A smart solution  

The basic idea behind a new series of products launched by Bayrol is to make pool care as simple as possible. The “Monthly Kits to 10 m³” offer a combination of everything needed for a whole month’s pool care. Once a week the pool owner just needs to slit open one of the four double pouch packs making up the kit and tip the contents into the water. The granulate then disinfects the pool and prevents the development of algae.
Customers can choose between two methods: the safe chlorine-based one, or the gentle active oxygen version. A special chlorine-based “Monthly Kit to 5 m³” has been developed for customers with smaller pools. This set, too, provides four weeks’ safe pool use.
The pricing of pool and care products is an important criterion for success at the POS. The “Monthly Kit” adheres to the principle of proportionality in pricing simply by offering a manageable quantity at a manageable price.
It is important to position care products in the store where the pools are sold. This is the only way to make customers aware of the need for such care without going to any great expense but to avoid what has been documented by a survey in America. There only 14 per cent of customers purchasing a US $ 350 pool were found to have the appropriate care products in their shopping trolley as well.
A special offer pallet from Bayrol is designed to give DIY stores and garden centres the opportunity to position the pool chemicals at the POS with the prospect of add-on sales. What is more, in the opinion of Michael Bencak, marketing director at Bayrol, this is the way to turn “one-time shoppers into customers who come back three or four times”.
As a rule, anyone with a pool in their garden wants to benefit from it all summer long. That is one of the reasons why the company sees what might well be an opportunity in the current discussion about adverse economic forecasts: if you can’t take a long summer holiday, perhaps you would like to enjoy the good weather at your own poolside.
At the same time the company intends to secure its market position by a service offer that lives up to the brand name. Good examples of the services offered are the numerous brochures explaining the products and their use, and providing valuable tips on all aspects of pool care as well. What is more, they are available translated into more than 20 different languages.