Car Wash - Spring 2018 - 41

F

or Alton and Nancy Climer, the old adage really held true:
If they wanted something done right, they would have to
do it themselves.
The Climers, who own Suds Up Car Wash in Nashville,
Tenn., searched high and low to purchase a smartphone
app that would take their loyalty program to the next level, and
when they couldn't find one they liked, they hired a local tech
company to help them make one. The result is Wash Rewards,
and in February, the couple began selling it to other car wash
operators.
The app makes the old paper punch cards commonly used for
loyalty programs obsolete. When a customer pulls up to the car
wash, a greeter gives him a handout telling him how to download
Wash Rewards to his smartphone. The app generates a QR code
that can be scanned by a service attendant, or the car wash can
rent a Wash Rewards wireless beacon, which automatically
opens the app on a customer's smartphone when he pulls up.
When a customer has paid for 10 washes, the next one is free.
When the Climers bought their car wash two years ago, it
already had an unlimited wash program in place. But since
most customers are reticent to join a subscription service, the
couple wanted another way to build customer loyalty.
"Everybody in the industry wants to push the unlimited wash
program, but every car wash operator that we've talked to, and
we've talked to several hundred, said that 75 to 80 percent of their
customers do not want to commit to monthlies," Alton Climer
said. "So, while they're concerned with the monthlies, they're

"While it is true that you may have a
few customers who will 'abuse' the plan by
washing every day, it's important to remember two things," Davy said. "No. 1, those
customers are generally the folks who tell
all their friends about what a great deal
they are getting at the car wash, giving you
very inexpensive advertising. No. 2, there
are many more of your plan members who
are washing two times or fewer per month.
Don't get mad at your frequent washers;
embrace them, and thank them for using
your plan!"

kind of overlooking the majority of the people who come in,
and you can't afford to overlook 75 percent of your customers."
When a customer first downloads Wash Rewards, he automatically gets credit for having purchased two washes. The
customer can send a link to the app to his smartphone and
social-media contacts, and for every friend who downloads
the app, the customer will earn an additional credit toward a
free wash.
Car washes pay $149 a month for the app, and for an additional
$95 a month, Wash Rewards will partner the car wash with a
different local charity each month, using their donor lists to
drive business for the car wash and raise funds for the charity.
The app is customizable to feature each car wash's logo and
branding. On a day when business is slow, the car wash operator can send push notifications to customers, offering them a
discount. And if a customer shows up often enough, he will get
a push notification telling him that he has spent enough money
that month to have paid for an unlimited wash membership. A
second version of the app scheduled to be released this spring
will be able to manage unlimited wash programs.
"We're trying to push them toward the unlimited wash club,
but at the same time, we want to capture the customers who
don't want to commit to it," Climer said. "The thing about loyalty programs is that if they didn't work, then companies like
Starbucks and Kroger wouldn't be using them. Once they sign
up for the program, they're going to drive past five car washes
to get to your wash."

According to the ICA study, there is
a specific consumer profile that is most
receptive to unlimited wash programs:
* Younger, ages 18-44
* Single
* Employed full time
* Higher household income,
$75,000 or more
* Newer vehicles, 0-3 years old
When it comes to pricing unlimited
wash clubs, less is more, according to Aaron
Green, president of the Focused Car Wash
Solutions consulting firm.

"You have to build your program around
what speaks value to the largest percentage
of your customer base, and that's the people who wash on average once a month,"
Green said. "If the bulk of your customer
base doesn't wash more than once a month,
then charging double that price for club
membership doesn't speak value to them."
John Cassady, cofounder and chief
executive of EverWash Car Club, which
manages unlimited wash programs for
car washes purely on a commission basis,
said the strategy for communicating with

SPRING 2018 | CAR WASH MAGAZINE | WWW.CARWASH.ORG

41

DENYS PO/SHUTTERSTOCK.COM

VELOP
E
D
S
RAM
R
G
E
O
N
R
P
W
O
Y
T
H
L
S
CAR WA ONE APP FOR LOYA
SMARTPH


http://www.carwash.org/

Table of Contents for the Digital Edition of Car Wash - Spring 2018

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
ICA’s 2017 Annual Report
ICA Partnership Update
Join the Club
Creating a destination
Feeling Fine
Marketing goes mobile
Where the rubber meets the road
Online outreach
Click here: Facebook 101
Anti-social media
Regional Update
Big brand, small budget
Why now is the best time to plan to attend your industry trade show
Five reasons to offer unlimited washes
Listen, learn & earn
Recruiting top talent
An economic outlook for the car wash industry
The right way to deal with difficult customers and situations
Four tips for leading in uncertain times
Test your emerging technology I.Q.
Communicating trust in the digital age
Jimmy Starnes, Wash Me Now
Ben Melendez, Vintage Car Wash
Marla Mayer, Weiss Guys’ Car Wash
Take a Tour: WOW Car Wash
Automotive technology
The “How” of Carwashing
Blast from the Past
Download It!
Marketing Minute
Top Tweets
Ask Champ
Advertiser Index
5 Things
Car Wash - Spring 2018 - intro
Car Wash - Spring 2018 - bellyband1
Car Wash - Spring 2018 - bellyband2
Car Wash - Spring 2018 - cover1
Car Wash - Spring 2018 - cover2
Car Wash - Spring 2018 - 3
Car Wash - Spring 2018 - 4
Car Wash - Spring 2018 - 5
Car Wash - Spring 2018 - 6
Car Wash - Spring 2018 - 7
Car Wash - Spring 2018 - 8
Car Wash - Spring 2018 - 9
Car Wash - Spring 2018 - 10
Car Wash - Spring 2018 - 11
Car Wash - Spring 2018 - 12
Car Wash - Spring 2018 - 13
Car Wash - Spring 2018 - 14
Car Wash - Spring 2018 - Letter from the ICA
Car Wash - Spring 2018 - 16
Car Wash - Spring 2018 - Meet the Board
Car Wash - Spring 2018 - By the Numbers
Car Wash - Spring 2018 - 19
Car Wash - Spring 2018 - 20
Car Wash - Spring 2018 - Overheard Online
Car Wash - Spring 2018 - 22
Car Wash - Spring 2018 - 23
Car Wash - Spring 2018 - 24
Car Wash - Spring 2018 - ICA’s 2017 Annual Report
Car Wash - Spring 2018 - 26
Car Wash - Spring 2018 - 27
Car Wash - Spring 2018 - 28
Car Wash - Spring 2018 - 29
Car Wash - Spring 2018 - 30
Car Wash - Spring 2018 - ICA Partnership Update
Car Wash - Spring 2018 - 32
Car Wash - Spring 2018 - 33
Car Wash - Spring 2018 - 34
Car Wash - Spring 2018 - 35
Car Wash - Spring 2018 - Join the Club
Car Wash - Spring 2018 - 37
Car Wash - Spring 2018 - 38
Car Wash - Spring 2018 - 39
Car Wash - Spring 2018 - 40
Car Wash - Spring 2018 - 41
Car Wash - Spring 2018 - 42
Car Wash - Spring 2018 - 43
Car Wash - Spring 2018 - Creating a destination
Car Wash - Spring 2018 - 45
Car Wash - Spring 2018 - 46
Car Wash - Spring 2018 - 47
Car Wash - Spring 2018 - 48
Car Wash - Spring 2018 - 49
Car Wash - Spring 2018 - 50
Car Wash - Spring 2018 - 51
Car Wash - Spring 2018 - Feeling Fine
Car Wash - Spring 2018 - 53
Car Wash - Spring 2018 - 54
Car Wash - Spring 2018 - 55
Car Wash - Spring 2018 - 56
Car Wash - Spring 2018 - 57
Car Wash - Spring 2018 - 58
Car Wash - Spring 2018 - 59
Car Wash - Spring 2018 - Marketing goes mobile
Car Wash - Spring 2018 - 61
Car Wash - Spring 2018 - 62
Car Wash - Spring 2018 - 63
Car Wash - Spring 2018 - 64
Car Wash - Spring 2018 - 65
Car Wash - Spring 2018 - Where the rubber meets the road
Car Wash - Spring 2018 - 67
Car Wash - Spring 2018 - 68
Car Wash - Spring 2018 - 69
Car Wash - Spring 2018 - 70
Car Wash - Spring 2018 - 71
Car Wash - Spring 2018 - 72
Car Wash - Spring 2018 - 73
Car Wash - Spring 2018 - 74
Car Wash - Spring 2018 - 75
Car Wash - Spring 2018 - Online outreach
Car Wash - Spring 2018 - 77
Car Wash - Spring 2018 - 78
Car Wash - Spring 2018 - 79
Car Wash - Spring 2018 - 80
Car Wash - Spring 2018 - 81
Car Wash - Spring 2018 - 82
Car Wash - Spring 2018 - 83
Car Wash - Spring 2018 - 84
Car Wash - Spring 2018 - 85
Car Wash - Spring 2018 - Click here: Facebook 101
Car Wash - Spring 2018 - 87
Car Wash - Spring 2018 - 88
Car Wash - Spring 2018 - 89
Car Wash - Spring 2018 - 90
Car Wash - Spring 2018 - 91
Car Wash - Spring 2018 - Anti-social media
Car Wash - Spring 2018 - 93
Car Wash - Spring 2018 - 94
Car Wash - Spring 2018 - 95
Car Wash - Spring 2018 - 96
Car Wash - Spring 2018 - 97
Car Wash - Spring 2018 - 98
Car Wash - Spring 2018 - 99
Car Wash - Spring 2018 - 100
Car Wash - Spring 2018 - Regional Update
Car Wash - Spring 2018 - 102
Car Wash - Spring 2018 - Big brand, small budget
Car Wash - Spring 2018 - 104
Car Wash - Spring 2018 - 105
Car Wash - Spring 2018 - Why now is the best time to plan to attend your industry trade show
Car Wash - Spring 2018 - 107
Car Wash - Spring 2018 - 108
Car Wash - Spring 2018 - 109
Car Wash - Spring 2018 - 110
Car Wash - Spring 2018 - Five reasons to offer unlimited washes
Car Wash - Spring 2018 - 112
Car Wash - Spring 2018 - 113
Car Wash - Spring 2018 - 114
Car Wash - Spring 2018 - Listen, learn & earn
Car Wash - Spring 2018 - 116
Car Wash - Spring 2018 - 117
Car Wash - Spring 2018 - 118
Car Wash - Spring 2018 - 119
Car Wash - Spring 2018 - 120
Car Wash - Spring 2018 - Recruiting top talent
Car Wash - Spring 2018 - 122
Car Wash - Spring 2018 - 123
Car Wash - Spring 2018 - 124
Car Wash - Spring 2018 - An economic outlook for the car wash industry
Car Wash - Spring 2018 - 126
Car Wash - Spring 2018 - 127
Car Wash - Spring 2018 - The right way to deal with difficult customers and situations
Car Wash - Spring 2018 - 129
Car Wash - Spring 2018 - 130
Car Wash - Spring 2018 - 131
Car Wash - Spring 2018 - Four tips for leading in uncertain times
Car Wash - Spring 2018 - 133
Car Wash - Spring 2018 - 134
Car Wash - Spring 2018 - 135
Car Wash - Spring 2018 - 136
Car Wash - Spring 2018 - Test your emerging technology I.Q.
Car Wash - Spring 2018 - 138
Car Wash - Spring 2018 - 139
Car Wash - Spring 2018 - 140
Car Wash - Spring 2018 - Communicating trust in the digital age
Car Wash - Spring 2018 - 142
Car Wash - Spring 2018 - 143
Car Wash - Spring 2018 - 144
Car Wash - Spring 2018 - Jimmy Starnes, Wash Me Now
Car Wash - Spring 2018 - 146
Car Wash - Spring 2018 - 147
Car Wash - Spring 2018 - 148
Car Wash - Spring 2018 - Ben Melendez, Vintage Car Wash
Car Wash - Spring 2018 - 150
Car Wash - Spring 2018 - Marla Mayer, Weiss Guys’ Car Wash
Car Wash - Spring 2018 - 152
Car Wash - Spring 2018 - 153
Car Wash - Spring 2018 - Take a Tour: WOW Car Wash
Car Wash - Spring 2018 - 155
Car Wash - Spring 2018 - 156
Car Wash - Spring 2018 - 157
Car Wash - Spring 2018 - Automotive technology
Car Wash - Spring 2018 - 159
Car Wash - Spring 2018 - 160
Car Wash - Spring 2018 - 161
Car Wash - Spring 2018 - The “How” of Carwashing
Car Wash - Spring 2018 - 163
Car Wash - Spring 2018 - Blast from the Past
Car Wash - Spring 2018 - 165
Car Wash - Spring 2018 - Download It!
Car Wash - Spring 2018 - Marketing Minute
Car Wash - Spring 2018 - 168
Car Wash - Spring 2018 - Top Tweets
Car Wash - Spring 2018 - Ask Champ
Car Wash - Spring 2018 - 171
Car Wash - Spring 2018 - Advertiser Index
Car Wash - Spring 2018 - 173
Car Wash - Spring 2018 - 174
Car Wash - Spring 2018 - 175
Car Wash - Spring 2018 - 176
Car Wash - Spring 2018 - 177
Car Wash - Spring 2018 - 5 Things
Car Wash - Spring 2018 - cover3
Car Wash - Spring 2018 - cover4
Car Wash - Spring 2018 - outsert1
Car Wash - Spring 2018 - outsert2
Car Wash - Spring 2018 - outsert3
Car Wash - Spring 2018 - outsert4
Car Wash - Spring 2018 - outsert5
Car Wash - Spring 2018 - outsert6
Car Wash - Spring 2018 - outsert7
Car Wash - Spring 2018 - outsert8
Car Wash - Spring 2018 - outsert9
Car Wash - Spring 2018 - outsert10
Car Wash - Spring 2018 - outsert11
Car Wash - Spring 2018 - outsert12
https://www.nxtbook.com/naylor/ICWQ/ICWQ0218
https://www.nxtbook.com/naylor/ICWQ/ICWQ0118
https://www.nxtbook.com/naylor/ICWQ/ICWQ0417
https://www.nxtbook.com/naylor/ICWQ/ICWQ0317
https://www.nxtbook.com/naylor/ICWQ/ICWQ0217
https://www.nxtbook.com/naylor/ICWQ/ICWQ0117
https://www.nxtbook.com/naylor/ICWQ/ICWQ0416
https://www.nxtbook.com/naylor/ICWQ/ICWQ0316
https://www.nxtbook.com/naylor/ICWQ/ICWQ0216
https://www.nxtbook.com/naylor/ICWQ/ICWQ0116
https://www.nxtbook.com/naylor/ICWQ/ICWQ0415
https://www.nxtbook.com/naylor/ICWQ/ICWQ0315
https://www.nxtbook.com/naylor/ICWQ/ICWQ0215
https://www.nxtbook.com/naylor/ICWQ/ICWQ0115
https://www.nxtbookmedia.com