“Carwashes must dare to stand out”
Carwashes that want to attract more customers should dare to stand out and bet on “wow moments. So says Wout De Taeye of Everybody Happy, a Belgian consulting firm that focuses on brand experience and customer loyalty.
According to Wout, carwashes are often not innovative enough. “They basically all do the same thing of course,” says Wout De Taeye. “They make sure you will drive around with a clean car again. However, there is a lot to be gained by differentiating yourself. Since the Corona crisis a distance with the customer has grown. They no longer know who their customers are and there is no customer loyalty, so retaining and attracting new customers is more difficult.”
Voice of the customer
The voice of the customer is often underestimated, according to Wout. “The carwash business is a local business,” says Wout De Taeye. “Existing customers are actually the ideal ambassador for your business. Above all, listen to your clientele who have already chosen you. Listening is the beginning of new growth.
Wow moments
Carwashes best create as many wow moments as possible. “They can fill that in different ways,” says Wout De Taeye. “I myself had a wow moment at a carwash a few years back. I was driving outside and they cleaned my doors on the inside with microfiber wipes at no extra cost. I thought that was punishing. That is the reason why I still visit that particular carwash. They created customer loyalty by focusing on extra experience, the price then becomes secondary for me and many others.”
Carwash of choice
According to Wout, there are plenty of ways to stand out, but it is important to consider this. You can differentiate yourself on product, price, experience, service or accessibility. “In terms of price, for example, you can go for the lowest prices,” says Wout De Taeye. “You have to become the ‘carwash of choice’ again by putting yourself in the spotlight. Who are you and who do you want to be for your customers, that’s the first question.”
Opening hours
In terms of opening hours, you can also differentiate yourself, then differentiate yourself based on accessibility. “For example, a car wash that is always open on Sundays can attract customers who are too busy during the week,” says Wout De Taeye. “A self-carwash is of course open around the clock. In terms of customer contact there, you can invest in online applications, such as the ability to buy a subscription online.”
Target Group
You can also work by target group. “There are big differences on carwash users,” says Wout De Taeye. “You can come up with different formulas, for example, for a very young target group. They are usually proud of their first car, but polish it themselves to cut costs. If you can tie them to your brand, you’re off for many years.”
