Chauffeur service franchise Towncars has weighed into the on-demand market, tackling Uber and Ola with its new TowncarsNOW app.
The fully automated dispatch system takes bookings instantly through the app, offering corporate and private customers a choice of premium vehicle options.
It’s a significant step forward for the luxury service franchise, with TowncarsNOW marking the brand’s first foray into the on-demand arena, after a successful run of nation-wide expansion.
Aline Winckler, Towncars marketing manager said the brand was motivated to enter the market after extensive consultation with both franchise partners and customer representatives.
“We wanted to provide another transport solution to existing customers and explore opportunities of further growth with potential new customers,” Winckler told Inside Franchise Business.
“Customer feedback encouraged us to explore the option of an on-demand service, plus the changing habits of our target audience. Technology is also affecting customer behaviour, therefore changing the way companies operate. TowncarsNOW is a result of this trend.”
TowncarsNOW roll-out
While Towncars is just now taking the product to market, the TowncarsNOW implementation has been coming for some time.
Winckler revealed that a meticulous 15-month planning process had cemented a brand roll-out strategy that promises strong return for existing and new franchisees.
“We have meticulously designed the new app and executed its implementation, taking into consideration the impacts within the existing business,” she said.
“All existing franchisees now have the added option of extra work if they want to participate which in turn further grows their revenue. The franchisees were part of the work in progress for TowncarsNOW and a welcome input from a driver’s perspective.”
According to Winckler, Towncars franchisees will still need to meet their current client obligations as a priority, however upon completion, they are free to take on-demand clients.
Franchisee response
Developing a bolt-on offering like TowncarsNOW is no simple process, but Winckler acknowledged industry evolution is critical to promoting franchisee success.
The marketing manager revealed that since the addition was brought in, existing franchisees have been quick to jump on-board.
“Although early in its infancy stage, the reaction has been very positive,” she said. “Towncars franchisees see the opportunity long term, to increase the value of their assets along with brand awareness.”
The new TowncarsNOW app is available on the Apple Store and Google Play, with the initial launch covering heavily populated zone close to CBDs and airports, focusing on the Sydney and Melbourne market.
Winckler said the latest initiative, which is slated to launch nationally in 2020, was just the first in a long-line of franchisee-focused technology updates planned moving forward.
“Towncars plans to keep improving the services through cutting edge technology and development of new features to benefit our customers,” she said. “We will always be guided by market trends and customer behaviour.”
