— By Evan Tilley —
Restaurant and retail solutions are not one-size-fits-all.
Parking is the first and last interaction a customer has with a restaurant or retail establishment. A stress-free parking experience sets a positive tone before a customer even walks through the door, while a lack of parking spaces or unhelpful parking staff can create frustration, no matter how good the business may be.
What works in terms of parking for restaurants and retail establishments can differ from location to location, and businesses often need to consider tailored parking solutions for their customers. As businesses navigate these complexities, understanding the human side of parking, particularly the role of customer service, becomes just as important as implementing the right technology.
Different Locations, Different Needs
The core elements of convenient and safe parking, like ADA-accessible spots and well-lit lots, can be applied to all restaurants and retailers. However, specific parking needs can vary considerably based on business type, location, customer behavior and other factors.
For example, restaurants often experience traffic spikes during meal periods, making quick turnover and the availability of short term parking critical. Meanwhile, retailers should look to offer simple, low-friction payment options or free parking to encourage longer shopping trips. Restaurant owners must plan for designated spaces for takeout and delivery drivers, whereas retailers may need space for cart returns and seasonal overflow.
As these businesses look to optimize convenience and accessibility, many are turning to technology-driven solutions.
Technology is Important (& Complicated)
Advancements in technology and the ongoing urbanization of cities are transforming parking as we know it. And the widespread adoption of smart parking solutions and rise of app-based payment systems are helping make parking more efficient, but they’re also introducing new obstacles.
Some business owners are exploring seamless, integrated payment options that eliminate the need for apps, kiosks or manual validation. Options like license plate scanning can sync with retail loyalty programs and don’t require parkers to take tickets or pay at a kiosk.
However, retailers and restaurant operators who fully embrace frictionless or gateless parking can also experience issues with enforcement, space turnover and lost revenue, particularly in high-traffic or time-sensitive locations such as restaurants and retail centers.
Parking apps offer operators added convenience by allowing parkers to find, reserve and pay for spots from their phone, helping to avoid the inconvenience of faulty machines and cash-only parking. Some apps even provide real-time visibility into current parking availability, helping drivers reduce the time spent circling for a spot, as well as offering options for remote time extensions and flexible payment methods.
However, some older drivers aren’t as comfortable using smartphones, and others are sensitive to personal information being stored by the app. Other issues with parking apps include connection problems in areas with poor cell service or mistakes, such as entering the wrong license plate or zone number, which can result in unnecessary fines. Parking apps tend to be most effective in urban areas where parking demand is high and digital infrastructure is robust.
The Need for a More Tailored Approach
While parking technology can be a worthwhile investment, it’s hard to predict precisely which technologies will stand the test of time. Additionally, there is no one-size-fits-all solution for parking. Restaurants, shopping centers, malls and drive-thrus all require customized parking management strategies that reflect their unique user flows and peak periods.
As a result, some retailers and restaurants are shifting away from purely automated parking solutions in favor of staffed or concierge-style services.
Staffed parking enhances the customer experience by adding an extra level of convenience. In turn, it creates a welcoming first impression for guests. Attendants greet parkers and can offer personalized service, often assisting guests with special needs. It also helps reduce congestion and speeds up vehicle turnover, especially during peak hours. Lastly, it can provide a greater sense of safety and security.
A hybrid parking approach that integrates both technology and staffed services offers the best of both worlds: efficiency, convenience and personalized customer care. A hybrid model is especially beneficial for busy retail centers, restaurants and urban developments where customer expectations are high, and space management is critical.
In such a model, technology streamlines operations through features like license plate recognition, contactless payments and real-time availability tracking. Meanwhile, staff can provide hands-on support, enhance security, and deliver a personal interaction that builds trust and loyalty.
Shaping Customer Perceptions with Parking
The parking experience plays a crucial role in overall customer experience, which means it can help drive repeat business for restaurants and retail establishments —or not. Every restaurant, shopping center, quick-service drive-thru, and luxury retail store is different. And that means they require customized parking management strategies that reflect their unique needs and better support parkers.
Successful parking strategies are customized, flexible and always evolving. By adopting a hybrid model that combines innovative digital tools with attentive, on-site support, businesses can create a seamless, efficient and customer-friendly parking experience.
— Evan Tilley, CPP is vice president of operations for Atlanta-based Universal Parking, which provides tailored parking management services on behalf of property owners and asset managers. For more information, visit https://universalparking.com/.