Now accepted as a key profit center for retail petroleum and C-Store locations, carwash is a dynamic and important element of successful retail petroleum offerings. Just like other site business units, carwash requires keen attention and savvy marketing to optimize its profit potential. Many owners of underperforming stores are renovating their current car wash with leading edge best practices being pioneered at professional car washes. We know what’s feasible and what isn’t. After a complete technical and operational inventory, we select and retain as much existing infrastructure as possible, and then recast and reposition the site to enjoy a fresh stream of revenue and a long-term renaissance within the community.
Above left, Bread Box makeover number 2 includes FREE self serve central vacuums to better compete with Express Exterior Tunnels. Learn more about the Bread Box makeover from owner Chuck Baine http://www.youtube.com/watch?v=IWhSaC1kK38
The competitiveness of petroleum marketing and convenience retailing has made fuel margin growth doubtful at best. Retailers now look to non-fuel products to generate higher margins. A common initiative is retail car washing. Many petroleum retailers have not been satisfied with their investment in retail car washing. We have identified substantial opportunities to improve your retail car wash operation and profitability. Our four keys to success follow:
Form / Reorganize your Car Wash Business Unit
Why is it that Retail Petroleum car washes do not achieve satisfactory ROI when they are on the best real estate, enjoy the best ingress and egress, offer tremendous convenience and are associated with well known and respected brands? The Elephant in the Room is No Commitment to Car Wash Operations. If you want to run a successful car wash, you must commit to operational excellence like you do for your gas, C-Store and QSR. Staff properly, adopt car wash best practices and standardize business processes across the retail network so that excellence in execution becomes a reality.
Elevate the Consumer Experience and Brand the Car Wash
There are clear consumer brand experience differences between “gas station car washes” and “professional car washes” when one analyses store design, car wash placement on the lot, grooming and dress of the greeter, customer service, landscaping, lighting, signage, branding, quality and consistency. As consumers are offered enhanced car wash experiences at professional car washes like Express Exterior Car Washes, they will continue to be less accepting of traditional gas station car wash experiences. Compete with professional washes by offering a convenient, quality customer experience.
Integrate automated Payment for seamless any-site Redemption
Most retail petroleum car wash owners have already achieved a convenience advantage over their professional car wash competitors through scale – yet they do not leverage their advantage. Petroleum marketers must continue to take advantage of the proven methods used in the professional retail car wash industry to improve profitability. All Site Redemption allows existing payment terminals to redeem Loyalty Programs at any car wash in their chain. It delivers gift card sales, club card sales, cross merchandising with store items and above all, maximum convenience.
Enhance Management Information Infrastructures
Car wash management software is available in subscription format – software-as-a-service (SaaS). It seamlessly integrates with existing car wash payment terminals. SaaS is an on-going monthly expense rather than a large one-time outlay so you can get into it and out of it easiy without losing a large initial investment. Car wash financial and operational data is tracked in real-time and converted into powerful, timely business information. Data is stored on secure SQL servers off-site lowering IT overhead, delivering inherent data backup and offering access from any internet device.
These initiatives have proven to reposition and revitalize retail petroleum car wash sites to enjoy a fresh stream of revenue and renaissance with their customer base.
Bread Box 10 Step Extreme Makeover
- Removed old equipment, cleaned the building added New white plastic paneling, New Lights, New Window for Natural Light
- Re-painted car wash building with two tone colors on the block
- Roof “Car Wash” sign to soften the boxy shape, clarify the nature of the service offered and enhance perception of value
- Updated pay point to accept code, cash, credit, and Any-Site Redemption of Loyalty Cards
- Added pay point canopy with under lighting to invite day and night usage and match roof sign to reinforce message
- Added FREE Vacuums with top wash to give the unexpected extra value and better compete with professional car washes
- Enhanced speed of service with new equipment and free standing dryer
- Added dryer canopy to deliver perception of a larger facility and more valuable service
- Developed and integrated “B-Clean Car Wash” brand and reinforced it on cashier change mats, in store signs, pump toppers, menu boards and instructional signs.
- Re-organized staff to identify car wash responsibility. Added obligatory on-going car wash training and education supported by contracted service for Preventive Maintenance, Keep-Fill Chemical Service and Quality Assurance Auditing