We specialize in manufacturing canopies for vacuum stations.
Our business has seen exponential growth over the last 12 months
(pre-COVID-19). Understandably, the canopies are a very small part of the cost of building or remodeling a site. So with cost of canopies being extremely low in the expense column, in your opinion, what factors go into an owner’s decision to provide shaded areas for customers or not?
– Canopy Questions

Vacuum canopies huh? That must suck. See what I did there?

In all seriousness, congratulations on the growth. With any luck, you’re rebounding nicely (or never slowed down) during the recent pandemic.
There are several considerations when it comes to whether to install canopies. Climate, amount of natural shade and protection on the lot, average length of time you want a customer to remain on the lot, design aesthetic, employee protection, etc.

But, since I’m a marketing guru, let’s keep this response related to the marketing opportunities that come with canopies being part of the must-have category. More specifically, I see this is a brand matter.

Ultimately, when you’re undergoing a site build or remodel, you should be doing so with your brand in mind. That will help you make all kinds of important decisions about the customer experience. And I don’t just mean the color of your canopy or the placement of your logos and signage.

Think about how you want your brand to show up. If your model makes sense to have vacuums, then you should incorporate those into the overall customer experience. You wouldn’t want to have an amazing tunnel experience, only to have the vacuums suck the life out of the wash. Would you build a tunnel with no roof? Hmm. Now that’s an idea …
I’m a believer in canopies providing a great opportunity when it comes to elevating the design aesthetic. Some of my favorite images feature the clean leading lines of vacuums and the resulting canopies. When you’ve got a site where vacuums make up a large portion of it, you should maximize the brand impact with an experience that is both visually aligned with your brand, and experientially aligned. Meaning, provide shade and protection from the elements. That way, every element of the customer experience is designed to surprise and delight, creating a lasting customer relationship.

The bottom line? You have to make sure that if you’re offering a service, you’re doing so in a way that is reflective of your brand.