Retailers continue to get creative with their displays, finding new ways to engage customers despite the craziness of this year.
Store Manager Josh Davis and his team at Baker Pool and Spa in Chesterfield, Mo. are no exception. As restrictions lifted and they prepared to welcome customers back, Josh tasked his team with finding fun ways to engage their clients. To get started, Josh dug around his basement and pulled out “Enzo,” Natural Chemistry’s advertising mascot from over 20 years ago.
“I was working at a different pool store at the time and asked my rep for something I could use to create a store display,” says Davis. “My rep was Jay Bertschy – he sent a box with Enzo and told me it was the last one.” Davis successfully used the stuffed Enzo back then and people always noticed it, especially kids with parents. “Enzo provides a big happy face on the rack. He’s very welcoming.” Josh knew Enzo’s grin would be appreciated by customers coming in for the first time after they’d been closed during quarantine. The team started by putting Enzo on a new display rack. “Two of my seasonal workers, Logan and Kyle, came up with the design and created custom artwork.”
Another one of Josh’s team members, Megan, was inspired and launched an Enzo coloring contest to engage customers and their kids. It was highly successful, with parents even taking home sheets to kids who were home from school in need of something to do.
Coincidentally, Natural Chemistry launched a display contest among dealers, so Baker submitted photos of their new Enzo display and the coloring contest. Using creativity and bringing Enzo out of retirement landed Baker Pool and Spa the first place prize of $500, as well as a very positive response from customers.
