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A subscription gets them in the door. A membership keeps them.
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Give members a reason to stay past wash season.
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Unlimited washes for less than the price of two is now the industry norm. It is also the whole offer. Amazon Prime and DoorDash built loyal members by bundling value beyond the discount. Most car wash plans have not.
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My article on Carwash.com, “Why Carwash Membership Programs Need More Value,” lays out three kinds of benefits that turn a subscription into a membership:
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Discounts: Offer cash back on parking, maintenance, gas and charging. They provide meaningful benefits between washes. |
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Roadside assistance: Give your members assistance when they are locked out, have a dead battery or break down. |
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Loyalty rewards: A free oil change at six months (or a year) gives a member a reason not to cancel. |
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Washes that have made this move have seen annual churn fall from 70% to 30%.
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The Way benefits plan for car wash subscribers adds these benefits to your wash subscription.
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Going to Car Wash Con East? Come see us at Booth 843, Atlantic City Convention Center, October 5 to 7. Email me to set up a time to meet, or a Zoom meeting if you are not attending the show. See member benefits live and learn about our POS system designed to run and grow your car wash business.
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Mark Thomas
EVP Marketing, Way
LinkedIn | 650-273-3529 | mark.thomas@way.com
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Way.com | Car wash software that runs and grows your wash
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