These programs are great incentives for the loyal customer.
Set up as a loyalty benefit, this style of account allows the
client to have their credit cards automatically charged on
a monthly basis in exchange for convenient use at your car
wash. Subscription accounts offer clients complete flexibility to match their car wash needs.
This type of program illustrates outstanding use of technology to identify the loyal customer who might be offered
the special benefit, while delivering
a virtually labor-free opportunity to
provide special treatment and service
at the car wash. Direct withdrawal
of the funds ensures that little time
is needed by the customer to manage the account. This is a win for the
owner/operator—and the client.
At PDQ, we facilitate loyalty
through our Wash Access Loyalty
System. WALS is a web-based system
that provides the data-management
and technological resources needed
to operate a successful loyalty program. This system offers infinite
code variations and tracking abilities to identify the very best customers and to create manageable loyalty
programs.
Manufacturing is recognized as a technological leader in vehicle wash
systems, providing superior quality, outstanding support, and products
that contribute to its customers' profitability. Brands include LaserWash®
and ProTouch® In-Bay Automatic Vehicle Wash Systems, SwingAir® and
MaxAir® Dryers, Access® Wash Activation Systems, Cortex and WALS.
Products are sold and supported worldwide through an extensive distribution network. For more information, visit www.pdqinc.com or call (800)
227-3373. David can be reached at David.Dougherty@pdqinc.com.
CONCLUSION
While providing a clean car should
is the goal of of all c-store car wash
operations, the hard work shouldn't
stop there. That means making the
best effort to set up a loyalty program that can obtain a 15 percent
to 20 percent retention rate is worth
that effort. However, once loyalty
is achieved, it is up to the business
operator to ensure that loyalty is not
squandered. A directed, enhanced
level of communication, laser-focused on utilizing the available technology and data gathered, must be
employed and sustained to provide
success for the car wash operating
in the modern petroleum-retail and
c-store marketplace.
*Based on Fredrick Retchheld,
the author of "The Loyalty Effect"
David Dougherty is the senior product
manager for in-bay automatics at PDQ
Manufacturing, Inc., De Pere, WI. PDQ
www.npnweb.com n NPN Magazine
September 2013
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