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In 1969, Steve Okun, after evaluating the self-limiting process of
solely focusing on volume for revenue, changed the status quo in the
professional carwashing business by refocusing on the quality of the
individual sale. Once done, the optimized sale could then be processed
on a volume basis for enhanced revenue and greater customer satisfaction.
By doing that, Okun introduced and pioneered the concept of Menu-Merchandising – offering
and selling multiple extra services that are purchased by each customer
to suit their individual need, such as various automated spray applications
as well as manually-applied products after the wash. In order to effectively
accomplish the sales task, Okun placed Service Advisors on the carwash
entrance line in advance of the cleaning process. These “Service
Advisors” were specially trained sales attendants who engaged customers
on an individual basis, utilizing a printed menu of services that educated
consumers about the various products available. The goal was to offer
as many extra services for sale as possible. That format spirited an
ever-growing menu of services as well as a continuous search for new
products to add to the offerings. The process was fully realized in Okun’s
full-service carwash. And it was an astounding success, generating previously
unheard of profitability. Soon, others heard of the new carwash format’s
awesome profitability and asked Okun for help.
At that time, nobody was using internally illuminated signs inside
the carwash tunnel, opting rather to have signage in the customer hallway.
Okun needed a more effective presentation for his growing family of carwash
tunnel products, so he developed waterproof internally-illuminated signage
and display lighting for carwash merchandising and the idea was an
instant success. Four industry breakthrough concepts implemented by
Okun that changed the way business was done from thereafter: menu-merchandising
and printed menus, service advisors, dollar-per-car revenue assessment
and illuminated signage inside the tunnel; all of which have been woven
into the framework of contemporary carwashing.
Other ideas, concepts and accomplishments achieved by S.M.OKUN & Associates :
- Coined the phrase “Soft-Cloth” for merchandising “fabric” washing
material as sensible replacement of Industry-misnomer of cloth washing
as being “brushless”.
- Designed & patented innovative foam buffing technologies for
the detailing industry.
- Co-Drafted Detail Training Curriculum for I-CAR, a training component
for the bodyshop trade.
- Co-Developed & Benchmarked Appearance-Care for the Certified
Pre-Owned LEXUS program, and later extended its strategy into the TOYOTA
Certified Used Vehicle program.
- Developed & Benchmarked Appearance Reconditioning Process for
Driver’sMart, a national used vehicle superstore franchises,
later merged with AutoNation.
- Developed & Implemented Dupont Assurance of Quality education
program for Appearance-Care Profit Centers within the collision & bodyshop
industry.
- Provided strategic planning initiatives for numerous international
clients, a few being 3M, Dupont, Driver’sMart, AutoNation, Meguiar’s,
Chrysler, Turtle Wax, Mercedes-Benz, the International Carwash Association,
as well as Lexus, Toyota and others.
- Developed & Benchmarked the ICA Express Detailing Certification
program, an Industry First.
- Innovated, developed and initiated FLEX-SERVE, the quintessential
operations platform for powerfully profitable automatic carwashing & detailing
services that benchmarked a new efficacy standard for the Industry.
- Coined the phrase “TOTAL-SERVICE” CARWASHING to better
platform the comprehensive format of Flex-Serve for consumer-oriented
retailing.
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