Is your dive shop stocked with everything divers need, but missing the steady stream of customers to match? Or maybe business is steady, and now you’re looking for ways to take it to the next level.
Whatever stage you’re at, the success of your shop depends on getting more divers in, keeping them happy, and turning them into loyal customers.
That's not always easy in this industry, where you're not just selling products, but offering experiences and earning your customers' trust every time they suit up and get in the water.
And while achieving growth overnight is unlikely, there are several ways you can grow your dive shop business steadily moving forward.
Here are seven proven ways to grow your business and build a loyal community that keeps your doors open for years to come.
If you don’t truly understand your customers, how can you offer them the right trips, classes, or gear? And we’re talking about a lot more than just knowing their name, certification level, or age.
Are they just looking for a quick refresher course, or planning the trip of a lifetime? Do they care most about spearfishing, underwater photography, or protecting the reefs?
To figure that out, ask.
Send out a short customer survey or chat with regulars about where they want to go next, which gear brands they trust, and what skills they want to learn.
This helps you fine-tune your course schedule, stock the right gear, and create experiences your divers are excited to book.
It’s also helpful to ask yourself:
Related Read: Retail Customer Experience Best Practices for Dive Shops
Did you know that 45% of customers switch brands because of poor customer service?
Even if you offer top-notch certifications or expert gear servicing, poor communication can drive people away. Your dive customers want to feel confident, safe, and seen.
When they have problems, address them right away. If they have questions, answer them in an unhurried and thoughtful way.
Whether someone is nervous before their open water checkout dive or just unsure what fins to buy, how you respond matters. Customers should never feel awkward or uncomfortable about raising concerns, and they should always feel like you genuinely want to help them.
Use your point of sale (POS) system to keep detailed customer profiles, including certification dates, gear preferences, and past service history, so your team can give personal, knowledgeable service every time. (And make sure you follow up quickly after equipment drop-offs or dive class sign-ups.)
Social media also gives you an excellent way to listen to your customers — and if they have a great customer service experience, there’s a good chance that they’ll recommend you to others.
If you’re looking to grow your dive shop business in this day and age, it’s not enough to simply get customers to buy your products and services.
Even your best customers can drift if a nearby shop offers better rewards or more personalized service. To keep them coming back, you need to go the extra mile and foster a sense of loyalty.
That starts by creating opportunities for deeper connections.
Extending the length of your customer interactions, whether that’s in person, online, or post-dive, gives you a greater opportunity to create a positive experience and build a strong relationship.
Also, listening to customer feedback and providing useful and relevant advice — even if it means you have to occasionally direct your customer to another source — will help you establish loyalty with customers.
Here are some ways a solid customer loyalty program can help you reward divers:
84% of consumers say they’re more likely to stick with a brand that offers a loyalty program, and 66% say the ability to earn rewards actually changes their spending behavior.
To keep your customers from wandering, make sure:
It’s also a good idea to continuously review and tweak your offers so that you can meet current consumer demands.
63% of consumers make plans to visit a business after a good interaction on social media.
So, if you’re not using social media to grow your dive shop, you’re missing a huge opportunity.
A lot of divers scroll Instagram between dives, and many find their next class, trip, or shop through posts and stories. Plus, 71% of consumers are more likely to recommend a brand to others if they have a positive experience with it on social media.
Social media platforms like Instagram and Facebook let you connect with hundreds, even thousands, of people all at once without you having to spend a lot of money to attract new customers. You can engage directly with your community, share updates, and stay top of mind when someone’s planning their next underwater adventure.
Plus, listening to consumers and reading their comments helps you understand their shopping behavior and find ways to meet their needs.
Not sure what to post? Start with:
Social media is a powerful tool to connect, engage, and grow your dive shop one post at a time.
The success of your dive shop depends on the quality of training you provide, especially in a seasonal business where staff turnover is common.
Good training improves employee engagement and decreases turnover. When your staff feels supported and prepared, they’re more likely to stay loyal and go above and beyond.
Here’s how to improve your dive shop training:
Related Read: Why Retail Survival Depends on Investing in Employees
Dive expos, trade shows, and PADI regional events are great opportunities to grow your dive shop business.
How? First of all, it can be difficult to build a business if you’re sitting behind a computer screen every day. Attending industry events helps you open yourself up to new opportunities, such as connecting with influencers, finding mentors, and establishing yourself as an expert in your field.
If you’re not currently attending industry events, start making it an essential part of your business growth strategy.
You might leave with new gear lines, co-marketing ideas, or even your next trip partner. Plus, customers love it when you bring back new gear or fresh ideas from a big event.
Social responsibility demonstrates to consumers that your company is interested in more than just profit margins. And when it comes to a dive shop, that’s essential. Divers are passionate about protecting the waters they explore.
Here are a few easy ways to make an impact:
Whether you choose to get involved in a local, national, or global issue, showing concern for others can directly influence buying decisions for customers seeking to make an ethical purchase.
Corporate social responsibility can also help boost employee morale, resulting in greater productivity.
Workers want to feel emotionally connected to the companies they work for, and having a charitable cause to focus on helps employees feel that the work they’re performing is making a positive impact on their community.
Pay close attention to which of the above approaches work best for your business so you can use them again and again.
And while no single strategy will work for everyone, the most successful shops have one thing in common — they’ve learned to simplify the business side so they can focus on their customers.
That’s where Dive Shop 360 can help. It’s an all-in-one POS system built specifically for dive shops like yours.
Here are just a few of the ways it makes running your business easier:
Curious how it could work for your business?
Schedule a demo today to see how Dive Shop 360 can help you manage your dive shop business.