Don`t Overlook Car

[industry view]
DAVID DOUGHERTY
is the senior product manager for in-bay
automatics for PDQ Manufacturing Inc., De
Pere, Wis. Reach him at David.Dougherty@
pdqinc.com.
Don’t Overlook Car-Wash Potential
T
hanks to razor-thin profit margins,
operators of retail-fueling locations
know that fuel sales are not enough to
keep the doors open and the bottom line
black. That’s why they are always looking
for ways to create ancillary profit streams.
It’s why they crowd the point-of-sale area
with potential impulse buys. It’s why they
offer two-for-$2 hot dog or 79-cent fountain drink specials. It’s why they flank the
entrance with an ice chest or propaneexchange cage (or both). And it’s why they
create and implement loyalty programs
designed to cultivate repeat customers.
However, too many operators of retailfueling locations are overlooking a prominent way they can maximize their bottom
lines: using that extra space on their lot to
install a car wash. Or, if they already have
a big rectangular box sitting on the corner
of their property, finding the best ways to
optimize its use and return on investment.
Because of lack of space, most operators of retail-fueling locations have
installed (or will install) an in-bay automatic car wash on their sites. This is the
technology of choice for several reasons:
In-bay automatics have a smaller footprint
than tunnel systems, which can be two to
three times longer than in-bay systems;
they require far less maintenance; and,
most important, they do not require a carwash attendant, meaning no labor costs.
For in-bay automatic car washes, there
are two prevalent types of technology:
friction, in which a specifically designed
closed-cell foam, also known as brushes,
gently touch the vehicle to remove dirt and
grime; and touchless, in which high-pressure water is used to perform the cleaning
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while moving around the vehicle’s exterior
applying wash chemicals, polishes and
rinse water.
Evaluating Advances
While choosing between a friction and
touchless style of car wash often is a matter
of personal taste, advances in the types
of technology that power both styles of
wash can make either a wise choice for
the fueling-site operator who is looking to
maximize profits. For example:
▶ The manufacturers of nextgeneration friction-wash systems have
begun incorporating electronic variable
frequency drive (VFD) technology, which
Providing a clean vehicle
in an efficient time
period will create loyalty.
controls the movement and impact of the
soft-foam brushes on the vehicle. Older
systems use hydraulics and air cylinders to
control component movement. This outof-date technology is prone to leaks and
breakdowns. Also, hydraulics are unable
to effectively sense the size and shape of
the vehicle, resulting in higher incidents of
vehicle damage. The ability of the VFD to
monitor the foam brushes so they provide
optimal vehicle contact, orientation and
wash speed will result in not only a cleaner
vehicle, but also a safer and more costefficient wash experience.
▶ New-era touchless systems feature a
simple design that results in easy operation
and lower equipment and maintenance
costs for the operator. Touchless technol-
ogy has advanced in that the wash bridges
contain sensors that can “see” how the
vehicle has been positioned in the wash
bay and then have the capability to adjust
the way the bridge travels so a clean vehicle
is produced in the most efficient manner
possible. And the open-bay design of nextgeneration touchless systems eliminates
the need for a floor treadle that must be
driven onto to activate the wash. This simple feature will remove an area of concern
for drivers who may fear that they won’t be
able to align their vehicle properly.
The driving force of car-wash profitability is throughput, meaning the more
vehicles that can be washed in an hour,
the higher the profit margin. Newer
touchless systems now can wash as many
as 23 vehicles in 60 minutes. While the
speed of the wash has been ratcheted up,
the quality of the wash—thanks to the
advances in wash technology outlined
above—has not been compromised. This
ensures that your customers are spending less time waiting for the wash to be
completed and are still driving away with
a clean vehicle.
Providing a clean vehicle in an efficient
time period will create loyalty. The customer who realizes he or she is receiving
a good value will be more likely to return
to the same facility, which can lead to a
trickle-down effect that results in an
increased volume of ancillary purchases.
When the operator realizes he has a customer base that is returning on a regular
basis, he can put into place a more formal
loyalty program that rewards repeat customers with offers that are sure to entice
them return to his site. n