Last year, someone asked me what I thought about the fixed site oil change business and what sorts of co-branding opportunities there might be as people were waiting in the lobby. In essence he reasoned that it might take 30-minutes for those people to get an oil change, and thus, they had time for something else, hopefully spending more money while they were there, after all it is a captured audience, they can't go anywhere while their car is being worked on right? Well, let's talk about this theory for a moment shall we?
First of all, the reality is that it doesn't really take 30-minutes to get do an oil change. It is more like 12 minutes, but there might be a line, so the customer should expect a 2-3 bay quick lube to burn up 30-minutes of their time. I almost think an oil change business ought to get the customer in and out quicker and save their time, thus, get more business as it is more convenient.
Now then, if you are asking what could the customer do in that time? Well, if there are other businesses near by the customer will migrate to shop there, but you might be able to put together a list of potential things for co-branding, bundling, or strategies to make a quick lube a destination point, although I question the concept somewhat. Realize carwashes do well bundling oil change, and the automobile club in Sacramento has a cool strategy worthy of looking into, they are all their services + plus oil changing, now that's a winning idea, but then again that is a huge business model, not right for a small oil change business on a smaller lot.
Perhaps, you might spend 15-minute with a brainstorming session, just let the ideas flow, for instance, a computer with Apple App downloads, haircut, latte, sandwich, etc. Indeed, I bet you can come up with lots of ideas of things people can do at the quick lube while waiting?
Also, you should be considering what other services you can do to their car. Now then, there is a book of mechanical auto services used by the industry with a list of time averages to do various types of services, insurance companies also have one for auto body companies with times in it. I bet you could probably name another 100 services to perform on the actual car itself if you thought about it for a couple of days.
Still, you cannot forget that people go with cars, and you trap the person and their time for the duration of services, so you should be reducing that burden, unless you can give them something they'd rather be doing + they can get an oil change too. Lastly, think about a Hair Salon customers waiting for their turn, they often use this down time to do emails, play on their iPhones, etc, that's the common thing right now. Everyone is mobile these days and they bring their devices and personal tech tools with them while they wait, and they may rather be using those to text friends and catch up on online news. Please consider all this and think on it.
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