NYSCWA Venus vs. Mars - Spring 2010

Since I travel about 50 miles a day in my car going to different offices using very different roads I would list the reasons a consumer visits a wash today as convenience, quality, service, value then price.  I think if a consumer takes the same route every day, however, it would be a little different since they probably pass a few washes along the way so they would probably pick the quality of service and price since convenience is built in with their commute. 

I am amazed about the number of new locations being built even though our industry has struggled to earn a profit the last several years. It seems that a new carwash is being built every few miles and sometimes as close as across the street. With the huge capital investment it takes to build a new wash, I find it hard to understand what the new investors are thinking when they build a carwash a few blocks away from a busy wash. I know the fast food industry has done this for years, but I don’t feel the same concept works for carwashes.   When the locations are too close you may be lucky and break even, but investors don’t build a business to break even — they want and need to make a profit.

When driving in my car and needing a wash I have a few favorites washes I frequent. Of course, I have my favorite full-service wash. It happens to be owned by a good friend of mine and I have to say by far the wash is superior to any other wash I visit during my drive. In fact, to go to this wash I go in completely the opposite direction by about 20 minutes, but when I need my windows clean I go out of my way.  During the workday, when I am driving between offices and I need a carwash, convenience is my top priority.

I can tell you that quality comes next because I have stopped by a few washes once and then never returned.  A $5 wash over a $9 wash means nothing when the entire back of your car is dirty when you leave. Regardless of the price, if I get a bad wash I won’t return. There are just too many carwashes around that will give you a high-quality wash so I don’t have to settle. I won’t settle.

I really don’t feel that speed is a factor because rarely do you see long lines except after a snow when the roads have been salted. As long as it is within reason, and the customer leaves the wash with a great carwash, he is happy. We all understand that quality takes time.   I think consistent quality needs to be a major priority with operators.  Unfortunately, when we get busy sometimes quality can take a back seat. You never know if someone is new to the neighborhood or more importantly new to the commute, and you may only get one chance to make a good impression.

Well, that is the magic question these days. What are customers really looking for in this bad economy? Does anyone really have a definitive answer on that? Probably not, but we can speculate and focus on what we believe to be the answer to help keep the customers coming and perhaps even increase volume. One thing is for sure though, when the cars are dirty customers are still coming to the carwash in a big way. But unless you are willing to depend on Mother Nature to provide the customers to you, it is important to know what today’s customer is looking for.

The question asks, “Is it speed of service, convenience, value, price or quality of service?” These are all key factors in the overall experience a customer will have at your wash. I have to believe that a combination of these five components is what will make your business successful. I do not believe that you can focus on any one and slack on the others. Convenience is something you really don’t have much control over. If your wash is convenient to one client the next client may not see it that way. You will draw a certain amount of business because of those who feel it is convenient to come to you. However, there are certainly a large percentage of people who would venture on an inconvenient trip to a carwash that provides exceptional service. In addition, the bargain hunter may go out of his way just to save a buck or two.

These days, consumers are definitely more conscious about how they spend their money than they were a few years ago. That’s why I believe as someone providing a service to the public that we need to give the “total” experience. I think you will get the greatest response by offering a quality service at a reasonable price that is perceived to be a good value. By definition value does not mean cheap, it means the price is worth the service being provided. If one does not feel that your carwash is providing value to them, whether the price is $5 or $50, why should they spend their money there?