Avalon maximises your revenue by putting customer experience first
This public car park in Liverpool with over 200 spaces was being run by a national car park operator and was significantly under-performing.
Firstly, we put in place our driver-focused philosophy, starting with making it simple for drivers to find a space and pay for their parking.
On the practical side we arranged a system for regular landscaping and litter picking, had the parking spaces re-marked clearly, and developed new clear signage and lighting to welcome customers.
We removed the old fashioned pay and display machines, installed an ANPR camera and employed a cashless system, which made it really simple for drivers to pay.
ANPR together with our comprehensive data-analytics platform, allowed us to drive revenue growth by optimising the tariff structure to be more flexible, encourage return visits through pricing promotions and find new customers via refer-a-friend incentives. We identified potential new users and undertook targeted marketing activities both offline and online through social media to drive further traffic.
For example, our data analysis showed few vehicles returned more than 5 times per month, whilst local research showed monthly season permits were priced at ~£50pcm. Therefore, we knew a promotional £15 per month season ticket offer would not cannibalise existing sales, but instead encouraged new vehicle visits and sticky revenues.
Combined with refer-a-friend promotions, social media advertising and local marketing, the new revenue stream from season permits improved revenues considerably, whilst keeping existing users happy.
The result: 300% increase in revenue over 9 months.