Connecting With Millennial Customers

The pool and spa industry is rapidly evolving, and so are the expectations of its customers.

Millennials, the next wave of pool and spa buyers, bring unique challenges and opportunities for businesses. Understanding their preferences and adapting your marketing strategies is crucial to getting ahead and staying ahead.

Here, we provide some of the key challenges these generations present and the solutions to meet their needs effectively.

UNDERSTANDING THE NEXT GENERATION

CHALLENGE: TECH-SAVVY & DIGITALLY NATIVE

Millennials have grown up immersed in technology. From smartphones to social media, their lives are deeply intertwined with digital experiences. For businesses in the pool and spa industry, this means that a strong online presence is no longer optional.

These generations expect seamless digital experiences across all platforms, whether they're browsing Instagram, searching for products on a mobile-friendly website, or interacting with a brand on TikTok.

SOLUTION: OPTIMIZE YOUR DIGITAL PLATFORMS

To meet these expectations, ensure that your digital platforms are visually appealing by today's standards, user-friendly, and accessible across all devices — mobile, desktop and tablet. According to data from Statista, over 60% of web traffic in the United States now comes from mobile devices. Investing in a robust online presence that prioritizes mobile optimization is crucial. By doing so, you'll cater to the tech-savvy expectations of these younger consumers, making it easier for them to connect with your brand.

CHALLENGE: ALIGNING WITH SOCIAL AND ENVIRONMENTAL VALUES

Millennials are known for their strong social and environmental values. They are more likely to support companies that align with their beliefs, particularly those focused on sustainability, transparency, and social responsibility.

According to Nielsen's Global Corporate Sustainability Report, 73% of Millennials are willing to pay more for sustainable products, highlighting the opportunity that comes with aligning your business with these values.

SOLUTION: CLEARLY COMMUNICATE YOUR BRAND VALUES

Your brand's values should be clear and reflected in your marketing. Whether it's using eco-friendly materials, supporting community initiatives, or being transparent about your business practices, showing that your company cares about more than just profits can build trust and loyalty with these consumers. Emphasize these efforts to connect more deeply with socially conscious consumers.

CHALLENGE: STANDING OUT WITH PERSONALIZATION

In a crowded market, personalization is key. The next generation values products and experiences tailored to their individual preferences, and expects businesses to understand and cater to their unique needs.

SOLUTION: IMPLEMENT MULTI-TIERED PERSONALIZATION STRATEGIES

A study by Epsilon found that 80% of consumers are more likely to purchase from a brand that offers personalized experiences, but what does that look like in the real world? While that can usually mean making recommendations based on what a consumer already has in their cart, to truly stand out, consider implementing multi-tiered personalization strategies that go beyond simple product recommendations. Here are a few ideas:

1. Behavior-Based Personalization: Track customer behavior across your website, social media, and email interactions. Use this data to create personalized marketing campaigns that reflect their interests. For example, if a customer frequently views content about luxury pools, you could send them exclusive offers or content related to premium pool designs.
2. Customized Customer Journeys: Develop different customer journeys based on where they are in the buying process. For instance, someone who has just installed a new pool might receive a series of follow-up emails offering maintenance tips, tutorials on maximizing pool enjoyment, and exclusive discounts on related products like pool covers or cleaning services.
3. Interactive Personalization: Offer interactive tools on your website, such as a quiz that helps customers find the best pool or spa accessories based on their preferences. The results can then be used to tailor future communications and offers.

LEVERAGING TECHNOLOGY FOR ENGAGEMENT

As the pool and spa industry competes for the attention of Millennials and Gen Z, we've established that just being online won't cut it. Thankfully, with these new generations also comes new technology that you can use to your advantage to stand out in a crowded market.

CHALLENGE: MAXIMIZING THE POWER OF VIDEO CONTENT

Video content is king when it comes to reaching new social media audiences. Cisco's Visual Networking Index predicts that video content will make up over 80% of all internet traffic by 2024, underscoring its importance in your social media strategy. While some businesses might find creating video content daunting, the reality is that it's a crucial tool for engaging with today's (and tomorrow's) digital-savvy consumers.

SOLUTION: EMBRACE VIDEO TO CAPTURE ATTENTION

Start incorporating video into your content strategy in a way that aligns with your brand's voice. This could include tutorials on pool maintenance, customer testimonials, or even live streams of product demonstrations. Short, snappy videos are particularly effective on platforms like Instagram and TikTok, where younger audiences are most active. But keep in mind that Youtube and Youtube Shorts make it easy for your video to be found over and over again for years to come. Luckily if you create one video, you can share it across multiple platforms. Pro tip: Make sure to use a free tool to remove any watermarks left from the other platforms.

CHALLENGE: MAINTAINING A RELEVANT SOCIAL MEDIA PRESENCE

Social media is where Millennials spend much of their time, making it an essential platform for reaching them. However, standing out in a sea of content is becoming increasingly difficult, as more and more business owners begin to take social media seriously as a lead generation platform.

SOLUTION: CREATE ENGAGING, AUTHENTIC CONTENT

To engage the next generation, focus on creating content that resonates with them. This means being active, authentic, and relatable. Use visually compelling content, share behind-the-scenes insights, and involve your audience through interactive posts like polls, quizzes, and live Q&A sessions. Authenticity is key — avoid overly polished content and instead, focus on being relatable and genuine.

CHALLENGE: BUILDING TRUST IN AN AGE OF SKEPTICISM

Millennials are more likely to trust recommendations from influencers or peers than traditional advertising, making it challenging for brands to establish credibility.

SOLUTION: PARTNER WITH INFLUENCERS AND ENCOURAGE USER-GENERATED CONTENT

According to Nielsen, 92% of consumers trust recommendations from individuals over brands, highlighting the power of influencer and user-generated content in building credibility. Partnering with influencers who align with your brand values can help you build trust and reach a wider audience. Additionally, encourage satisfied customers to share their experiences on social media, turning them into brand ambassadors. Usergenerated content not only validates your products but also creates a sense of community and trust among potential customers.

PRIORITIZING CUSTOMER EXPERIENCE

The way customers experience your brand can be the deciding factor in whether they stay loyal or move on to a competitor. For Millennials and Gen Z, a seamless, responsive, and consistent customer experience is not just appreciated — it's expected. Let's explore how you can prioritize and enhance the customer journey to build lasting relationships.

CHALLENGE: PROVIDING A SEAMLESS OMNICHANNEL EXPERIENCE

For Millennials and Gen Z, the customer experience should be seamless across all touchpoints — online and offline. Whether a customeris browsing your website, visiting your retail store, or interacting with your brand on social media, the experience should be consistent and smooth.

SOLUTION: ENSURE CONSISTENCY ACROSS CHANNELS

To build trust, ensure your website is mobile-friendly, your in-store staff is knowledgeable and friendly, and your social media channels are responsive. Having a clear brand through fonts, colors, logos, and even mascots also creates consistency across all customer touchpoints. This not only builds trust but also leads to long-term customer relationships because the customer knows what to expect when working with you.

CHALLENGE: DELIVERING RESPONSIVE CUSTOMER SERVICE

Prompt and helpful customer service is a non-negotiable for Millennials and Gen Z. Whether it's through social media, chatbots, or email, being available to answer questions and resolve issues quickly can make or break a customer's experience.

SOLUTION: INVEST IN EFFICIENT CUSTOMER SERVICE TOOLS

Invest in customer service tools that allow for quick and efficient communication. Additionally, consider offering multiple channels for support so customers can reach you in the way that's most convenient for them.

According to a study by Microsoft, 90% of consumers expect an immediate response when contacting customer service, making speed and efficiency critical components of your strategy. But this is also important to keep in mind when deciding what not to do. For example, if you don't have someone who can monitor your chatbot and respond in a timely, knowledgeable manner, it's better to not have a chatbot.

CHALLENGE: BUILDING CUSTOMER LOYALTY IN A COMPETITIVE MARKET

With so many choices available, retaining customers can be challenging, especially when they are constantly exposed to new brands and products.

SOLUTION: DEVELOP A COMPREHENSIVE LOYALTY PROGRAM

Loyalty programs are an effective way to keep customers coming back, but for the next generation, these programs need to offer real value. Discounts, exclusive content, early access to new products — these are the types of rewards that resonate. Consider creating a tiered loyalty program that rewards not just purchases but also engagement, such as sharing photos of their pool on social media or referring friends to your business.

STAYING AHEAD OF TRENDS

Yes, this can mean the latest TikTok dance, but it can also mean being aware of and implementing new technology into your marketing.

CHALLENGE: KEEPING UP WITH RAPIDLY CHANGING SOCIAL MEDIA TRENDS

Social media is constantly evolving, and so are the trends that come with it. To stay relevant, it's important to keep an eye on what's popular and adapt your marketing strategies accordingly.

SOLUTION: MONITOR TRENDS AND BE AN EARLY ADOPTER

Whether it's the latest TikTok challenge or a new Instagram feature, being early adopters of these trends can give your brand a competitive edge. Just be sure that any trends you participate in align with your brand's voice and values.

CHALLENGE: INTEGRATING NEW TECHNOLOGY INTO THE CUSTOMER EXPERIENCE

Staying current with the latest technology and tools is one way to meet the evolving needs of the next generation in unexpected ways and help you stand out from the crowd quickly. This could mean anything from adopting new CRM software to incorporating virtual reality (VR) or augmented reality (AR) into your customer experiences.

SOLUTION: INVEST IN INNOVATION

For example, using AR to let customers visualize a pool design in their backyard before making a purchase can be a game-changer. Not only does it enhance the customer experience, but it also sets your brand apart as an innovator. When you're one of the first in your space to implement a new type of technology, it tells your customers that you're paying attention and are ahead of the learning curve.

CHALLENGE: ADAPTING TO RAPIDLY CHANGING CONSUMER EXPECTATIONS

Keeping up with the evolving preferences of Millennials can shift quickly, and businesses need to stay agile to remain relevant. However, understanding what these generations want next can be challenging without direct insight.

SOLUTION: ACTIVELY SEEK CUSTOMER FEEDBACK AND IMPLEMENT INSIGHTS

Make it a priority to actively seek feedback from your customers. By regularly collecting input through surveys, social media polls, and direct communication, you can gain valuable insights into these emerging trends and shifting preferences. This not only helps you anticipate changes in the market but also shows your customers that you value their opinions and are committed to meeting their needs.

WRAPPING IT ALL UP

Connecting with Millennials in the pool and spa industry might feel like diving into the deep end without your water wings, but by leveraging technology, personalizing experiences, and staying ahead of trends, you won't just be keeping up — you'll be leading the way.

And while it may sound like a lot to consider, at the end of the day these consumers want more than just products; they're seeking meaningful relationships with brands that understand them and their values. So, pull up your arm floaties, put on your creative goggles, and fearlessly dive into building strong, lasting connections with your soon-to-be best customers.

Laci Davis is the co-founder of both Grit Game Marketing and The Grit Game rep firm. Both organizations aim to empower potential within the pool and spa and backyard leisure industries.

This article first appeared in the October 2024 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.