As the Director of Marketing and Communications at EverWash, Max Pulcini has his finger on the pulse of the car wash industry. In issue no. 42 of the Kleen-Scene, he details one of the more pressing conversations taking place with car wash owners- membership programs. These programs are all the rage, yet some folks remain hesitant. The following breakdown of how to overcome 7 operating fears with car wash programs will ideally allay common concerns and questions from owners thinking about opening their own car wash membership program.
#1 Fear: Competition
“Competitors keep popping up in my area! How can I keep numbers up with all these new sites around?”
Car Wash Membership Program Solution: Build Up Brand Loyalty
As competition grows, retaining customers becomes an ever-important endeavor. A car wash membership program helps you do just that. As customers continue using the straightforward program, they’ll be incentivized to return and capitalize on the program’s many benefits. It’s a splendid way to connect and form lasting relationships with locals.
#2 Fear: Start-Up Costs
“Won’t starting a membership program require huge up-front costs? How long will it take to profit off this initial investment?”
Car Wash Membership Program Solution: Risk-Free Start
There are ways to implement a car wash membership program while minimizing up-front cost. Market the program, enlist interested customers, get them started on the plan. This straightforward approach doesn’t require sizable up-front costs, allowing you to maximize investment results quicker.
#3 Lack of Flexibility
“Don’t membership programs only work at certain types of car washes? My wash might not be ideal for this type of program….”
Car Wash Membership Program Solution: Accessibility for All Systems
Each type of car wash- whether you have a pay station, tunnel, IBA- can enjoy the revenue growth opportunity a car wash membership provides. The membership is about affording locals the chance to utilize your many facilities as much as they want each month, for a flat rate. If you have quality facilities, no matter what they might be, a membership plan makes sense!
#4 Fear: Lack of Support
“Don’t I need an extensive support network to help keep my membership program functioning properly?”
Car Wash Membership Program Solution: Dedicated Partner
Finding a dedicated partner to help organize and maintain your car wash membership program is the easiest way to ensure maximum results. Dedicated partners such as EverWash are a perfect example!
#5 Fear: Customer Engagement
“How can I keep my customers engaged, informed, and happy?”
Car Wash Membership Program Solution: Engagement and Support
Keeping customers engaged and satisfied often boils down to touch points. A touch point would be a way for customers to intact with your business. The more touch points, such as digital communications and call centers, the greater value and retention you’ll notice over the long haul.
#6 Fear: Off-Site Marketing
“How can my marketing reach customers where they’re at?”
Car Wash Membership Program Solution: Mobile Accessibility
Meeting customers where they are is vital to any modern marketing plan. One of the ways you can do this is through the use of an app-based program. This will simplify the sign-up process while also affording the opportunity for off-site marketing and sales. Members can do things such as manage their plans, add vehicles, refer friends, and much more.
#7 Fear: Staffing Issues
“Staff turnover is high. I can’t keep my wash staffed long enough to gain momentum.”
Car Wash Membership Program Solution: Staff Empowerment
One core benefit of a membership plan is knowing you’ll have a certain number of customers, which means assured tips and work for staffers. The continued presence of membership customers will also allow your staff a chance to bond with these newfound regulars of the business.
Car Wash Membership Programs Continue Gaining Momentum
The statistics supporting car wash membership programs are overwhelming. A membership plan, when properly executed and with help from the right sources, can grow revenue by 90% in the first 12 months. At EverWash, you can utilize a revenue calculator to see just how much a membership plan might benefit your business. Creating the foundations for your plan can result in a brighter tomorrow for your entire wash!
