The hidden benefits of high volume - Professional Carwashing & Detailing

The hidden benefits of high volume

Advice on what makes the added traffic created by loyalty programs so valuable.

While the increased traffic generated by monthly pass customers is valuable in and of itself for the revenue it generates, we believe that it also offers high volume operators two “hidden benefits.”

Read also: PC&D magazine

1.      Locking In Market Share: When a carwash with a monthly pass plan has a volume of 200,000 or 300,000 it is taking that much traffic out of the market for its competitors. Monthly pass customers may change carwashes, just as gym members sometimes change fitness clubs, but neither is likely to do this often. Monthly pass customers are less impulse driven than other carwash customers. Since they’ve already sunk an investment in to “their carwash” they aren’t prone to stop at a competitor on their way home from work or visiting their mother-in-law. So, in effect, a carwash with a large number of monthly pass customers is making the local market smaller for its competitors.

2.      The Busy Site Magnet Effect: Did you ever go to a new town and try to decide where you want to grab dinner? Are you going to go to the restaurant with an almost empty parking lot or the one that looks busy? Customers apply the same logic to selecting a carwash. Many operators have told us that their traffic from non-pass customers increased after they began selling monthly passes, because their busier sites look more attractive to newcomers. Dave Jenkins, the Wash Works owner, reports that his non-monthly pass traffic increased by roughly 9 percent after he began selling monthly passes.

You May Also Like

Shifting Dynamics in the Top 50

The leading carwash chains start to focus on building over buying.

construction, building, bulldozer

The professional carwash industry continues to see an explosion of growth and expansion among the industry’s leading chains. For perspective, our 2011 Top 50 U.S. Conveyor Chain List accounted for only 974 conveyor locations. This year’s list shows that the top 50 conveyor chains in our industry now operate over 3,700 locations. 

2022 Top 50 U.S. Conveyor Chain List

A snapshot of the leading tunnel brands and operators in the U.S.

Featured profile: Cheetah Clean Holding Company

Historical success paired with modern innovation accelerate this wash’s growth.

Top 50 report: Looking back and forward

Reflecting on the carwash market and predictions for its future.

2022 Top 50 Conveyor Carwash List preview

Our list continues to take shape.

Other Posts

Driving repeat carwash business

Focusing on customer satisfaction can boost profits.

Featured profile: Gleam Car Wash

A shining example of investing in the community.

It’s the carwash pits

Preventing contaminated water from stinking up your carwash.

Mentioning the mentors

People who are making an immeasurable impact every day.