I.Customer Development
Customer development refers to a series of public relations activities conducted by car beauty shops to attract and retain customers. A stable customer base is a prerequisite for the normal operation of car beauty shops. Therefore, customer development is the primary and most important task for car beauty shops.
- New Customer Development
New customers refer to those who have not previously visited the car beauty shop. Developing new customers is crucial for defeating competitors and expanding business. New customers can be divided into two categories: new car owners and customers transferred from other car beauty shops. Different strategies should be adopted for these two sources.
- Utilizing Opening Offers to Attract Customers:
- For government agencies, groups, and various organizations with official vehicles, the car beauty shop can directly contact units with a significant number of official vehicles. Invitations and temporary VIP cards can be sent to them, offering special discounts for car beauty and maintenance services during the trial operation period and on the opening day. Customers can also receive VIP cards with a validity period of over one year. It should be specified in the invitation that equivalent or better discount cards will not be issued after the opening, and if issued later, the discount should be lower than the initial offer.
- For private car owners, direct distribution of discount cards and invitations to residents in residential areas or placement of these materials on cars in parking lots can be effective. Additionally, distributing promotional materials in busy commercial areas or through nearby gas stations can also attract potential customers.
- Winning New Customers through Car Dealerships:
- A key approach is to convert car buyers into customers of the car beauty shop. Strategic partnerships with local major car dealerships can be established. For every car sold, the dealership can offer a membership card with the benefit of free or discounted services from the car beauty shop within a specified period, attracting new car users.
- Transferring Customers from Other Car Beauty Shops:
- Transferring customers from other car beauty shops to one's own shop requires thorough analysis of the services and customers of competing shops. By addressing the deficiencies in other car beauty shops and meeting the real needs of their customers, a car beauty shop can attract customers through promotional activities, market research, and offering better deals.
II.Maintaining Existing Customers
Maintaining existing customers is crucial for the development of a car beauty shop. Building a customer database, enhancing communication, and providing quality services are essential for retaining customers.
- Establishing Customer Profiles:
- Car beauty shops should maintain customer profiles based on daily operations. This helps in effective communication with customers and accurate calculation of various consumption points. Loyalty cards and customer profile integration with consumption points records should be implemented.
- Strengthening Communication and Promotion:
- Regularly sending promotional materials to existing customers, including information on new service offerings and various discount activities, helps in maintaining communication. Periodic phone calls can be made to understand their current needs for car beauty and maintenance services.
- Ensuring Service Quality:
- High-quality service is a vital factor in retaining existing customers. According to a study by Harvard Business Review, returning customers can contribute 25% to 85% of profits for a business. Ensuring good service quality is crucial, and any service shortcomings should be addressed promptly with apologies to the customer.
- Providing Additional Services:
- After completing car beauty services, car beauty shops should strive to offer additional services such as technical guidance, consultation, and supplying spare parts. Understanding customer satisfaction and the effectiveness of beauty maintenance contributes to overall customer retention.
III. Market Development
- Market Analysis:
- Market analysis involves understanding the service area, consumer demographics, cultural aspects, and analyzing competitors. This information is critical for defining target markets and developing effective marketing strategies.
- Market Segmentation:
- Based on the analysis, the market can be segmented to identify potential customer bases. The target market is then selected strategically for marketing efforts.
- Market Marketing Strategy:
- Marketing strategies involve understanding customer needs, researching and developing products, and engaging in research and development to meet consumer demands. The ultimate goal is to transfer products or services to consumers through effective marketing, ensuring profitability.
V.Marketing Strategy
- Pricing Strategy:
- Pricing strategies include discounts and promotions. Traditional pricing is based on costs plus profit margin, considering competition. In the modern market, consumer-centric pricing is essential, considering consumer acceptance first, followed by competition, and then costs.
- Service Strategy:
- Given the increasing similarity in tangible product attributes, emphasis on service marketing has grown. Improvement in pre-sale, in-sale, and post-sale services is crucial. Service marketing requires continuous improvement in services, commitment to customer satisfaction, efficient handling of complaints, and efforts to transform dissatisfied customers into satisfied ones.
- Promotion Strategy:
- External promotion for car beauty shops serves as both public relations and effective marketing. Effective external promotion contributes significantly to market success. Types and forms of advertising in normal operation are similar to those before opening, but objectives and content differ. Regular advertising aims to increase brand awareness and accumulate brand effects while attracting new customers.
- Advertising forms should include evening newspapers, magazines focusing on high-income groups, television advertisements (in medium-sized cities), advertising leaflets, and outdoor billboards. Evening newspapers, advertising leaflets, magazines, and local television are effective in increasing customer flow, while outdoor billboards enhance brand awareness.
- Economic conditions permitting, a weekly advertisement in the evening newspaper, monthly advertisement in magazines and local television, and continuous distribution of advertising leaflets in areas with high traffic, major car sales markets, and vehicle inspection centers are recommended. Content should focus on introducing service offerings, prices, unique features, advantages, promotions, and contact information. Technical information and service identification images can be included.
- Cost-Benefit Analysis:
- Before initiating advertising, car beauty shops should conduct a simple cost-benefit analysis. The cost-benefit ratio is measured by the advertising cost per potential customer. Based on this, advertising format, specific release times, and page locations can be determined.
VI. Operation of Car Beauty Products
(1) Product Display
- Tiered Display: Products on counters and display shelves should be arranged in tiers, providing a comprehensive showcase.
- Neat and Categorized: Ensure products are neat, full, and well-categorized. Prices should be clearly displayed, and regular tidying and restocking are required post-sales.
- Adequate Space: Maintain open pathways around closed counters, shelves, and counters. Products should not be stacked beyond counter height unless necessary, and stacking should be orderly.
- Handling Damaged Products: Damaged or soiled products should be promptly removed from display shelves or counters and stored discreetly or returned to the inventory.
- Top of Shelves Beautification: Besides displayed products, the top of shelves should be kept clean and free of unrelated items.
Promotional Methods for Car Beauty Shops:
- Sample Gift Promotion:
- Distribute free product samples to potential customers to encourage trial usage. This method is effective in engaging consumers, showcasing product features, building brand trust, and flexible promotion.
- Discount Coupon Promotion:
- Offer discount coupons providing permanent discounts or other benefits. This method stimulates trial usage, shifts consumer preferences, shows quick promotional effects, increases purchase volume, and encourages trying new products.
- Free Gift Promotion:
- Offer free gifts to enhance brand differentiation, effectively increase market sales, maintain product image, and promote trial usage of new products.
- Price Discount Promotion:
- Directly attract customers by reducing prices or offering discounts. This method transfers part of the profit to consumers, providing direct benefits and having the strongest impact among various promotional methods.
- On-Site Demonstration Promotion:
- Conduct product demonstrations directly at the sales venue. This method promotes consumer understanding of new products, attracts attention, provides convincing evidence, and reduces promotion costs.
(4) Product Storage
VII.Basic Requirements:
- Strict Inbound Inspection:
- Thoroughly inspect and understand the quality of products and packaging during inbound processes, preventing undesired changes during storage. Address any abnormalities promptly.
- Reasonable Storage Arrangement:
- Follow regulations for storing automotive beauty products, especially hazardous materials, by categorizing storage locations.
- Control Warehouse Temperature and Humidity:
- Maintain warehouse temperature and humidity within product-specific ranges to prevent quality alterations. Implement sealing, ventilation, moisture absorption, and other measures as needed.
- In-Storage Inspection:
- Regularly inspect stored products to maintain product safety. Timely detection and intervention prevent or minimize losses due to changes in product quality.
- Warehouse Cleanliness:
- Regularly clean the warehouse surroundings to prevent microbial and pest infestations. For products susceptible to damage, implement effective preventive measures based on product characteristics, pest habits, and potential harm.
By adhering to these guidelines, a car beauty shop can enhance its professionalism, customer service, and overall reputation in the market.