Car Wash - Spring 2014 - (Page 41)

DATA DRIVEN BUSINESSES ARE EMBRACING BIG DATA TO INCREASE REVENUE THROUGH A BETTER UNDERSTANDING OF THEIR CUSTOMERS BY NICK SOHN AS FEATURED IN last Spring's cover story, "Smarten Up," car wash operators have joined the broader business-intelligence (BI) movement, harvesting data that can be analyzed to validate assumptions, spot emerging trends and predict the road ahead. BI has been embraced by political campaigns, sports teams and leading companies in virtually every business sector. Here's a look at how some prominent car wash chains are getting in on the act. BOOMERANG CARWASH At Little Rock, Ark.-based Boomerang Carwash, data drives almost every decision made at the company's 29 express car washes. Boomerang uses Innovative Control Systems point-of-sale cashier terminals that provide extensive data to the company's accounting and information technology departments, which then create detailed monthly reports. In addition, managers at each location perform weekly flow tests to ensure that just the right amount of chemicals is being used on each wash. Ed Colvard, Boomerang's vice president of sales and marketing, said the company spends close to $1 million a year on chemicals, so if proper monitoring can reduce usage by 10 percent, that's a meaningful impact on the bottom line. And at the same time, analyzing the data ensures that enough chemicals are being used to maintain a high quality of wash. "We're so deep into data that it could spin your brain," Colvard said. "I could tell you down to the one-hundredth of a milliliter how much chemical we dose per application, per car, per wash menu. We track all utilities - electric, water, the whole thing. We have a very deep financial analysis on everything we do." Colvard said Boomerang's monthly reports rank its locations according to car SPRING 2014 | CAR WASH MAGAZINE | WWW.CARWASH.ORG | 41 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2014

Letter From the ICA
Meet the Board
By the Numbers
Overheard Online
Look Out! Self-Driving Cars Heading Your Way
On the Road, but Still Online
Finding Your Way Through the Mobile Landscape
Take a Tour
Stay Ahead of the Curve
Car Wash Industry Celebrates Centennial Milestone
ICA 2013 Annual Report
Getting to the Point of Biometrics
Fighting for Innovation
Take It From Tech: Entrepreneurial Lessons Courtesy of Google
You Don’t Have to Fail
100 Years
The Innovator’s DNA
Emerging Russian Car Wash Industry Faces Challenges
Rise to the Top
Does a Company Really Need to Innovate?
Watersavers Program Reaches Out During Drought
Blast From the Past
Download It!
Marketing Minute
Ask Champ
Index of Advertisers
Focus on the Member

Car Wash - Spring 2014