Internet Delivers Lower Costs, Improved Productivity

Over the past decade, the Internet and its related technologies have changed the way we do just about everything. With its ability to connect us to the world, we have a wealth of information at our fingertips and instant communication, whether across town or across the nation — all at a minimal cost. Corporations have taken advantage of these technologies to raise productivity, to gain competitive advantages, to lower their costs and to increase the dialogue with their customers.

Yet in the relatively “low-tech” world of carwashing, the same Internet that has changed (and presumably improved) our lives has done little to improve how we operate as carwashers, whether increasing productivity, lowering operating costs or generally making our business lives easier. But that is finally changing.

Manufacturers are taking advantage of the benefits of Internet communications in their designs of carwash components, such as tunnel controllers and point-of-sale (POS) systems. In addition, carwash operators are seeing the benefits of “Web-enabled” equipment, including the ways in which they interface with the equipment and how it can now literally communicate back to operators.

But it’s not just the tunnel or the backroom that’s evolving. It’s the way operators are doing business, the way they are communicating with their customers, and the way they are now able to monitor all of their operations. The Internet’s promise of lower costs and improved productivity is finally finding its way to the carwash industry.

What follows is a brief look at several areas where Internet technology is making an impact in our industry, including carwash Web sites and related marketing, Web-based POS systems, Web-enabled tunnel controllers, and new, lower-cost camera/surveillance systems that can be accessed remotely via the Web.

Marketing

For years, most carwashers put little if any effort into their Web sites. Even today, it is not unusual if a carwash does not have a Web presence. However, many Web-savvy operators are realizing that the general population is clearly shifting to Google and other search engines as a primary way of locating businesses and services compared to the printed phonebooks and Yellow Pages of the past.

But a Web site is much more than a bookmark on the World Wide Web. It is a way to pre-sell the business via a well-designed site that speaks to the quality of the facility and the services it provides. In much the same way that a well-maintained, well-groomed carwash site gives the proper first impression, a professionally designed Web site will have that same effect on a potential customer. In many instances, it is the operator’s first opportunity to make a first impression on a potential customer.

In addition, a Web site can actually engage customers and potential customers through the use of online coupons and special offers. Many operators use an “opt in” e-mail strategy that has customers willingly sign up for coupons e-mailed to their inbox. They aggressively collect e-mail addresses at their facilities and online, knowing that there is no lower-cost way to get a coupon into a customer’s hands than via the Web. Nor is there a better target for that coupon than a person requesting one.

The ability of local carwash operators to facilitate this type of marketing is also now easier than ever. There are several Web-based companies that manage the e-mail marketing process for minimal cost. Some more advanced Web sites also sell prepaid cards, gift cards, and even unlimited monthly passes via the Internet.

Another key advantage is the ability to network multiple carwash sites and implement controls to reduce potential losses.

“Historically, there was no practical way to control prepaid cards, monthly passes or loyalty promotions at a chain, because the communication between the home office and all the different sites wasn’t fast enough.” says Ken Brott, vice president of DRB Systems. “This created opportunities for abuse. For example, a customer could use the last wash on his prepaid card at one site in the morning, and then have his wife claim the same ‘last wash’ at another site in the chain later that day.

“This type of control issue stopped a lot of chains from implementing prepaid cards, monthly passes and similar plans,” Brott continues. “However, now with the Internet and the right POS technology, information can be shared in real time among all sites in a chain, so they all have up-to-date information about club plans, prepaid cards, monthly passes and any loyalty promotions.”

Building an e-mail database of customers, using signage and other promotional materials on-site at carwash locations enables operators to further promote their Web sites and to build online traffic. Today’s consumers are incredibly Web oriented, and they appreciate businesses that use the Web to make their life a little easier. All of this makes it worthwhile for operators to rethink their Web marketing strategies.

Point-of-sale Systems

For several years, it has been possible to view sales information and other key management reports via the Web. However, now manufacturers of such systems are leveraging the Internet to do even more.

Compuwash, for example, offers a completely Web-based POS system that is programmed remotely from any computer connected to the Internet, allowing the user to make all sorts of adjustments not only to pricing, specials and coupons, but to employee data, SKUs and more.

This lessens the operator’s dependency on a manufacturer’s support network to update menus and price points. This system also backs up all reports online automatically, but is not Internet dependent. Thus, if an operator loses his Internet connection, it’s still business as usual. When online, the system is constantly backing up data and downloading any software updates — all behind the scenes.

Other manufacturers also are offering products with similar benefits. “By utilizing Web-browser technology, customers can easily access their carwashes to change service pricing, check labor and run reports from