It’s a new year and a new decade, and the Professional car wash industry, as always, is facing new opportunities and challenges. Industry consolidation in the United States, where corporate organisations manage large chains of car wash facilities is on the horizon here. Those of us who are old enough can remember the days when most take away shops were independents; fish and chips, burger shops, cafés etc. Have a look around now and see how many independents are surviving in a sea of chain stores? If you think branding isn’t important, why do McDonald’s, Nando’s, Flaky Jakes, Domino’s and others dominate this market now? I think a large part of their popularity is due to their consistency. They may not be the gourmet choice, but the consumer pretty much knows what to expect and is happy with the value for the price they pay.
One way for an independent to gain an edge is to co-brand with a recognised brand, that way the equity in the brand is transferred to the site. One great example of how brand equity can help you grow your business is that you can charge a higher price for your services due to higher perceived value.
Another benefit that co-branding can bring to your business is that it fosters trust and brand trust is everything. Once a consumer bonds to a brand, they’re more likely to make repeat purchases with little to no forethought.
Another thing to think about is brand association. Think about how many ‘brands’ we use as nouns and verbs? When you need an answer to a pressing question I bet you’ve ‘Googled’ it, or how about when you’ve cut yourself, I bet you’ve put on a Band-Aid, am i right?
In our industry of professional car washes, the most recognised brand is Armor All. Has anyone ever “Armoralled” their car? According to Zep Vehicle Care, 46% of consumers would be more likely to drive a couple of kilometres further to a car wash that uses Armor All Professional products, and 44% of car wash customers upgraded their wash selection after recognising Armor All Professional and our portfolio of brands. Co-branding with a recognised brand like Armor All Professional helps consumers choose packages that will increase your revenue and profit compared to products they don’t recognise
If you would like to learn more about how we can help you grow your business, get in touch with us today.