Snap Shop: Campus Body Salon
1. Marketing Strategy
Leo Petruzella, owner of Campus Body Salon, realized the discounts his shop gave to insurance companies did not benefit the customers. So, he removed his shop from most DRPs and created a unique discount for his shop called “Cash for Your Crash.” The shop competes with other shops in the area by offering both claimants and insurers a 10 percent discount up to $1,000. Clients can utilize the discount toward their deductible, to upgrade OE parts, for non-related repairs while the vehicle is in the shop, or as cash in their pocket. To promote the deal, the shop added information about the deal on the front of the business.
2. Adapting and Updating
Currently, the shop uses Snap-On pre- and post-repair scanning equipment. But, Petruzella says the shop is researching other options. To keep up with all the changes in advanced driver-assist systems (ADAS), he’s looking into the pros and cons of systems from Mitchell and ALLDATA.
“There are instances right now where we sublet to dealerships,” he says. “We’re hoping with a new system we can save time by not subletting work.”
3. Customer First
Customer is key for the shop’s business. The shop’s CSI across the board is 99.5 percent. In order to gain a high CSI, Petruzella and his team encourage surveys and reviews. In the shop, the team hangs up signs detailing how a customer can leave a review on the shop’s website, Google or Yelp page.
“Then we’ll just ask them to leave a review in order to gain independent reviews,” he says.
In addition to the independent reviews, the shop also gains feedback from third-party surveys like Carwise and AutoBody-Review.
5. Unusual Name
People will call the shop and mistake the business for a hair salon or a spa.
“We’ll get calls with people asking us how much a weave costs or how much a back massage is,” Petruzella says.
He hired a local web development company to design a new logo for the business. Petruzella made sure the company included a car icon.
And to help with the unique name that’s been the business’ name since 1973, he says, the location of the shop offers customers ease of access. The shop is located right by two intersecting freeways and in the middle of the Phoenix metropolitan business hub.
4. Separate Departments
Unlike other shops Petruzella has worked in, he says he prefers for the shop floor to be separated into body and refinish work.
“I didn’t care for the open concept because of the potential for contamination,” he says.
The shop’s refinishing department is an area where the refinish technician can go to prep and prime the vehicle without worrying about the added dust and grime from the body work.
SHOP STATS: Campus Body Salon Location: Tempe, Ariz. Operator: Leo Petruzella Average Monthly Car Count: 35-40 Staff Size: 9 Shop Size: 16,000 sq ft; Annual Revenue;between $1.2 million and $1.4 million
