It’s a common belief in the self serve car wash industry that low prices are the key to attracting customers. Many operators think they need to undercut the competition to stay afloat. But what if focusing solely on price is missing the bigger picture?
In reality, customers are often willing to pay a bit more for a superior experience. Think about it: when someone pulls up to a self serve car wash, they want their car cleaned effectively and efficiently. If the bays are rundown, the equipment is faulty, or the soap dispensers are empty, a low starting price won’t compensate for the frustration.
Consider this: even with nearby competitors offering lower starting prices and newer facilities, a car wash can thrive by prioritizing functionality and upkeep. Having every bay in working order, with updated motors and hoses for soaps, rinse, and wax, makes a significant difference. Customers notice when the vacuums have strong suction and are readily available. Keeping vending machines stocked and the bays and surrounding areas consistently clean adds to the positive customer experience.
These operational details build customer loyalty far more effectively than a rock-bottom price. People are willing to pay for reliability and a satisfying clean. By focusing on maintaining a high-quality, fully functional self serve car wash, you can attract and retain customers, even if you’re not the cheapest option in town. It’s about providing value that goes beyond just price.
