Next generation of pay stations simplify the entry process for customers while offering a wide array of sophisticated options for the car wash operator

by David Dougherty

It may sound like an oxymoron, but in describing the current capabilities of pay stations as they relate to car wash applications, the phrase “simple sophistication” does a pretty good job of hitting the mark. The “simple” part of the equation relates to the customer experience. Namely, recent advances have made it easier than ever for the car-washing customer to safely and efficiently enter the wash. This is due to the increased “sophistication” that governs the operation of the pay stations themselves, allowing for not only a more pleasing customer experience, but also an upgrade in the benefits that can be realized by the car wash operator.

In the end, though, every one of the recent advances in pay station technology benefit both the customer and the wash operator. This article will look at how the benefits for each can combine to create a level of car wash sophistication that has multiple advantages for both parties.

For the Customer

Legacy pay station systems always created a certain level of concern in the customer as they pulled up to the little box on the pedestal just outside the wash entrance. How do I punch in my wash code? Which key do I hit next? Can I upgrade my wash? Does it accept credit cards? Will I get change if I pay with cash? Why is it taking so long for the door to go up? Just what is that tinny, hard-to-comprehend mechanical voice telling me to do?

With the advances made over the last few years in pay station technology, however, those days of customer apprehension are long gone. Next-generation pay stations are now designed to efficiently walk the driver through the entire entry process. Software improvements have made the mechanical voice easier to understand. Upgrades can be suggested with all payment options easy to identify and implement. Easy-to-navigate screens simply and graphically lead the customer through the process of accessing the car wash, allowing for faster completion of the entry process.

For those car wash customers that take advantage of an operator’s wash loyalty program, entry may be as easy as swiping a card or entering a PIN number. These loyalty programs also allow the customer to partake of any specials that the operator may be offering, things like a five washes for the price of four, or $50 value for $40, or a free wash on the anniversary of the customer’s entry into the program, or money-saving coupons to a partner business down the street. Many of these features can be handled with little, to no labor.

The sophistication of the pay station has also been ratcheted up so that they can accept all types of currency, cards or tokens. No longer will drivers pull up to the bay wondering if the pay station accepts credit or debit cards, or if they can use a $20 bill to pay for an $8 wash and receive bills back in change, not a handful of quarters. For those paying with credit cards, advances in the security of electronic transactions provides greater peace of mind for the user.

One of the most recent and exciting pay station advancements incorporates the usage of wireless radio-frequency identification (RFID) technology to make the entry process hands-free and no-hassle for loyalty-program members. An RFID transponder—similar to those used on tollway systems to allow open-road collection of tolls—is embedded on the driver’s vehicle. As the driver approaches the car wash entrance, a long-range RFID reader captures the driver’s account information and relays it through the pay station’s software system. Upon approval, the wash door begins to rise as the vehicle makes its final approach, eliminating the need to insert a loyalty card or punch in a redemption code. Also eliminated is the need for the customer to lower the vehicle’s window, which is a crucial consideration in cold-weather climates. For multi-bay wash sites, the RFID technology allows the operator to create a dedicated Express or VIP lane, allowing those loyal customers to avoid long general lines of car washers.

For the Operator

The benefits of advanced pay station technology for the car wash operator run the gamut from the most obvious to the most sophisticated use of the information gleaned from analyzing wash patterns and customer demographics.

To start with the simple, most pay station manufacturers are offering a wide array of entry stations that appeal to the specific needs or desires of the wash operator. Some operators do not like to handle cash, so there are a variety of non-cash pay station systems available. These can be configured to accept only credit cards, wash cards, tokens or entry codes, or any combination that the operator feels fits his cashless business model.

For operators who find that their customers prefer to pay for their washes with hard currency, units that accept bills or are equipped with coin-in/coin-out systems are available, which also have the option of being configured to handle credit-card, loyalty-card or entry-code transactions. The most sophisticated entry systems are now built to dispense change in dollar bills, rather than presenting the customer with an abundance of coins. These top-of-the-line units also accept entry through credit card, wash card, tokens and entry codes.

While pay pedestals can now allow the operator to customize the entry process, the aforementioned RFID technology also promises to be a boon for the operator, as well. An RFID loyalty system is a perfect solution for all types of customers, as well as for those washes that welcome fleet business, from those with one or two vehicles to larger operations with hundreds.

Another advancement inherent in RFID use comes in the form of payment options. Whereas most washes are paid for individually via cash, credit card or via a loyalty program, RFID allows the operator to offer “subscription” services to the customer. These subscriptions come in the form, for instance, of an offer like $59.99 for unlimited washes for a month, with a recurring $59.99 charge every month. This payment option is especially palatable when dealing with fleet customers.

Also, just in general operation, the use of RFID technology streamlines the entry process. The customer does not have to worry about pulling up close enough to the pay station, eliminating the potential need to exit the car in order to initiate entry. Mag stripes on loyalty cards can wear out, preventing entry since they can’t be read. All of these things, when added up, can have a negative affect on wash times and throughput, something the operator doesn’t need to worry about on those hot summer days when the wash is running at 100 percent capacity.

With more and more customers choosing to pay for their washes via credit or debit cards, some operators are processing thousands of electronic transactions a month. In order to protect this valuable information, many pay station manufacturers are designing and developing equipment that is Payment Application Best Practices (PABP) compliant. Being PABP compliant means that a specific payment device adheres to the standards set forth by Visa’s Cardholder Information Security Program (CISP) protocols and that credit card information that is stored, transmitted or processed by those devices is done so in a secure environment.

This PABP validation also helps car wash operators meet compliance with the Payment Card Industry Data Security Standard (PCI DSS) by minimizing the potential for security breaches and compromised credit card information. More and more, operators who choose equipment that is not PABP compliant are putting their financial well-being and businesses at risk. Just one credit card fraud claim can destroy a business’s credit for years, as well as its standing in the community.

When it comes to maintaining a pay station, that task has never been easier. Most systems are sophisticated enough to now allow access via the Internet. This is a benefit in so many ways to the operator. If a pay unit is not operating properly, the operator can be notified through an e-mail. Operators can also access their pay units over the Internet in order to diagnose what the problem may be, as well as attempt to rectify it. This eliminates the need to have a repair technician on call, or having to rely on car wash employees to troubleshoot problems at the site.

Once these operational issues are handled, operators have a whole, wide world of information that the pay stations capture that can be parsed and customized to optimize the effectiveness and return on their investment. These next-generation pieces of equipment have been designed as seamless technology solutions that can help operators more effectively manage current wash patterns and potentially create new business.

Remote Internet access lets operators to set pricing based on use patterns, implement specials, up-sell ancillary wash options like triple foam, wheel scrub and de-bugging and create specific wash packages, all from a computer that can be located hundreds of miles from the actual wash site. These site-management systems also provide operators with real-time sales data and wash performance for an unlimited number of wash sites. In addition, since this usage data is collected in real time, operators can view up-to-the-minute reports on a wash system’s performance and identify any inefficiencies that can be corrected. In the end, this wealth of information provides the operator with the ability to manage his or her business more efficiently and effectively—with less effort required.

Conclusion

Operating a car wash requires a delicate balancing act. On the one hand, throughput is everything as the more vehicles that make their way through the bay or tunnel equal a better return for the operator. On the other hand, while speed is important to customers, the bottom line is that they are looking for a car wash that gets their vehicle as clean as possible.

The manufacturers of pay stations are doing their part to help car wash operators successfully complete this balancing act. The newest pay station systems—with their easy-to-read touch screens, ability to process any type of transaction safely and optional technologies like RFID—increase the speed with which the driver can enter the wash, while also ensuring that the transaction is secure. For the operator, this means happier customers, and happier customers mean return business. It’s that simple.

David Dougherty is the senior product manager for in-bay automatics at PDQ Manufacturing Inc., De Pere, Wis. PDQ Manufacturing is recognized as the technological leader in vehicle wash systems, providing superior quality, outstanding support, and products that contribute to its customers’ profitability. Brands include WashTools Conveyorized Tunnel Systems, LaserWash^® In-Bay Automatics, Tandem^® RiteTouch Vehicle Wash Systems, Access^® Customer Management Systems and MaxAir™ Dryers. Products are sold and supported worldwide through an extensive distribution network. For more information, visit www.pdqinc.com or call 800.227.3373. David can be reached at David.Dougherty@pdqinc.com.