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I live in a village in North Somerset.  We have a local garage, which is also a petrol station.

As you can imagine, this garage is heavily dependent upon its local reputation, which happens to be a very good one.

Our garage (note that I call it ‘our’ garage) has an air pump.  It’s the old fashioned type of air pump, one on a long black hose which has a handle at the end, and if you put your hand over the end when pressing the trigger you would feel a blast of cold air. This air pump is free to use.

Depending on which way I go, my journey from the office to home could pass at least five different petrol stations.  Each of these also has an air pump, however they cost 50p to use.

Guess where I buy my petrol?  Of course, at our local petrol station.  I have not even bothered to compare prices, I simply value having a local amenity, and want to support it.

The fact that they give away air for free tells me that they value my custom.

Furthermore, last time I took my car in for a service (I don’t use Kwikfit which would be more convenient, I use my local garage to service my car, in part because they give away free air), I mentioned to the lady behind the counter how much I appreciate the free pump.  “Oh yes” she replied, smiling.  “Everybody loves the fact that we have free air.”  

I wonder how much money the air pump brings in for the city garages.  And I wonder how much more business our local petrol station and garage take because they give away free air.

There’s one extra point to make on this.  I am, of course, suggesting that other businesses should give parts of their service away for free.  We certainly do at Ovation.  However, the air pump is a very visible freebie.  Customers see it, it’s different from competitors, and the garage gets feedback.

So my question to you (and to myself) is not just ‘what do you give away for free’, but ‘and how do you know your customers appreciate it’?