Car wash subscriptions have surpassed trend status and have become a must-have for convenience stores.

Subscription programs are the ultimate, extreme loyalty programs, giving customers a frictionless and contactless solution and ensuring recurring revenue for retailers.

Subscriptions reward customers and transform the entire shopping experience.

Beyond stamps and points rewards that customers earn, subscription programs offer customers the luxury of “unlimited” products each month.

Customers will be drawn to the program’s simplicity and irresistibly clear, consistent perks.

Subscription programs are seamless, rewarding experiences that keep customers coming back.

The number of retailers offering car wash subscription programs has grown exponentially in recent years, especially in the North American convenience market following global success at companies like Circle K. 

Circle K’s Global Car Wash Subscription Success

Circle K, operated by Canada’s Alimentation Couche-Tard, has become one the most widely recognized convenience store brands, known worldwide for quality products and great customer service.

Circle K uses Liquid Barcodes’ subscription platform to power its car wash subscription app program.

With more than 15,000 stores around the world, Circle K operates more than 5,845 stores in the United States and holds strong at number two on the 2024 NACS/NielsenIQ list of the Top 100 Convenience Retailers as ranked by store count.

Circle K’s vast global network of more than 2,750 car washes has digitally transformed operations with its revolutionary car wash subscription program.

First launched in 2020 in Denmark and the U.S., the program quickly expanded into Canadian stores and other global markets.

Car Wash Subscriptions Take Over Eastern U.S.

Earlier this year, thought-leader Enmarket began offering customers monthly subscription car washing options with its new, state-of-the-art Marketwash mobile app.

With a goal of providing customers with a frictionless and contactless car care solution, Enmarket rises up as a leader among the top convenience retailers.

Enmarket operates 25 Marketwash in-bay washes and looks forward to building recurring revenue for the business.

Headquartered in Savannah, Georgia, Enmarket operates 130 convenience stores throughout Georgia, South Carolina, and North Carolina.

“Enmarket has long embraced technology to serve and engage customers and is looking forward to introducing the easy-to-use Marketwash app to provide a convenient, fast car wash experience,” says Matt Clements, Enmarket’s President.

He continues, “Our marketing and car wash teams had a great vision for this product that Liquid Barcodes helped bring to life.We are now excited to share it with our customers.”

Sunshine Gasoline Distributors, one of the largest retailers in Florida, rolled out car wash subscriptions several years ago, tapping Liquid Barcodes to develop and maintain the app.

Sunshine also uses mobile fuel pay using only direct bank payment (ACH). Sunshine supplies fuel to 536 gas stations and operates nearly 400 of those sites.

Sunshine’s newest app includes car wash subscriptions for multiple price points, fuel pay, games and more.

Warrenton Oil, dba FastLane, leads its Missouri market with a car and truck wash subscription program.

FastLane is the first in the Midwest US to offer a truck wash subscription program, opening up a whole new revenue stream for fleet customers in a bay that is large enough to service semi-trucks and trailers, fuel tankers, motorhomes, travel trailers, equipment on flatbed trailers and more.

A Warrenton Oil Company representative commented, “We are excited to offer not only a fast and easy car wash subscription program but our region’s first truck wash subscription program.

Customers are pleased to know they have full access to purchase and manage subscriptions from their mobile device, not in person like most car wash tunnel competitors.”

Warrenton Oil Company, headquartered in Truesdale, Missouri, operates 59 FastLane convenience stores throughout the state in addition to WOCO Transportation LLC, hotels, food service operations, and car and truck washes.

Warrenton Oil Company operates 17 car wash locations and one FastLane Truck Wash location.

Car Wash Subscription is a Must-Have in California Where Car Care is Supreme

Loop Neighborhood has recently launched its updated mobile app adding a frictionless and contactless car care solution.

Loop Neighborhood operates more than 90 locations throughout California in the Bay Area, Sacramento, and Southern California.

The newly updated Loop Neighborhood mobile app includes car wash subscriptions, in-app games, and exclusive member offers.

Customers can select from several car wash subscription packages, add-ons, or one-time washes for a contactless car wash experience.

California’s H&S Energy, dba Power Market, offers car wash subscriptions throughout its vast network of stores, also powered by Liquid Barcodes.

H&S Energy operates 170+ retail gasoline service stations along with convenience stores under the well-recognized brands Extra Mile and Power Market.

The newly released Power Market mobile app includes car wash subscription with multiple tiers and single washes, in-app games, and more.

H&S Energy President of Operations and Retail, Amir Hasan, shared: “We are excited to introduce a carwash subscription program to our customers.

We are offering the ultimate level of convenience to our customers and continue to live up to our mission to be a one-stop shop for refueling, carwash services and a wide variety of snacks, beverages, and specialty items.”

H&S Senior Director of Operational Systems, Fidaa Mohrez adds, “Car care is extremely important to California drivers and by providing an easy and affordable car wash subscription program, we can be sure our customers will visit our stores frequently to keep their vehicles looking pristine.”

Read more about these successful retailers in these very visual case studies.

6 Key Strategies for Car Wash Subscription Program Success

Recently, amidst the bustle of the May 2024 International Carwash Association’s Car Wash Show, convenience car wash expert Lars Kiib Hecht sat down with Lara Pagendarm-Winter, marketing specialist for Liquid Barcodes to discuss all things subscriptions.

Lars is an expert in car wash operations for gas stations and convenience stores, having spent many years as the architect of the Circle K global car wash program and a highly successful subscription app, powered by Liquid Barcodes. 

In the interview, Lars offered 6 strategies for implementing a successful car wash subscription program.

  1. Importance of Subscriptions: Subscriptions are essential for business growth and customer retention. Companies not implementing subscriptions risk losing customers to competitors who do

  2. Overcoming Initial Fears: Some think that subscriptions might reduce margins by converting full-price customers to subscribers. Lars disagrees and asserts that subscriptions actually contribute to recurring revenue and upselling opportunities.

  3. Customization Based on Market: Subscription models are not one-size-fits-all and must be tailored to different markets. Customer behavior varies significantly by region, necessitating market-specific adjustments.

  4. Integration with Loyalty Programs: Subscriptions are closely tied to loyalty, as they foster long-term customer relationships. Providing good value through subscriptions enhances loyalty and customer satisfaction

  5. Technical Considerations: Implementing subscriptions involves technical challenges, such as integrating with POS systems and managing fraud. Alternatives like using mobile phones for customer identification can be more cost-effective than advanced systems like license plate recognition.

  6. Community Engagement: Successful subscription programs often involve community engagement and partnerships. Examples include collaborations with local sports clubs to drive subscriptions and support community activities.

See the complete interview on the Liquid Barcodes website.

Achieve Loyalty Excellence

Large or small, retailers have found that having a functional, sleek, easy-to-use loyalty app is the optimal way to stand above the competition.

Developing a distinctive loyalty program is essential in the dynamic landscape of convenience retail, where challenges abound.

Liquid Barcodes is a leading global loyalty and digital marketing technology partner specializing in the convenience and foodservice industries.

The proprietary, cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with the “customer connection cycle” process to engage, promote, and reward customers’ activities in real time across digital and media channels.

Liquid Barcodes loyalty platform is powering loyalty programs for industry partners across several global markets, by offering unique subscription and mobile payment programsmachine learningpersonalizationgamificationloyalty, and other capabilities.

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