Identify niche markets to increase customers at your car wash facility

Tips for running a successful car wash business.

When asked for tips on how car wash business owners can increase the number of customers who frequent their facility, we suggest they try to identify potential niche markets in their area.  Recognising niche markets and then establishing ‘user profiles’ within these, can assist the business owner in improving the services they offer with a focus on the needs and priorities of each niche.

Potential niche markets in the car wash industry

A niche market is a segment of a larger market that caters to a specific and/or specialised set of needs, preferences or interests of a particular group of customers. These smaller, more focused sets of customers are often overlooked or underserved by larger or more mainstream businesses.

A niche market can be based on a range of factors such as demographics, geography, lifestyle, interests and behaviours. Some niche markets have dedicated followers who are passionate about a product or service and are willing to pay a premium price for them.

In the car wash industry, an example of potential niche markets may include:

• luxury or classic car owners
• electric vehicle owners
• 4WD owners
• caravans, motorhomes and camper trailers
• motorbikes – on-road and off-road
• busy mums and dads

Once identified, potential niche markets can represent a great market opportunity.  Letting them know you exist is the first step to increasing the new customer numbers and, most importantly, keeping them coming back (customer retention), thereby increasing revenue in both the short and long term.

What motivates car wash users?

Generally, there are four factors that motivate car wash users in Australia:

1. image
2. enjoyment
3. need
4. conservation

When choosing a facility to wash their car, they are motivated to do so based on four variables:

1. their time of use
2. the quality and level of finish
3. the proximity to home or work
4. cost

With the information above in mind, it is then possible for car wash business owners to establish user profiles (or niche markets) applicable to their area.  They can then adapt or adjust the services and products provided at their car wash to cater to the needs and requirements of these users.

Attracting new customers in niche markets

Once you’ve established potential niche markets and created your user profiles, you can use targeted advertising and marketing strategies to attract them to your facility.

Suggested marketing strategies include: 

• build relationships with car clubs and associations
• create loyalty schemes for frequent users
• offer discounts to first-time users
• incentivise ‘tell a friend’ programs

As a car wash business operator, it’s important you address the needs of all your customers, including smaller niche markets, by adapting to their way of thinking.  Once you’ve done this, it’s then a matter of activating change and putting any necessary systems in place.

Need help? Contact our friendly team for assistance.  We’re here to help.

• Call (02) 9757 4700
• Send an email
• Online enquiry form »

Further reading

• Increase your car wash business profits »
• The benefits of updating your car wash equipment »
• Attracting customers to your car wash in winter »
• What to do when your car wash business slows »
• Identify niche markets to increase customers »
• Coastal / city car washes versus country / rural car washes »

---

VIDEO

Identify niche markets to increase customers to your carwash facility

---

Good Sight Car Wash Equipment Australia

We can assist in all aspects of the growth and success of your car wash facility, automotive dealership or car rental business including site assessment, car wash design, machine installation, service and repairs, and, importantly, ongoing support to ensure the success and growth of your facility.

We are Australia’s leading suppliers of car wash equipment.  We have been offering Australia-wide sales & service since 1968 and were the first suppliers of automatic car wash systems in the country. Since, we have always been able to pride ourselves as offering a highly professional level of service and support to our clients.

Our range of car wash machines

• automatic (rollover) machines
• touchless car wash machines
• conveyors and tunnels
• self serve machines
• heavy vehicle car wash equipment
• car wash enclosures
• car wash design
• car wash equipment and accessories

Additionally, we offer a full range of vehicle wash services including car wash installation, upgrades and maintenance for car wash businesses, petroleum retailers, automotive dealerships, fleet and rental car businesses.

We can also assist with a range of car wash accessories including coin-operated car vacuums, vending machines and dog washes.