Learning New Tricks from the Local Car Wash
By Al McClain
Can mainstream retailers learn anything from the local car wash? If you've ever heard retailers lament, "the big box guys are killing us," you know there is room for improvement, and car washes may have a few ideas.
A Wall Street Journal article reports on some of the added services car washes are introducing to better differentiate themselves at a time when big box retailers like Costco, Home Depot, Sam's Club, and Wal-Mart are at least testing car washes, and many supermarkets and c-stores offer them as well. (Typically, though, retailers offer limited service or "outside only" washes, versus the full service and higher priced approach.)
If you're a do-it-yourself car washer, you might want to check out a few full-serve car washes in your neighborhood to see how things have changed. Turtle Wax car washes, for example, have cut the time it takes for a wash from 15 minutes to ten, while adding Wi-Fi in waiting rooms; and next year will roll out aromatherapy scents for cars, internet kiosks, and turtles in aquariums (to amuse the kids, one would assume).
A number of car washes offer pick up and delivery service and/or wash your car while you shop or work. Others offer a satisfaction guarantee, and rain checks if it rains within the first 24-48 hours after your wash. Some have even opened companion dog washes.
Many car washes offer frequent washer cards with various offers and some offer monthly passes for unlimited washes, or discount coupon books for 5-10 washes - looking to increase revenue and frequency from existing customers.
In my area, the local car wash chain "Splash" offers a fast "hand wash," with a nicely decorated waiting area and a substantial greeting card section to keep you busy for a few minutes and add some margin. Another local chain offers free internet access and a spray gun for kids to squirt their car as it rolls by.
Moderator's comment: Can other retailers learn anything from the efforts of full service car washes to compete with bigger retailers offering self service or limited service washes?
Too often, retailers (and all businesses) are tempted to look only at direct competitors on a regular basis. All it takes is one good idea from another channel to spark new sales and profits. How about Wi-Fi access and internet kiosks targeted towards men waiting for women at department stores? Maybe an express greeting card department near the express checkout? - Al McClain - Moderator