BIRMINGHAM, Ala. — In Professional Carwashing & Detailing’s July feature, “So many roads to gain marketing impact,” Editorial Director Rich DiPaolo discusses why it is important to stay on top of customer buying trends to develop a successful marketing and advertising strategy.

“Many carwash owners and operators understand how important an advertising and marketing program can be to their businesses,” explains DiPaolo in the article. “Impulse carwash customers are on the rise, meaning your wash can potentially win business with each and every car that passes by. However, it is the marketing and advertising groundwork ahead of time that helps realize and maximize this impulse-buy potential.”

Before carwash owners and operators can capitalize on impulse buying, they need to know which types of marketing and advertising strategies geared toward these customers work best.

The article features some key statistics regarding impulse shoppers from Mediascope, a marketing solutions provider that supplies turnkey solutions for companies looking to build sales, to help carwashes better understand this customer type:

• The single most motivating factor for an impulse buy (88 percent) is a sale price.
• Younger consumers with higher incomes have a greater percentage of impulse purchases.
• Around 90 percent of people make occasional impulsive purchases.
• Approximately 60 percent of females made an impulse buy within the last year.

These statistics not only highlight business potential, but they also provide a snapshot of impulse buyers’ demographics and habits,” says DiPaolo in the article. “These buyers are motivated to visit your carwash by a low price, creating a marketing need for coupons, regular sales and loyalty programs. Build momentum and exposure in traditional ways, such as the local newspaper and television channel, and then follow through with large, modern sales promotions on-site.”

You can find the entire feature on marketing strategies for impulse customers here.