Over 2,600 visitors from 75 countries came to Amsterdam for Europe’s largest car wash show, Sept. 21-22, to learn, network and see exhibits featuring innovative ideas from all over the world. Some key learnings from the show include:
Explore Interesting Trends Worldwide
The learning sessions are one of the big draws at Car Wash Show Europe, with one of the highlights this year being a one with Eric Wulf (International Carwash Association), Brian Madderson (Car Wash Association), Erik Stern (BOVAG) and Thomas Drott (BTG Germany). The presenters shared their knowledge about the trends, challenges and opportunities for the car wash industry. They pointed out the differences and all that has changed since Car Wash Show Europe 2019. For example, in The Netherlands, 52% of car branche organization BOVAG members use license plate recognition in the car wash. Furthermore, indoor vacuuming is clearly on the rise. And almost every car wash company has a loyalty program and over 93% (in The Netherlands) offer wash passes.
Make Everyone Feel Indispensable
Another session addressed a struggle that car washes throughout Europe, the United States and worldwide are facing: finding and keeping employees. It is important to find out exactly what motivates employees within your company, said operations manager Suzanne Huisman of Blinkie Carwash in Maaseik, Belgium, a family business with a 50-meter chain lane.
“It is easy to give people you want to retain more money or have a bonus system, for example. My experience is: involve your crew, let them have their say and listen to their ideas. Ask them what tasks they like best to do within the company. Make sure you become a family. That’s the main reason we start every day together with a good cup of coffee. That way everyone stays involved and feels an indispensable part of the company," Huisman said.
Become Distinctive and Create a Community
Car washes that work fast, well, safely, customer-friendly and deliver top-quality wash results are plentiful. So what do you need to do for your car wash to be distinctive and successful? How do you become a formula that consumers prefer and they enjoy going to every week?
"Create a community!” said Anne Mauler, vice president of marketing at Soapy Joe’s Inc. in San Diego, Calif., which started in 2011 with one location, is up to 30 and shooting for 50 in the near future. Not only do they prioritize their communities, they invite their communities to become even more involved with what Soapy Joe’s has to offer, as well. “We built Soapytopia,” Mauler said, allowing the membership community to be tied to the car wash in every possible way.
“We want to be on your radio, we want to be in your phone, we want to be where you are,” Mauler said. "But it has to happen in a playful way. When we noticed our customers have more dogs than kids, we decided to start a campaign around a Magic Pet Parade. It resulted in 400 % more interaction and leads, compared to other campaigns. It’s important to create an emotional connection with your customers, to build a lasting relationship."
Embrace Innovation
In the Innovation Alley, companies presented their innovations, such as the e-Scrubber+. It is a handy little wireless device with a powerful motor that was originally developed to rid swimming pools of algae but also turns out to be great for waxing and detailing. Plus, it has a low rotation speed. “In this way, you can apply multiple layers of wax much better,” said Holger Dziadek, a German entrepreneur.
A fast-growing Lithuanian IT company presented a smart traffic light that indicates whether a wash bay is occupied. The Parksol Self-Service Car Wash Guidance System is especially useful for businesses with multiple wash bays and a busy on-call, said Kristina Šašilaitė, one of the company’s developers. A sensor sees if there is a vehicle in the box, then a red cross flashes on and the routing is adjusted if desired.
Look for more details and coverage of Car Wash Show Europe in CAR WASH Magazine Q4 and CAR WASH Magazine Live, which is available in the app and online at carwashmagazine.com.