Once a customer establishes a relationship or identifies with a particular car wash, changing their mind and flipping their loyalty is more easily said than done. And the most common challenges to this loyalty, which usually involve a combination of price wars, promotions, and advertising blitzes, are costly with varying mileage.
But that doesn’t mean wooing your competition’s customers is impossible. In fact, provided you can nail the following three factors and keep up with the basics like good customer service and facility cleanliness, your chances are surprisingly positive!
Radio Frequency Identification (RFID) tags were a revolution in the car wash industry, giving operators a simple, low-maintenance method to manage subscription membership programs. These memberships, which include loyalty programs and unlimited clubs, stand as a perfect win-win for customers who want to maintain their vehicle’s appearance with more frequent monthly washes at a lower cost as well as sponsoring car washes looking to build a steady customer base. Once installed in the customers’ vehicle, the RFID tags work with the car wash database and point of sale systems to allow automatic wash admittance and wash package selection per the customer’s chosen membership level.
In its third month of operation, Tommy’s Express Car Wash of Grandville, Michigan puts the best of the Totally Tommy car wash design on display. At night drivers look through the microbrewery-style bay windows to glimpse the brightly glowing LEDs mounted on stainless steel arches. During the day customers steadily queue in the triple paylanes to ride through the tunnel before pulling out into the free dual drop vacuum stations.
But it’s a relatively new addition to this proven car wash formula that’s creating some new excitement: the Rhino-Mat Automatic Mat Wash & Dry System.
If the car isn’t dry, it isn’t clean. Too many car washes do a decent job of providing high power cleaning that leaves customer vehicles dirt-free, polished, and even waxed but that doesn’t completely dry the vehicles as they are rolling away. This can result in streaking and dust collection as the wet vehicle travels, spoiling the ‘perfect shine’ that so many customers have rightly come to expect.
Our last post highlighted Tommy Car Wash System’s emphasis on quality components as the foundation for a great car wash. Today we’re taking a quick look at another great solution for modern car wash systems that excels in both design and real world application: The Tommy Car Wash Systems FLOPRO Wall Mount Control Panel. This system is a smaller scale version of the Tommy POD intended for installation in existing car washes (not our own Totally Tommy building designs) undergoing renovation and retrofitting projects. The panel is full length but easily fits into standard dry backrooms.