" structure on select chemicals—a straightforward value proposition that keeps customers coming back throughout the pool season.

Pro Tip: Use customer retention strategies that integrate your loyalty program with email marketing to remind members of their points balance and upcoming rewards.

2) Seasonal Opening & Closing Promotions

Best For: Capturing customers at peak decision-making moments

What It Is

Seasonal promotions align your marketing with the natural rhythm of pool ownership—spring opening and fall closing. These promotions offer bundled services, early-bird discounts, or package deals timed 4-6 weeks before season.

Why It Works

Pool owners have predictable needs at specific times of year. By positioning promotions ahead of these moments, you:

• Address customer needs before competitors do
• Reduce last-minute rush and smooth operational workload
• Create urgency with time-limited offers

How to Implement

• Spring campaigns: Pool opening specials with bundled cleaning supplies, testing kits, and chemicals
• Fall campaigns: Winterization kits combining covers, closing chemicals, and accessories
• HOA targeting: Offer group discounts for homeowner associations to secure bulk orders

Real Example

According to AQUA Magazine, successful dealers run monthly offseason events to maintain retail momentum—including hot tub events that keep visibility up and prepare customers for spring purchases.

Pro Tip: Combine seasonal promotions with email drip campaigns that automatically trigger based on the calendar, ensuring consistent outreach without manual effort.

3) Bundled Equipment Discount Packages

Best For: Increasing average order value while serving price-conscious customers

What It Is

Bundled discounts encourage customers to purchase multiple items together at a better price than buying separately. The strategy follows a simple principle: "The more equipment pieces replaced together", the better the deal.

Why It Works

In the current economic climate, "people are looking for deals" right now. Bundled equipment discounts:

• Prompt customers to "pull the trigger now" rather than delay purchases
• Increase transaction value while providing perceived savings
• Can be structured to maintain profitability through volume

How to Implement

• Create tiered bundles: Basic, Standard, Premium packages for different budgets
• Offer flat-rate installs: Combine equipment sales with installation at a fixed price
• Focus on complementary products: Pair pumps with filters, or cleaners with chemicals

Real Example

Dennis Marunde, President of Arvidson Pools & Spas, reports success with this approach: "We've had success offering flat-rate installs and tiered discounts... It's structured so it doesn't hurt our bottom line."

Pro Tip: Track which bundles perform best and use conversion optimization data to refine your offerings each season.

4) Automated Email Marketing Campaigns

Best For: Nurturing leads and driving repeat purchases at scale

What It Is

Automated email marketing uses pre-built campaigns that trigger based on customer behavior or calendar dates. This includes maintenance reminders, seasonal prep deals, tips and tricks content, and exclusive offers.

Why It Works

Email marketing automation can close up to 80% more sales through consistent follow-up. Additionally, personalized emails produce a 139% increase in click-through rate compared to generic messages.

How to Implement

• Set up drip campaigns: "Set it and forget it" automation runs on predetermined schedules
• Segment your list: Group customers by location or service history for personalized messaging
• Send monthly newsletters: Feature current specials, new additions, and community involvement

Building Your Email List

The challenge for most pool equipment stores is capturing emails in the first place. This is where visitor identification tools become essential—identifying anonymous website visitors and converting them into email subscribers.

Pro Tip: Review email marketing examples to see what high-performing campaigns look like across retail industries.

5) SMS/Text Marketing for Time-Sensitive Offers

Best For: Flash promotions and immediate customer engagement

What It Is

SMS marketing delivers promotional messages directly to customers' phones. Unlike email, text messages are read almost immediately—making them perfect for last-minute appointments, flash deals, and seasonal reminders.

Why It Works

Everyone reads their texts. SMS gets messages in front of customers fast, and the immediacy makes it highly effective for time-sensitive offers.

How to Implement

• Get explicit opt-in: Always secure permission before texting customers, and include opt-out language
• Keep messages brief: Short and sweet performs best
• Automate reminders: Schedule seasonal maintenance notifications automatically
• Use geo-targeting: Enable location-specific promotions for local events

Real Example

EML Pool & Spa uses SMS to increase customer satisfaction by communicating appointment updates and promotions without requiring staff to use personal phones.

Pro Tip: Combine SMS with email for a multi-channel approach—use email for detailed content and SMS for urgent, time-sensitive alerts.

6) Customer Referral Reward Programs

Best For: Low-cost customer acquisition through word-of-mouth

What It Is

A referral program incentivizes existing customers to recommend your store to friends, family, and neighbors. Rewards typically include gift cards, free service visits, or discounts on accessories.

Why It Works

The data is compelling: 92% of consumers trust referrals from people they know. Plus, acquiring a new customer can cost five times more than retaining an existing one, making referrals one of your most cost-effective acquisition channels.

How to Implement

• Add referral CTAs everywhere: Include on invoices, emails, and in-store signage
• Make rewards worthwhile: "Get your next pool cleaning FREE for any referral who becomes a client"
• Track results: Use your CRM to monitor referral methods that generate the most business
• Reward both parties: Give incentives to both the referrer and the new customer

Real Example

PostcardMania suggests adding this line to invoices: "We LOVE referrals!" Get your next pool cleaning FREE for any referral who becomes a client.

Pro Tip: Use Opensend's Reconnect to identify when referred visitors return to your website, enabling personalized follow-up that increases conversion rates.

7) Flash Sales & Limited-Time Offers

Best For: Driving immediate action and managing inventory

What It Is

Flash sales are short-duration promotions—typically 24-72 hours—that create urgency and prompt quick purchasing decisions. They work across all channels: email blasts, SMS alerts, social media posts, and in-store signage.

Why It Works

Flash sales accomplish multiple business goals:

• Move excess inventory or seasonal closeout items
• Generate immediate revenue spikes during slow periods
• Create social media buzz and shareable content

How to Implement

• Keep windows tight: 24-72 hour offers create genuine urgency
• Promote across channels: Use email, SMS, and social media simultaneously
• Feature specific products: Deep discounts on select items, not store-wide percentages
• Plan for offseason: Run hot tub events during winter to maintain visibility

Real Example

Successful pool retailers offer seasonal packages for pool opening, maintenance, and closing services to attract new customers and keep existing ones engaged year-round.

Pro Tip: Flash sales require a strong email list to maximize reach. Focus on building your subscriber base during peak season so you have an audience ready for offseason flash promotions.

How Opensend Helps Pool Equipment Stores Capture More Customers

Every promotional strategy in this guide depends on one thing: reaching customers. Whether you're running a loyalty program, sending email campaigns, or launching flash sales, you need contact information—and most website visitors leave without providing it.

Opensend addresses this challenge by identifying anonymous website visitors and capturing email addresses for marketing outreach when legally permissible.

Why Opensend Works for Pool Equipment Retailers

Identify High-Intent Shoppers: Opensend Connect detects visitors browsing your pool equipment pages and captures their contact information in real-time. Instead of losing 98% of your traffic, you can engage shoppers who showed genuine interest in your products.

Unify Customer Data Across Devices: With Opensend Reconnect, you can recognize returning visitors across devices—so when someone researches pool pumps on their phone and returns on desktop, you maintain a unified view of their journey.

Recover Lost Email Contacts: Email lists degrade over time as people change addresses. Opensend Revive automatically replaces bounced emails with active addresses for the same users, keeping your list healthy and your campaigns effective.

Build Smarter Ad Audiences: Opensend Personas uses AI to create targeted customer cohorts based on real purchase and behavioral data, integrating seamlessly with Google and Meta for more effective paid advertising.

Integration That Fits Your Business

Opensend integrates with popular platforms pool retailers already use, including Shopify, Klaviyo, and other major e-commerce and email marketing tools. Check Opensend's success stories to see how retail brands achieve measurable ROI from visitor identification.

Frequently Asked Questions

What are cost-effective promotion ideas for a small pool equipment store?

Start with low-investment tactics: referral programs cost nothing until they generate business, loyalty programs can use simple punch cards, and email marketing automation is affordable with modern platforms. These three strategies build on your existing customer base without requiring large ad budgets.

How can I use social media to promote my pool equipment business?

Focus on educational content—pool maintenance tips, seasonal preparation guides, and product demonstrations. Flash sales announced exclusively on social media drive engagement and followers. User-generated content from satisfied customers provides social proof that builds trust.

What kind of sales promotions are most effective for pool filters and pumps?

Bundled equipment discounts work particularly well for big-ticket items like filters and pumps. Offering tiered discounts—the more equipment pieces replaced together, the better the deal—encourages customers to make larger purchases while feeling they're getting value.

How can I attract customers looking for "pool equipment near me" online?

Optimize your Google Business Profile with accurate hours, photos, and customer reviews. Create location-specific landing pages on your website. Run Google Ads campaigns targeting local keywords, and use Opensend Personas to build lookalike audiences for paid social campaigns.

What's the best way to encourage repeat purchases for pool chemicals?

Loyalty programs are ideal for consumables like chemicals because customers need them repeatedly throughout the season. A points-based system with no expiration gives customers a reason to return rather than shop competitors. Combine this with automated email reminders when it's time to reorder.