Having an unlimited wash club at your car wash seems like a great way to advance your car wash marketing strategy by creating more regular customers, but managing that club could feel like a headache. There are three main parts to running an unlimited wash club, setting up the club, maintaining the dues and customers, and customer service. By tackling each piece individually you’ll see that an unlimited wash program doesn’t have to be a headache to establish and maintain.
Unlimited wash club
Setting up an unlimited wash club may seem like it takes a lot of work, but with small steps forward you’ll have a club in no time. A good way to start is to check out what your competitors are offering. You want to be competitive in your field and seeing what everyone else offers is a great first step.
Next you’ll want to outline how you would like the club to function. Typically unlimited wash clubs offer membership at a rate of twice your most expensive wash, since most customers don’t use their membership every day and instead only increase their car wash rate by one or two washes. Some clubs have a tiered structure which a basic and premium membership so customers can receive a wash that suits their needs.
Lastly you’ll want to think about if you’d like to offer exclusive discounts to loyalty club members. This could be reduced rates on other services, access to special events or promotions, or any other bonus you may want to include.
Maintaining the club
The biggest aspect to maintaining your unlimited wash club memberships is keeping credit card information current. Most customers will sign up for your club with the understanding that their credit card will be charged monthly for access to the unlimited program. This is great for the customers because they don’t have to remember to pay a monthly invoice, but could be a headache for you if you don’t know how to maintain credit cards for each customer.
The best way to handle credit cards is with your point of sale system, or POS system. You can set up a portal, like you may use to pay your bills online for other services, and this is where customers can update information and pay their monthly bill. When their card expires, if they haven’t updated the system before it does, they will receive an email notifying them that they haven’t paid and a link to help them keep their account active. It will take a bit of work to set this up but you’ll be thanking yourself when you don’t have to constantly update credit cards and answer to unhappy customers.
Another potential headache that you may face in running an unlimited wash club is maintaining customer service. These loyal customers will want their membership to be worth it which means an elevated customer service experience. This could mean a VIP wash line for unlimited wash club members, access to exclusive services, and a club membership page on your website to answer their questions. Maintaining a high level of customer service means that customers will share their experience with others and are more likely to renew their membership and continue their business with you.