Petroleum forecourt technology – the smart ways to pay
Payment trends have changed dramatically in recent years. New technology has changed the way we shop and buy all sorts of products. For business owners, it is vital they stay on top of these consumer trends to ensure they can offer customers an experience that is intuitive and meets their expectations. The last 12 months have also seen further changes to buying preferences due to Covid-19 having an impact on how we interact and engage with businesses. In this article, we delve into the top trends and consumer preferences when it comes to buying car wash services.
Car Wash Payment Trends
Below, we outline some of the top payment trends that every forecourt car wash operator should know about. The world of payment has moved beyond dip, tap, swipe or click… in some cases the customer may not even need to put their window down to pay for or activate the car wash.
- Contactless
Contactless payments continue to increase in popularity all over the world. It provides a fast and secure payment option that helps improve the customer experience, as well as payment processing for the business owner.
Contactless payments help reduce contact with other people when handling cash or cards. This is of vital importance with current guidelines set out by governments to combat Covid-19 but is also a way to improve overall hygiene for the future. Even prior to Covid-19, contactless payments were becoming a preferred payment option around the world.
The banking regulators have recently announced that the limit on contactless payments could soon increase again due to changes in consumer buying behavior. This increase in spending limit for contactless payments should be something all car wash operators keep an eye on. It can help shape pricing models that make contactless payments a possibility for a broader range of services.
- Mobile
Both Google and Apple have continued to develop and promote their mobile wallets – a payment system that allows customers to simply tap their phone against payment terminals to purchase products or services.
Mobile payments were initially adopted by Millennials, but is growing in popularity with the older generations too. Similarly, as Generation Z gains growing disposable income, this tech-savvy demographic are likely to use payment options like mobile wallets.
Once a mobile payment wallet is set up, it makes payment incredibly intuitive and simple. It also helps consumers keep track of their finances, as well as making online purchases even faster.
- Payment Terminals
Car washes that leverage payment terminals are continuing to see improved efficiency in the forecourt.
Payment terminals are aligned with modern consumer payment preferences, that prioritize speed and convenience. Terminals help avoid queues forming during busy periods when multiple customers are trying to purchase their wash at the same time.
Payment terminals can also act as an effective salesman, promoting specific offers and upsells during the checkout experience. This can massively boost revenue and ensure customers gain a full understanding of all the services available from your business.
Terminals, such as our Petro model can even display visual messages to help communicate the value of the services or provide additional tips for something like a self-service wash. These little things can go a long way when it comes to leaving a lasting impression with customers and helping ensure first time buyers become loyal customers who return time and time again.
Our terminals here at PSD Codax accept all major payment options, including card, contactless, mobile, and prepaid.
- Number Plate Recognition
Number plate recognition systems (ANPR or LNPR) have been in use for many years as a means of controlling speeding drivers and issuing citations. The use of the camera systems at the forecourt has also been used to prevent drive offs without paying for the fuel.
Now that the cameras and software are almost 99% accurate, the car wash has begun to use the cameras for recognition of the car wash club members. This allows them to enter the wash without any interaction with an attendant or payment terminal and this has proven to be a great to improve the customer experience and the capacity of the wash.
The one caveat to be mindful of is a dirty number plate is harder to read by the camera system, which can lead to a negative customer experience. You can use in its place RFID tags (radio frequency identification). This requires an employee to enter a customers car, so the not exactly contactless interaction.
- Apps
Smartphones have become a vital component of modern day life, and as a result, there is no better way to communicate with customers than through their smartphone.
Apps create a simple but effective communication channel, that can not only promote new offers and services, but also collect payments too. This has also moved into the connected car with service apps included on your dashboard screens.
Here at PSD Codax, our WashNow mobile app means you can sell your car wash services anywhere. The easy-to-use app is formatted for all smartphones meaning customers can browse and purchase services from you whenever suits them.
This can massively boost conversions from online advertising and promotions, by making it easier to attribute sales to specific marketing activities. Mobile notifications from within the app can also create a continued dialogue with customers.
- Prepaid/Membership
Prepaid cards and memberships are also becoming the preferred payment option for fleet and business accounts. Car washes that can offer these payment options are likely to find it easier to manage large fleet accounts and avoid unnecessary admin for both themselves and customers.
Prepaid cards allow businesses to enjoy a convenient service without worrying about individual employees collecting receipts or buying the wrong service. Instead, any employee can be given a card that grants them access to a specific pre-programmed wash. For multi-location car washes, this can be a huge benefit, helping fleet customers enjoy a premium service.
Prepaid cards also help businesses collect payment upfront, which can be a useful way to keep cash flow positive.
Monthly membership cards are not only the most popular service they also a great way to add stability and predictability to selling car wash services to the driving public. Creating membership offers means that you have a better indication of what revenue is coming in during that month. This can also help combat slower months during the year, when car washes may experience a slight dip in footfall. All of the services can be sold remotely, making the customer onsite experience faster and easier.
Here at PSD Codax, we help car wash operators get more from their forecourt with leading access control technology. We have a wide range of products that help improve the process of collecting, and managing car wash payments.
Our payment terminals accept all major payment options and are a great way for operators to see an instant boost in customer satisfaction when buying car wash services.