Enticing more people to buy your top package is an easy way to increase your car wash revenue. Plus, your customers are getting the most value and the best experience from your top package since your best products are in this package. Your car wash menu is a critical tool for navigating customers to your top wash. Here are six things you can do on your car wash menu to garner more interest in your top wash package:
1. PLACE YOUR TOP PACKAGE WHERE IT WILL BE SEEN FIRST.
Always put the package you want to have the highest sales where it will be seen first by the customer. People read either from left to right or from top to bottom, so ordering your wash packages from the best to the most basic in the order that people read will gain better results.
2. MAKE YOUR BEST PACKAGE STAND OUT.
Another way to make sure that your customers see your top package first is to make it the most visible thing on your menu. Make your top package significantly bigger, or use bright colors to distinguish it from your other package offerings. Conversely, de-emphasize your bottom or ‘basic’ package to clearly differentiate your top wash from your basic wash. A best practice is to blend your ‘basic’ or lowest-priced wash into the background of your menu. This can be done by removing the outline box around the package, or simply listing the package name and price without including any other details.
3. USE THE NAME OF YOUR PACKAGE TO REFLECT THE VALUE.
What is the difference in value between the Ultimate, Deluxe, and Premium wash packages? Chances are, your customers don’t know, which makes them more likely to choose the least expensive package. To attract more customers to your highest value package, use a name that describes the value you're offering. For example, a top package featuring Armor All Professional® Extreme Shine Wax™ and Rain-X® can be called the Shine and Protect package. This gives the customer a clear understanding of the value and benefit they receive with that package.
4. ELIMINATE A MIDDLE PACKAGE.
Simplify your menu if you have more than 4 packages. The best way to do this is to eliminate a middle package. If you have two packages with a similar price point and value proposition, try eliminating the lower priced package. Research indicates about 1/3 of people will choose a lower-quality package, but 2/3 will choose a higher one! Not only will this increase the take-rate for your high value packages, but it will increase your overall average ticket per car.
5. OPTIMIZE YOUR PRICING.
Take advantage of opportunities to review your programs and pricing at least annually to assure you are competitive and offering the most updated services and products. Generally, customers prefer even price points, so use the opportunity to easily move odd price points to a higher and even price point. It’s important to note that $15 and $20 are considered "benchmark" price points on menu packages so pricing $1 below still means your customer will think of your pricing as the “rounded dollar”. In other words, a $14 top price point will be mentally similar to the consumer as $15.
6. SHOWCASE TRUSTED CONSUMER BRANDS.
If your wash is using recognized consumer brands, showcasing these trusted brands especially in your top wash package not only attracts customers to that wash package but also communicates the high value this package has to offer. When it comes to the care of their vehicle, customers see the value in these trusted brands. Similar to seeing the outline of a Coca-Cola bottle, in the quick seconds consumers take to select a wash, a visible brand can influence the buying decision.
Check out our eBook Boost Your Revenue Today: The Essential Guide to Making More Money at Your Wash for more great ways to increase top wash package purchases: