Revitalization-2014
Published on Nov 22, 2015
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PRESENTATION OUTLINE
"SITE REVITALIZATION"
MAXIMIZE PERFORMANCE FROM EXISTING SITES
"REVITALIZE YOUR WASH"
How can we evaluate and prioritize changes that will maximize the performance of an existing operation?
How can we evaluate and prioritize changes that will maximize the performance of an existing operation?
EXISTING OPERATIONS
- New Owners vs. Existing Owners
- Needs List vs. Wish List!
- Gain or Retain Market Share
- Complete Turnaround Strategy?
- Branding or Re-Branding
My goal is to trigger ideas and concepts that can be applied to all models of operation:
Self Serve, Automatic, Tunnel or combi sites,
What is the mix in the room?
New Owners & Existing owners will have completely different strategies to the development of their operations.
One thing holds true in either case...
If you are not growing and progressive... you are most definitely loosing ground to your competitors.
Self Serve, Automatic, Tunnel or combi sites,
What is the mix in the room?
New Owners & Existing owners will have completely different strategies to the development of their operations.
One thing holds true in either case...
If you are not growing and progressive... you are most definitely loosing ground to your competitors.
WHERE TO BEGIN?
- Complete-Unbiased Site Evaluation!
- Existing Performance & Presentation
- People; Greet, Inform, and then LISTEN!
- Decide What Feeds You & What Eats You.
DEVELOP A NEEDS LIST & A WANT LIST,
then TURN IT INTO A PRIORITY LIST
I have my own "RULES OF ENGAGEMENT" that make sense to me, but every operation has a unique set of needs.
The starting point is to make sure what you already have is working perfectly before you try to build on it.
then TURN IT INTO A PRIORITY LIST
I have my own "RULES OF ENGAGEMENT" that make sense to me, but every operation has a unique set of needs.
The starting point is to make sure what you already have is working perfectly before you try to build on it.
Photo by jev55
CUSTOMER PATTERNS:
- View from the street
- Ease of access.... lot navigation
- Clear directions, signage, etc.
- Bay functions, equipment operation
- Wash quality, equipment performance
Perform your Evaluation based on the same pattern your customers would use:
Approach the site and go through the process just as they would.....
Make notes at each point from the customer perspective.
Approach the site and go through the process just as they would.....
Make notes at each point from the customer perspective.
Photo by bob august
Curb Apeal
DOES YOUR IMAGE ATTRACT THE CUSTOMERS INTEREST?
What do our customers see as they approach?
Consider your signage, lot condition, landscaping, lightiing, door condition...
List shared ideas here:
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Consider your signage, lot condition, landscaping, lightiing, door condition...
List shared ideas here:
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Access and Egress
- Clear defined entry lanes.
- Who is first, who is next?
- Where do you stack customers?
- How do they exit when finished?
Is it easy for our customer to understand the traffic flow through the site?
What can we do to help?
List shared ideas here:
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What can we do to help?
List shared ideas here:
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EVALUATION
- We tend to get blind or complacent
- Compare your performance to others
- What Feeds you vs. What Eats you
- Customer feedback is the key
Equpment:
What we have in the back room determines the performance in the bay!
What we have in the bay determines our customer satisfaction.
Customer feedback exercise notes:
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What we have in the back room determines the performance in the bay!
What we have in the bay determines our customer satisfaction.
Customer feedback exercise notes:
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REVITALIZE!
SMALL CHANGES CAN HAVE BIG RESULTS!
Now take those notes from each point of your evaluation
Reverse the order, and develop your plan to make the changes and improvements.
Lets call this getting our site back to par.
Now we can build from there.
Be sure to take into account how you compare to the competition? What do you offer that they do not & vice versa?
HOW MANY PEOPLE HERE STOP AND WASH THEIR VEHICLES AT OTHER OPERATIONS SIMILAR TO THEIR OWN?
We need to Perform the same evaluation process to our competitor sites.
Reverse the order, and develop your plan to make the changes and improvements.
Lets call this getting our site back to par.
Now we can build from there.
Be sure to take into account how you compare to the competition? What do you offer that they do not & vice versa?
HOW MANY PEOPLE HERE STOP AND WASH THEIR VEHICLES AT OTHER OPERATIONS SIMILAR TO THEIR OWN?
We need to Perform the same evaluation process to our competitor sites.
Photo by MyTudut
BRAIN STORM
WHAT FEATURES MIGHT CUSTOMERS APPRECIATE?
Ok, we have taken our existing offering and made sure it is performing at it best... now we can build on it!
We have taken a look at other operations, found some new ideas
There are many opportunities for existing wash sites and MSO's (multi site operators) to make small changes that will:
- improve the customer offering
- raise customer satisfaction
- build loyalty
- increase revenue
Then, we can look at modernization and automation to simplify our operations.
What NEW features or services could be available at our wash site that customers will appreciate and pay for?
We have taken a look at other operations, found some new ideas
There are many opportunities for existing wash sites and MSO's (multi site operators) to make small changes that will:
- improve the customer offering
- raise customer satisfaction
- build loyalty
- increase revenue
Then, we can look at modernization and automation to simplify our operations.
What NEW features or services could be available at our wash site that customers will appreciate and pay for?
Photo by nayfy
Feature Evaluation Example
Typical rotary switch selections available on most washes that were built more than 10 years ago.
This would be the current wash customers absolute minimum expectation.
What do you think the average bay time per vehicle would be with this product offering?
What other features or function could we offer?
List shared ideas here:
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This would be the current wash customers absolute minimum expectation.
What do you think the average bay time per vehicle would be with this product offering?
What other features or function could we offer?
List shared ideas here:
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Feature Example 2
Typical rotary switch selections are now off the charts.... limited only by the owner/operators immagination... and budget.
Customer expectations are high, differentiation is one very important key to drive traffic to your site.
What do you think the average bay time per vehicle would be with this product offering?
More useful options = more bay time ...
Happier customer AND more revenue per visit
Customer expectations are high, differentiation is one very important key to drive traffic to your site.
What do you think the average bay time per vehicle would be with this product offering?
More useful options = more bay time ...
Happier customer AND more revenue per visit
In- Bay Auto Example
Typical In-bay Automatic menu board.
What can we do to improve customer satisfaction and drive revenue?
List shared ideas here:
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What can we do to improve customer satisfaction and drive revenue?
List shared ideas here:
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NEW SERVICES
ANCILLARY REVENUE PRODUCTS & SERVICES
THINK OUTSIDE THE BAY!
What other services can we offer that our customers will appreciate and pay for?
Examples:
Vending, express detail, windshield repair...
List shared ideas here:
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What other services can we offer that our customers will appreciate and pay for?
Examples:
Vending, express detail, windshield repair...
List shared ideas here:
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Photo by BonaBros
Dont Go it Alone!
- Share ideas and insight with other operators.
- Utilize the expertise in your market.
- This trade show is packed with pro's!
- Find innovative ideas for your model of operation.
- Focus on your "Needs List" first, not your "Want List"
Ok, we have our needs list and our want list developing... Now we need some experienced help to put it into action.
Network with other operators.
Ask for recommendations and referrals from other industry providers..
Be sure to request references, visit the sites when possible. Talk to the operators.
Build your team of providers, and allow them to share their expertise.
Network with other operators.
Ask for recommendations and referrals from other industry providers..
Be sure to request references, visit the sites when possible. Talk to the operators.
Build your team of providers, and allow them to share their expertise.
Drive Traffic to your Site!
COMMUNITY MARKETING, ADVERTISING, PROMOTION.
We have invested the capital to upgrade our facility & improve our customer offering. ....
now what?
If you build it they will come...? Not soon enough!
now what?
If you build it they will come...? Not soon enough!
Photo by epSos.de
Everybody's Doing it!
WHY NOT YOU?
Loyalty Programs.
Gift Cards.
Unlimited Wash Programs.
Multiple Use Wash Cards.
Marketing Brainstorming session:
List shared ideas here:
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Gift Cards.
Unlimited Wash Programs.
Multiple Use Wash Cards.
Marketing Brainstorming session:
List shared ideas here:
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Photo by Nick J Webb
MORE BRAINSTORMING ...
- Credit Card Acceptance
- Loyalty Programs
- Social Media Presence
- Remote Management
- Building Automation
MODERNIZATION OF YOUR OPERATION
Customer Convenience, if your wash is easy to use.. they will use it more often!
Implementation and management of Marketing Programs.
Operator conveniences and controls of the site.
Investor/Owner ease of access and piece of mind for MSO's or remote or absent from the site.
Customer Convenience, if your wash is easy to use.. they will use it more often!
Implementation and management of Marketing Programs.
Operator conveniences and controls of the site.
Investor/Owner ease of access and piece of mind for MSO's or remote or absent from the site.
RE-INVEST NEW REVENUE
- New Product Offering
- Paint & Landscaping
- LED Lighting
- PVC Paneling
- Poly Carbonate Doors
Remember that "Want List"
With the new revenue and expanding customer base we will soon be able to work on that list.
Still prioritize, stay informed, make it a dynamic document that you revisit year over year.
What are the current and popular trends in carwash?
Which ones will work best in your demographic and model of operation.?
If money was no object then great, lets just bring everything right up to date and away we go...
but that is usually not the case...
List shared ideas here:
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With the new revenue and expanding customer base we will soon be able to work on that list.
Still prioritize, stay informed, make it a dynamic document that you revisit year over year.
What are the current and popular trends in carwash?
Which ones will work best in your demographic and model of operation.?
If money was no object then great, lets just bring everything right up to date and away we go...
but that is usually not the case...
List shared ideas here:
1
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3
4
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PRIORITIZE.. THEN ACT ON IT!
- Get you site back to "PAR"!
- Add features and services that customers appreciate.
- Think outside the bay.. Create ancillary revenue.
- Develop marketing that will drive traffic to your site.
- Automate to modernize and for operator convenience.
Low Cost Innovation Ideas:
Pre Pay Programs: (can't automate..)
NEW appreciated Features:
Marketing:
Pre Pay Programs: (can't automate..)
NEW appreciated Features:
Marketing:
Photo by Luz Adriana Villa A.
ITS OK.. BE CREATIVE & HAVE FUN WITH IT!
SMALL CHANGES....... ONE AT A TIME
ENJOY THE PROCESS!
Photo by hartlandmartin
