Case Study - Large Car Wash Chain marketing strategy with InboundAV

About this client

This Car Wash is a large chain that provides exterior car washes. It is considered the fastest-growing car wash in the nation and home of the original "Unlimited Car Wash Membership”. With over 160 locations, the company is based in Roseville, California and has operations in Arizona, California, Colorado, Texas, and Utah. Today, they are a leader in the car wash business.

Industry: Car Wash

Company Size: Large-Market (100+ Employees)

Location: California, Arizona, California, Colorado, Texas, and Utah.

Use Cases:
• Increase Engagement
• Decrease Churn and Attrition rate
• SMS implementation

PLATFORMS AND APPS USED

This large Car Wash chain was experiencing high churn with members of their car wash unlimited subscription, with an average attrition rate of 10% when they sought out InboundAV in July 2021. It was discovered that when unlimited members stop using the car wash service for two weeks straight, they eventually churned. This gave us a clear idea about their customer retention, which is an important factor in defining the company's membership success. When they were having a difficult time getting a hold of their churn problem internally, they turned to InboundAV to help provide them with a solution.

InboundAV identified key growth initiatives for this car wash chain: reduce churn, engage customers, and attract new subscribers. We discovered that they had thousands of limited customers sitting in the database, waiting to be converted into unlimited customers. Our first step was to engage new members, while simultaneously nurturing limited members until they converted to unlimited members through email automations. We also started utilizing SMS when people didn’t open emails to expand member touchpoints, optimizing this car wash chain member journey.

Making targeted and specific approaches to reducing the churn rate was our next step. Through maintenance and due diligence, we possessed the ability to understand its members better and effectively reach them, leading to increased ROI. We identified at-risk members – the moment we noticed customers were not going to any of the car wash locations, even before the two week mark, we reached out to members, providing not just reminders but also informative emails and SMS to keep them engaged. Each time members visited a location, automations were in place to congratulate or thank them. All emails were implemented with proper segmentation and personalization, ensuring the car wash’s emails stood out in their members’ inboxes as highly relevant and tailor-made material. These automated emails were granularly built to strengthen member experiences by sending the right content at the right time.

In the first three months after launching the automations, we have seen a drop in the attrition rate by 1.5% (roughly 1,500 members retained every month compared to the previous quarter before InboundAV’s engagement). Limited members converting to Unlimited members are currently running 50.73%–measured by the number of contacts that entered the automation and received the emails against the total number of contacts that changed subscription status from limited to unlimited). InboundAV’s partnership with this client is ongoing and we continue to find creative ways to attract and engage customers, even with a potential NFT loyalty campaign on the horizon.

Large Car Wash Chain improves customer retention metrics, finding new creative ways to 'delight'

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Large Car Wash Chain success story

About this client

PLATFORMS AND APPS USED

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