With over 80% of texting in the world, how can valet businesses leverage this technology to their advantage? The valet parking industry has been around for years, and yet not much has changed as technology has advanced. We still hand the valet the car keys while they hand us a ticket. The process has been the same for the last more than 75 years.
There have been some successful attempts to add technology to this industry, but they were limited due to a couple of reasons. First, most valet services are small and have limited capital. They don’t have the finances to spend on an expensive system that requires the purchase of high-end electronic equipment. Second, there is concern that some of the equipment needed for the system may be broken, lost, or stolen by the valets. That said, there are new services, which are not expensive and do not require equipment worth looking at.
Adding a technology that allows customers to send text messages to their vehicle can be an incredible benefit for a valet parking business. Here are three reasons why one should seriously consider upgrading their system.
reeds: One problem valet drivers regularly face is large groups of people showing up at their booth at the same time without warning. Two minutes earlier, they were bored playing Angry Birds on their iPhones. Now they run like crazy trying not to collapse from exhaustion. Meanwhile, customers are angry that a line formed and feel they shouldn’t be waiting because they paid a premium to the valet. How do you solve this problem? Provide a system that allows customers to text ahead of time for their car. Granted, not everyone will text, but even if 50% do, the valet will have those particular cars ready. Customers won’t have to wait as long, and those who arrived and found their car waiting will leave sooner and happier. Those who didn’t text will also benefit from reduced wait time.
Wait time: One of the reasons people don’t valet is because of the wait. How many times do we go to a restaurant, mall, or nightclub where the valet has to park so far from the delivery location that even without queuing, you wait 10 minutes for your vehicle? Valet services lose money every day because potential customers choose to park themselves instead of valet. It is faster for them to simply walk to your vehicle than to wait for the valet. Giving the customer the ability to text before they arrive will help capture that lost revenue. With this type of technology, the valet can be notified when the customer will arrive. The car can be stopped at a closer lot or directly out front by the valet stand. If cars are parked two or three deep due to limited parking, then advance notice is essential.
Win Clients: Due to the limited number of valet parking companies using this technology, those that do should take advantage of it. Text messages can be the deciding factor in negotiations with potential clients. From the restaurant’s perspective, would it be preferable to have a valet parking company that makes customers stand in the cold for five minutes waiting for their car, or a valet that has the car ready and warm by the time the customer arrives outside? A company that offers this type of technology should consider charging a premium for the service. Most nightclubs, country clubs, and restaurants would be happy to pay for this customer service.
As text messaging becomes even more common, valet businesses will have to make the switch. Those who switch first will be able to grab a larger market share before other companies join.
Be sure to look for text messaging services that don’t charge monthly fees or require equipment that must be maintained or purchased. Also, confirm that they have no contract and a money-back guarantee in case the system doesn’t work as expected. This is the direction in which the industry is moving. Those who disagree with the changes will most likely be left behind.
Brenton Woolworth
