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Four stages of in-bay development at retail petroleum sites
| Period | Operator Challenge | Supplier Response | Marketing Thrust |
|---|---|---|---|
|
Birth |
Get carwash installed | Installation training and technical manuals for distributors and operators developed. | Free with fill-up |
|
Development |
Keep carwash running | Service training and manuals for distributors developed. | Discount w/ gas |
|
Maturity |
Improve wash quality | Chemical companies create new products and basic marketing tools; many distributors train dedicated chemical reps. | One-tier pricing |
|
Decline |
Build a retail business | Silence with no "value-added" support. | Wash counts and revenue decline |
