Setting up loyalty progam for IBA

[slash007]

I want to setup a loyalty progam for my IBA's, but with the wash only being only occasionally staffed, I wasn't sure how to promote it. Anyone else doing loyalty for IBA and have thoughts on whether it's worth doing, and how you are promoting it?

I thought about running a banner across each automatic that mentions it and tells customers to send their information to an email address, but wasn't sure if that was the best way.

Thanks.

 

[robert roman]

Purpose of a loyalty program is to increase customer retention and enable the wash to get customers to spend more than they otherwise would in a different pricing environment.

Membership earns right either to a discount on current purchase or an allotment of points that customers can use for future purchases.

Basic program requires club card visually similar to a credit card that identifies card holder as a member.

So, website is really an ideal way for to promote program for in-bay. Customers fill out application online and then mail them a card. Post sign on property directing customers to website.

Next, a smart phone app can be used for mobile marketing strategies.

Is it worth it with in-bay?

Depends on how many sign up and this depends on how good the rewards are.

For example, buy 8 get 1 free isn’t going to get anyone excited today. Buy 4 get 1 free will get some attention.

If the program is strong enough, customers will gravitate to it. If not, you will find out quick enough.

 

[slash007]

I can use either a card or a code, but I think a code is much easier. I could just get their information via email and then respond with a code that they can use each time. I was thinking about doing a buy 9 any wash and get a free $15 wash for your tenth. Maybe I should lower the requirement.

 

[Waxman]

i'd rather see you try a monthly program where you ding their credit card monthly for a fixed amount and they get x washes per month.

i visited a carwash in fla that did this and liked the sound of this operator's program ( conveyorized wash ).

they get a bonus (rewards) while you get regular monthly income, paid to you in advance.

 

[slash007]

Monthly programs are nice, but they work much better on conveyor washes. Not enough volume on the in bay, then I would also have to find a way to add an rfid system or similar, and I don't have room for that.

 

[gearhead]

We have a wash club and offer 3 different price points to purchase. $25 for $20, $40 for $30, and $60 for $45. They can renew at any level they choose each time. On top of that we give a free top wash on every 10th and a free birthday wash. I would say we have between 400 and 450 active members. Does pretty good for us.

 

[robert roman]

450 members is a nice number.

If each member washes twice a month, that’s 10,800 car count. It’s also 10,800 car count that will most likely not defect.

Code may or may not be easier but it’s not very personal.

Loyalty program is a club, special.

Go to public golf course and you have to shag your own cart, load/unload bag and clean your own clubs. At country club they do it all this for you.

Also card has your business and contact information on it and it goes in person’s wallet (possession).

Website and mobile marketing is crucial today. Without it, you will most likely miss out on attracting 1/3rd of potential customer base or the smart-phone generations - Millennials and Gen-X.

You will find they no longer respond well to e-mail strategies. These generations use text almost exclusively.

No website, smart phone app, how do you intend to reach these folks.

 

[slash007]

I decided to just put signs next to the automatics detailing the loyalty program, but I'm not sure of the best way to word it. Should I just say "Join our loyalty program and get free washes", then email them the details regarding how many washes to get a free one, or have the sign say "after your 8th wash, get our top wash free!", or something else? I'm not sure of the wording or of how many washes to require before giving one free. Buy 4 get 1 is too low...

 

[DiamondWash]

Here's what I have on my auto coinboxes I'm also signed up for WashCard's new "Pay by Phone" program once it's released http://www.washcard.com/software/phone