In an industry with razor-thin profit margins, convenience stores know the benefits foodservice programs can bring to the bottom line, but they may not be considering the humble car wash. Stepping up services in this area will open up another ancillary profit stream.
According to the International Carwash Association, profits for a self-service car wash can rake in at least an additional $41,000 per year, at about $4.35 per wash per vehicle for in-bay automatic car washes. Here are a few tips and tricks to consider when building a profitable car wash and loyal customer base.
Make your site stand out
When it comes to marketing the car wash, the importance of strong signage cannot be overstated. Even in already high traffic areas, using eye-catching icons and logos and colorful signage on exterior buildings, along the road, at the pump and in the c-store will alert customers about your carwash, whether they’re just driving by or fueling up. A glow from a wash bay can be a highly effective marketing tool to draw more attention to the wash site. Make the site stand out online, too. Consider leveraging social media marketing like targeted Facebook ads that can ping potential customers within a specific mile radius of the store.
Sell through your activation system
Setting the right price for washes is step one, but don’t forget to leverage an activation system to upsell top wash packages. Newer, higher-tech activation systems these days can offer more choices on touchscreens at the site in order to be more aggressive with sales. It’s also important to pitch potential customers at the pump. Include reminders about the car wash on touchscreens there and include coupons or deals on printed receipts to encourage them to come back.
Consider revenue-enhancing add-ons
Offering little extras like protective waxes and sealants, undercarriage washes, wheel scrubs and other detailing can boost car wash profits for just a few dollars more to the customer. Special sealants can add extra shine, streak-free drying and extra protection against rain and other weather.
Give them a show
An innovative, well-lit activation system is the first step to creating an easy, enjoyable carwash experience, but consider lighting, sleek curves and other design features for inside the bay itself. LED-operated finishing sealants can add a pop of color to round out the experience.
Set up a membership program
Get repeat customers and build a loyal following by offering a membership program. Allow customers to earn discounts and free washes for coming back, or consider a subscription option for monthly, unlimited washes. Combine this with new and advanced software that can help c-stores collect more data about their customers and understand their preferences in order to build better marketing campaigns. And, don’t forget to engage with the community, such as by partnering with a local charity or organization during a grand opening or other event to donate a portion of the day’s proceeds, for some low-cost, but highly-effective PR.
This post is sponsored by Ryko Solutions