Login // SHOP
Search
Close this search box.

Level Up: How To Make Your Car Wash a Membership Magnet

Launching a car wash membership program is one of the smartest moves you can make for your car wash business. Subscriptions increase customer lifetime value and average spending, especially in today’s competitive wash industry. To sustain the success of your membership program, you must retain as many members as you attract. 

Elevate Your Membership Strategy

Your wash’s physical location is already the perfect stage to market and grow your membership plan. This guide teaches you how to use your site to elevate your membership strategy for short- and long-term success.

Engage Customers at Key On-Site Touchpoints

Professional car washes have many zones in which to engage customers, from the entrance, pay station, and vacuuming area to the detailing space and exit. These points allow you to create a seamless experience and encourage customers to sign up for your membership programs. 

Here’s how to do it:

Ensure Your Site Is Selling for You

You get your customers’ attention whenever they visit your car wash lot. Therefore, make your lot a marketing tool by implementing zone marketing. In a recent webinar, Bobby Jones, VP of Aftermarket Solutions at NCS, suggested setting up the following zones in your membership strategy plan: 

  • An education zone at the entrance to inform customers about membership plans and benefits
  • A decision zone near the point of sale and waiting area to prompt customers to make membership decision
  • A reinforcement zone in the post-wash areas to again emphasize membership value and capture last-minute sign-ups

Leverage the CSA (Customer Service Attendant) Role

As the primary point of contact with customers, your customer service attendants (CSAs) can market your membership plans and address customer concerns and questions. CSAs interact with repeat customers frequently and are familiar with the services they seek. This makes them well-placed to recommend membership programs based on individual customer needs and preferences, boosting enrollment prospects. 

Train your CSAs in the best practices of informally engaging customers and collecting feedback without being overly aggressive. Provide them with resources like membership rack cards and flyers to hand out to customers and use to market your membership plans.

Offer Exclusive Perks To Create Membership Loyalty

Customers want more than cost savings from a car wash membership plan. They want to feel special to you and your business. That’s why you should tailor membership plans with exclusive perks to make them more valuable and desirable. Check out how to go about it:

  • Introduce unique benefits: Roll out perks to differentiate your car wash subscriptions from others. Use techniques such as branded towels, free monthly washes, or free pet washes for pet parents. 
  • Give out free extras as referral drivers: Provide incentives to both the referrer and the new customers. It encourages positive word-of-mouth from new and existing customers, attracting even more customers who are likely to sign up.

Utilize Community Engagement for Organic Growth

While paid advertising attracts new customers in the short term, organic growth fosters a more loyal and engaged customer base. 

Community engagement is a powerful strategy for driving organic growth for your car wash business. Being actively involved in your local community allows you to build strong relationships, foster trust, and attract loyal customers who help you increase car wash profitability.   

Here are some practical ways to utilize community engagement:

Partner with Local Businesses

Collaborate with other businesses in your area to offer joint promotions or discounts to customers. For example, partner with local car yards and allow them to use your membership programs as an incentive to sell vehicles.

Alternatively, partner with a local deli to create a mutually beneficial promotion. Perhaps encourage it to set up a tent at your car wash entrance or waiting area to sell sandwiches and also hand out membership flyers. Such partnerships help you reach a wider audience and increase membership registrations.

Support Fundraisers for Schools and Charities

Contribute to charitable causes important to your community, such as local school fundraisers and sports events. If you cannot afford to donate, volunteer at these events and encourage your employees to join. 

You may also offer to host these events at your car wash. Such undertakings enable you to build strong relationships and position you and your business as a vibrant community member. Doing so attracts loyal customers who support and refer your car wash services and programs.

Optimize Your On-Site Messaging

Well-designed and strategically placed signage ensures many potential customers see your membership message. Even if they don’t sign up immediately, the information will remain at the top of their minds. 

Make the Most of Signage

When creating signage, avoid generic messages because they’re superficial and unlikely to persuade prospects. Instead, highlight exclusive membership benefits and motivate retail customers to upgrade. Bobby Jones suggests incorporating all the benefits your monthly membership offers. 

Also, feature your brand colors and fonts for a cohesive look. Ensure your signage is prominently placed in high-traffic areas, and use illuminated or digital signage for maximum visibility. As if it needs to be said – make sure signage is professional, not hand drawn. If you have questions about how to achieve the right look and feel for your wash, consult with expert providers. The extra money you’ll spend is well worth it vs. poor quality signage which cheapen your brand and turn customers away.

Use every opportunity available to get the word out. For instance, integrate membership messaging into functional signage like entrance and exit signs. This will reinforce your membership program and increase awareness.

Reinforce Membership Offers at Multiple Points

Customers react differently to membership information at different stages of their car wash experience. A new retail customer might be hesitant at the entrance but more open to membership after experiencing your services.

Discounted offers or loyalty programs at the pay point might sway a repeat customer considering membership but deterred by the cost. So, strategically place membership plan information and offers throughout your car wash.

Use Promotions and Incentives for Membership Sales

Promotions and incentives are potent tools for driving successful car wash membership registrations. Here’s how to maximize them:

Drive Signups With CSA Incentives

Training CSAs on membership sales is a good start, but incentivizing them will further motivate them to promote memberships actively. Bobby suggests that car wash owners:

  • Create contests or leaderboards for CSAs to create friendly competition that drives membership sales
  • Offer CSA commissions for each sale
  • Provide prizes or recognition for top-performing CSAs

Pre-sell Memberships During Grand Openings

Incentivize potential customers by preselling membership subscriptions during grand openings. For example, start a “founder’s club” that provides exclusive benefits like early access, free washes, and merchandise before launching a new service. This creates a sense of exclusivity and generates excitement, motivating new customers to enroll and existing ones to upgrade their plans.

Tailor Membership Pricing To Attract New Customers

Membership programs have historically been associated with the affluent, and in many industries, like hospitality, they often come with a premium price tag. This perception can deter potential customers who may believe memberships are out of their reach. To attract new customers, car wash owners must strategically tailor membership pricing to challenge this notion.

  • Emphasize competitive pricing: Lead your membership program marketing with lower-tier membership prices to attract customers.
  • Offer limited-time discounts to lock in members: Roll out discounts to attract new members and encourage current ones to renew. For instance, since most membership plans expire as the year ends, offer discounted multi-month subscription plans to encourage sign-ups and lock in members for the new year.

Seek Feedback To Understand Needs and Address Issues

Don’t just roll out discounts and membership plans endlessly — take the time to collect and review customer feedback. This will allow you to understand customer needs and preferences and, as a result, tailor your offerings for a more personalized experience. It enables you to proactively address member concerns, demonstrating your commitment to their satisfaction. This inspires loyalty and reduces churn. 

To collect feedback without annoying customers, a car wash operator participating in the webinar suggested gathering contact information at the pay station and following up with a survey or shortcode. This approach allows you to reach out directly and get feedback at a convenient time for the customer.

Learn More About How To Level Up Your Car Wash for Membership Growth

Your physical location is the most powerful tool in your arsenal when it comes to growing your membership program. However, to maximize it, you must combine a variety of strategies. The above methods are a good start. 

As you implement them, remember that building a successful membership program takes time and effort. Stay adaptable, and watch our in-depth webinar to learn more about maximizing your car wash membership program and ways to level up your car wash business.

Read More

Share this

VIP Golf Experience

*This is a suggested schedule, but we’re happy to accommodate your travel plans—just note that all experiences must take place on the 25th.

8:00 am

Private Driver Pick-Up

  • Your dedicated driver arrives at Resorts World in a luxury vehicle.

8:45 am

Arrival at the Golf Course

  • Arrive at an exclusive, world-class golf course where a personal caddy greets you with your custom-fitted golf gear and itinerary for the day.

9:00 am

Warm-Up & Practice

  • Spend time at the driving range or practice greens to loosen up, with your caddy offering assistance as needed.

10:00 - 1:00 pm

18-Hole Golf Experience

  • Tee off on a pristine course.
  • Enjoy a beverage cart service offering refreshing drinks, cocktails, and snacks throughout your round.

1:30 pm

VIP Lunch at the Clubhouse

  • Relish a gourmet lunch at the clubhouse restaurant, featuring chef-crafted dishes and premium beverages.
  • Savor panoramic views of the course while dining in style.

3:00 pm

Private Driver Pick-Up

  • Your driver meets you at the clubhouse to escort you back to your Resorts World in comfort.

5:00 - 7:00 pm

Cocktails & Conversations

  • Join us at Resorts World for the ultimate Restore Experience

VIP Adrenaline Mountain Experience

*This is a suggested schedule, but we’re happy to accommodate your travel plans—just note that all experiences must take place on the 25th.

8:30 am

Private Driver Pick-Up

  • Your personal driver arrives at Resorts World in a luxury SUV to head to Adrenaline Mountain

9:30 am

Arrival at Adrenaline Mountain

  • Be greeted by the friendly staff and receive a VIP welcome.
  • Enjoy a brief orientation and overview of the day’s activities tailored to your preferences

10:00 - 12:30 pm

Choose from an array of thrilling adventures:

  • Shooting Experiences: Fire an array of firearms, from fully automatic machine guns to vintage models.
  • Off-Roading: Conquer rugged terrain in ATVs, UTVs, or even a monster truck.
  • Heavy Equipment Playground: Crush cars or operate heavy machinery like bulldozers.
  • Archery or Axe Throwing: Test your aim and skill in these classic outdoor challenges.

1:00 pm

Gourmet Lunch in the Desert

  • Indulge in a catered meal set up in a private, shaded area, complete with refreshing beverages and a stunning view of the surrounding mountains and desert landscape.

2:30 pm

Private Driver Pick-Up

  • Your driver meets you at Adrenaline Mountain to transport you back to your hotel in ultimate comfort.

5:00 - 7:00 pm

Cocktails & Conversations

  • Join us at Resorts World for the ultimate Restore Experience

VIP Spa Experience

*This is a suggested schedule, but we’re happy to accommodate your travel plans—just note that all experiences must take place on the 25th.

9:00 am

Private Driver Pick-Up

  • Your luxury vehicle will arrive at your hotel to transport you to the elegant Fontainebleau Spa in Las Vegas. Relax and enjoy the ride in style and comfort.

9:30 am

Arrival at the Fontainebleau Spa

  • Receive a warm welcome and a personal consultation to customize your wellness and relaxation experience.

10:00 - 1:00 pm

Exotic Car Racing Experience

  • Immerse yourself in ultimate relaxation with a selection of premium treatments:
    • Signature Massage: A therapeutic massage tailored to your needs.
    • Rejuvenating Facial: A luxurious treatment to revitalize your skin.
    • Body Treatments: Pamper yourself with a body wrap, scrub, or detoxifying therapy.
  • Enjoy access to the serene spa amenities, including whirlpools, steam rooms, saunas, and relaxation lounges.

1:30 pm

Lunch at the Fontainebleau

  • Savor a delectable meal at one of the spa’s exclusive dining spots. Choose from a menu of fresh, gourmet dishes paired with refreshing beverages or cocktails.

3:00 pm

Private Driver Pick-Up

  • Your driver arrives to escort you back to your hotel, ensuring a smooth and peaceful end to your rejuvenating day.

5:00 - 7:00 pm

Cocktails & Conversations

  • Join us at Resorts World for the ultimate Restore Experience

VIP Exotic Car Racing

*This is a suggested schedule, but we’re happy to accommodate your travel plans—just note that all experiences must take place on the 25th.

9:00 am

Private Driver Pick-Up

  • Begin your day in style as your luxury chauffeur arrives at your hotel to transport you to Exotics Racing.

9:15 am

Arrival at Exotics Racing Las Vegas

  • Enjoy a brief orientation with your professional racing instructor, including safety tips and insights about the supercars available for your experience.

9:45 am - 1:00 pm

Exotic Car Racing Experience

  • Choose from an incredible fleet of high-performance supercars, including Ferraris, Lamborghinis, McLarens, and more.
  • Start with a discovery lap in a Porsche Cayenne to familiarize yourself with the track.
  • Hit the racetrack for the ultimate driving experience, feeling the adrenaline as you unleash the power of these incredible machines with the guidance of an expert instructor.
  • Relive the excitement with professional photos and videos capturing your experience. Receive a certificate to commemorate your achievements on the track.

1:30 pm

Gourmet Lunch

  • Enjoy a delicious lunch arranged by Exotics Racing. Savor a menu of fresh, chef-prepared dishes and refreshing beverages as you unwind from the morning’s excitement.

3:00 pm

Return to Your Hotel

  • Your private driver arrives to take you back to your accommodations, ensuring a smooth, comfortable, and relaxing ride.

5:00 - 7:00 pm

Cocktails & Conversations

  • Join us at Resorts World for the ultimate Restore Experience