I am thinking about marketing a membership for a self-serve a few miles away from the wash to attract customers that would not usually use my wash, thinking that the membership would make it worth the drive past the wash they usually use. Has anyone had experience with self-serve memberships?
Self-serve memberships
- Thread starter Wheels
- Start date
I'm not sure exactly what you are asking, but I understand the Everwash app could allow for membership, and as far as marketing, I was going to begin with apartments just past where I would naturally get customers based on location alone.
But want to learn other operator's thoughts.
washnshine
Well-known member
If you are trying to take customers from another wash, be sure that your wash is better than the competing wash if it isn’t already. That is more important to do first before trying a membership plan.
Wash and shine, that’s a great point thank you.
has anyone had any experience with self serve membership at your wash?
has anyone had any experience with self serve membership at your wash?
MudMoney
Well-known member
I would lose my butt on a membership program.
washnshine
Well-known member
Greg Pack
Wash Weenie
I know one operator with everwash and he is not happy with it. He is a medium volume site and it has returned a very poor ROI. I know there can be more to it than that: pricing plans, attendants selling the program, etc. But it definitely is not a "build it and they will come "type program.
I continue to be intrigued with that gated self serve. With the right location(six bays or more , good demographics, and layout conducive to installing) it seems to work well, and actually easier to manage than a regular wash.
I continue to be intrigued with that gated self serve. With the right location(six bays or more , good demographics, and layout conducive to installing) it seems to work well, and actually easier to manage than a regular wash.
MEP001
Well-known member
I still wish I could have made it work. The people coming through just to dump their trash was insane. The drug dealers were somehow getting worse despite me running them off every 30 minutes. I might pick up another wash which would have a better chance of working. I think I'd charge a $2 entry and vend $2 worth of tokens. I like the thought of unlimited for an entry fee but I know some will abuse it, and I won't be abused.
We tried a self-serve membership at one our car washes. For $19.99/month, customers would get $40 worth of time. We would give the customer a gift card.
It didn't work for us. What works for your IBA/tunnel wash is that there are a handful of car wash packages. With self-serve, we had customers who spend anywhere from $3 to $15. It's tough to find a sweet spot.
We did allow for time to carryover to subsequent months. When someone cancelled, we would cut it off, and that created problems.
We didn't sell too many of them. What we did sell was a headache.
Kimberly Berg
Well-known member
I have a high-end 5-bay SS car wash. We installed Coinless app 10 months ago, and they offer both a Loyalty Program and Membership Club. I decided to go with the Loyalty Program, where for every $50 spent, the customer will receive $5 in credits. My thinking was that I would rather "reward" a customer for their loyalty, than have them feel committed to me taking $20 every month. It works for me, as my customers LOVE the app and my average SS wash has increased from $7 to $15.
Mattwash
Member
I have also been looking into memberships. Only reason I am more inclined to do it, I have had several fleets of vehicles coming through at different times to wash 3-4 vehicles. I also have an Amazon distribution center about 1.5 miles from me and have talked to several of the drivers when they come through.
I believe if mine was to be successful, I would have to go around and sell it to the businesses. Another big customer target for me would be the boaters. There are a couple of big boat launches for the Bayous/Galveston bay within 2 miles from me. Would reach out to the boat shops and try to partner with them somehow, e.g. I would give every new boat purchase 3 months of free washes. It may sound like a risky move but if a boater uses your place for several months straight, they become hooked. I understand you risk abuse of the system, but water/chemicals/electricity is also very cheap. As others have mentioned, I don't believe a sign will sell a membership.
I believe if mine was to be successful, I would have to go around and sell it to the businesses. Another big customer target for me would be the boaters. There are a couple of big boat launches for the Bayous/Galveston bay within 2 miles from me. Would reach out to the boat shops and try to partner with them somehow, e.g. I would give every new boat purchase 3 months of free washes. It may sound like a risky move but if a boater uses your place for several months straight, they become hooked. I understand you risk abuse of the system, but water/chemicals/electricity is also very cheap. As others have mentioned, I don't believe a sign will sell a membership.