ADN SPRING 2023 web

are going to go more and more in that
direction. I see it growing, but very slowly…
because most people are not patient
enough to make it work. They don’t understand
that it’s not about being cheap,
it’s about offering a premiere service.
Justin Labato: I would agree in regard
to membership being something
that's on detail shops’ radars, but it's also
dependent on the model of the detail
shop. I could take mine and some of the
other more boutique style shops where
car washing can clog up the revenue of
the shop because it's a small service compared
to the continued larger services that
are coming through the shop. But there
are ways to figure that out and navigate
through that by hiring additional staff to
handle that type of service and membership
programs. I think it's just a matter
of the individual detail shop and what
approach they want to take... I do see it
progressing, yes, but it’s going to depend
on the model.
JR: Just to add to that, any of those highend
detail shops that are focused on paint
coating applications and things like that,
like premium, protection packages, I
strongly encourage them to have a membership
program and a way of getting
those customers back in at three months
or six months or one year. Because if you
just do a coating and collect the money
and send them on their way, you do not
have any repeat business for you and it
doesn't keep you engaged with your customer.
So, I think those who have apps
and have the programs that support the
idea of getting that customer back in is a
very smart decision.
JL: I agree. [As for] customer retention, I
do the same thing. I have seasonal offers,
seasonal maintenance, and annual maintenance
services. And it’s a broad-spectrum
that could be three months, that
could be six months, and it's the service
that accommodates the timeframe and it's
all a matter of how they use it. And we
do a discounted rate, so that way they're
not locked in on a prepaid-program as a
membership. We just say: Hey, once you
become a customer, you get a discounted
rate for you to continue to come back for
these types of services.
JR: So, Justin, you actually have seasons
in Florida?
(Laughter)
RD: I think it's also the market. For instance,
we offer a membership in Sun
Valley, Idaho, which is a market with a lot
of disposable cash, where our customers
are wealthy and it has those offering services
for the wealthy. Where, in Texas it
just didn't fly as well. …and so we were
in a good market, but the disposable cash
wasn’t there. We had one person in Sun
Valley who managed 25 accounts as a
consigliere, and it was pretty much full
time. And the benefits of that was they
were prepaid, and their credit cards were
hit the first of the month. They had a
scheduled date, whether they were mobile,
and the mobile price was premium
versus them bringing it into the shop.
They had access to that consigliere literally
18 hours a day. It was & service, but
it was also a premier market. And I think
like Justin just said, knowing your market
and then going to kind of a quarterly or
seasonal services is brilliant.
DG: I think, as a
?
customer myself, who is
very busy too, the
reminders I get for, say, a
car wash, are a huge help
to me. Reminders to wash off the
road salt from my car, or to come
in for love bug removal, or a happy
birthday/free wash offer great, etc.
JL: Yes, I would say five years or so,
give or take, with a lot of these software
companies coming into industry, that has
helped a lot with those types of scenarios,
with reminders. Automated reminders
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VOL. 8, NO.2 • SUMMER 2023 | AUTO DETAILING NEWS | 23