As the traffic begins to build again and you find yourself sitting in a queue, take a look around at the cars on the road and you might notice something. More and more of them are cleaner than ever before and not just because of a reluctant once a month visit to a car wash, but down to hands-on, hard work, cleaning and polishing.

Over various periods of lockdown and restriction, many drivers, who have had more spare time on their hands, have discovered the benefits of car care. Also, with travel more limited, many have also ventured into a local motor factor for the first time. The key now is to keep these customers coming back.

The car care sector is fast growing and potentially very profitable for motor factors, if it is approached in the right way. This does not mean a few boxes of polish and shampoo gathering dust on the shelves, but, bight, attractive well thought out displays that show the range and depth of product available.

Car care makes sense for Factors, because products are easy to source and stock, it is good retail business to aid cash flow and although a customer may start with perhaps a tin of polish, this could be the access point to their future custom in accessories, tools, equipment, oils and additives etc. It is also worth remembering that people who spend time on their cars tend to talk about them, so if you keep them happy they will recommend your business to others.

Of course a huge number of retail outlets now dabble in car care, but where motor factors should score is in the variety of products they can offer and in giving the customers the professional inside track, both in terms of the products available and the knowledge of the staff team. People who care about their cars like to use different, professional, products that won’t be available at the service station or supermarket.  

Knowledge of the products on offer is important and all staff need to be able to explain what different products do and the advantages of using them. While true enthusiasts may know how to achieve a perfect finish, most motorists think polish is polish and have little knowledge about what various cleaners, compounds, polishes and detailing products are for. Educate them and they should buy more products more regularly.

Training from suppliers can assist with this and another way of achieving better product understanding is to create information sheets for key products and have these displayed at the relevant shelves. As with any retail offering display is also vital. This needs to be tidy, logical and well lit.  
Staff attitude to retail car care customers is also important. They might not be trade customers spending big every week, but their business adds up and develops, so adequate time and a friendly understanding approach is vital.

Offers and promotions are a good way to generate interest in car care products. These should be updated regularly to keep them fresh. It is also worth considering giveaways with certain products rather than straight discounts, for example a free sponge or polishing cloth with certain purchases.

Lastly, car care lends itself well to another important shop window in the form of the online world. Car care information and explanation on a Factor website or social media channels, can be a fast and easy way to generate interest. It is well worth exploring some of the stocked brands digital offerings and reposting tips, product information and most importantly videos.