Swimart re-brands to support modern pool owners
Swimart’s annual conference proved the Australian dream of pool ownership is very much alive – albeit smarter and smaller – and that the local pool shop has evolved from selling chlorine and fixing pumps to providing expert advice on chemistry, technology and microbiology.
Nearly 200 delegates, including 65 franchise partners from Australia and New Zealand, descended on the Malaysian island of Langkawi to hear industry experts discuss the latest trends affecting one of Australasia’s biggest pool and spa networks.
“Smarter, smaller, cheaper, bluer: the traditional backyard pool is changing and along with it the needs and expectations of the people who take care of them,” says Swimart Marketing Manager, Nathan Hallahan.
“High-density living, energy-conscious property owners and time-poor professionals who place a high value on their leisure time are fuelling a trend for eco-friendlier, compact designs that provide the same level of enjoyment with a smaller footprint.”
Conference delegates were the first to learn of Swimart’s new business strategy, which will see its 75 franchise outlets across Australia and New Zealand, and a fleet of more than 250 mobile service vans, undergo a complete makeover.
Spearheaded by Executive Officer Rick Graham, Marketing Manager Nathan Hallahan and Franchise Development Manager Alex Johnson, the announcement signalled a new chapter for the 36-year-old Australian-owned company.
“What started out as a business and marketing audit has culminated in a clear vision to cement Swimart’s position as a category leader,” explains Hallahan. “It is time for the brand to evolve and reflect the true business we are in; Water. Because after 36 years, we know that happy pools equal happy people.”
Customer research insights
Swimart undertook comprehensive research into its customer base in a bid to better understand who was attracted to the brand and why they behaved the way they do.
“The data has since given direction to all brand cues including instore design and layout, staff training, website and social media, category treatments, and all aspects of customer interaction,” explains Hallahan. “After analysing our target customers’ path to purchase, we now have a clearer idea of where our marketing spend should be and the types of promotional activities we need to invest in.”
From a new business perspective, Hallahan says Swimart is at an exciting time in the company’s life cycle.
“We’re investing in the brand for future growth and working as one network on a strategy totally focussed on the customer needs, which is great for anyone looking to become part of Swimart’s franchise family,” he explains. “Ultimately, we want people to love life in their pool.”