Fuels

How to Optimize the Car Wash Menu and Maximize Sales

Car Wash
Photograph: Shutterstock

The coming months hold a lot of promise for convenience-store retailers as motorists resume their regular commuting and traveling routines. Sales across categories have a chance to expand—from retail to foodservice to the forecourt—and the car wash is no exception.

An April 2021 report from Verified Market Research forecasts the car wash market will grow from its $35.04 billion valuation in 2020 to reach $44.73 billion by 2028, imputing a compound annual growth rate of 3.1% between 2021 and 2028.

A number of factors contribute to this potential for growth: Post-pandemic consumers may prefer to drive than to take public transport, increasing new car registrations and potentially the number of miles driven per capita. Busier schedules will likely increase demand for time-saving solutions—making the car wash preferable to an at-home cleaning. And with many consumers reporting their financial situations have improved since the pandemic’s onset, c-store shoppers may be more likely to purchase a wash—and even pay a premium for added services.

Seeking custom solutions

In addition to demand-driving factors, retailers upgrading their car wash offerings has played no small role in growing category sales. Many c-stores have improved the efficacy and efficiency of their wash options, and some have added convenient options such as mobile purchasing, loyalty programs, subscription packages and more, helping to keep consumer retention high.

Retailers can best leverage the coming months to increase sales by optimizing their wash offerings with in-demand services and by competitively marketing their wash. When building the car wash menu, c-stores can cater their offerings to each site’s specific consumer base. Asking some key questions can help identify consumers’ top priorities: For example, are consumers looking for a touchless wash, a soft-touch wash or a choice between the two? How frequently do customers upgrade their wash with premium add-ons, such as insect removal, clear coats, polishes and more? Are they seeking environmentally friendly options?

Menu design and layout is crucial, too: A menu that clearly lists package offerings and appears up to date is a must, and it’s important that the menu indicate what features come with each upgrade to help make the sale on premium washes. And for certain demographics, translating the menu into other languages is a key consideration.

Of course, each retailer’s consumer base is different. For this reason, choosing a trustworthy carwash manufacturer and chemical provider to consult with during menu development makes a world of difference. Working with the experts at Mark VII, for example, can help establish a clear path to success. From assessing site compatibility in designing a wash, to discussing add-on services and pricing, to developing merchandising strategies and more, Mark VII offers an array of standard and premium wash solutions to help retailers develop a best-fit wash system consumers will come back for again and again.

To learn more about products and services from Mark VII, visit www.markvii.net.

This post is sponsored by Mark VII Equipment

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