Learning the difference between them, and why offering both will best benefit your business.
Over the three decades WashCard has been in business, we’ve learned a thing or two about consumer behavior – even more specifically, of those in the car wash industry. You can regularly find us researching the importance of consumer loyalty and reviewing analytics on a weekly basis to see what’s working best for our customers. We strive to maintain up-to-date facts and figures that help us decide how to best help you!
As we’ve focused on making it easier for our clients to capture new audiences and turn them into repeat customers, one thing we’ve worked hard on building out in UWashApp is the power to easily offer choices. Why, you ask? Well…
According to Intermark Group’s July 2023 article “The Power of Autonomy & Consumer Choice” consumer choice is “a cornerstone of modern marketing”. Giving your customers choices empowers them with a renewed sense of control and freedom; they feel you care about their unique needs and are allowing them to choose what works best for them, not just your bottom line. Giving your customers autonomy is even linked to higher overall consumer happiness and satisfaction, and it organically grows your relationship with them too.
While it’s true that offering too many choices can lead to decision paralysis and customer dissatisfaction, with UWashApp, we’ve made it easier for your customers than ever when it comes to choosing what works best for them at your wash. So let’s talk about giving your customers the power of choice via programs like Wash Packages and Memberships!
Learn More: Wash Packages
Wash packages are an easily customizable option in UWashApp that offer wash operators a way to sell discounted washes in advance. They are great for customers who enjoy getting a bargain without the increased pressure of time sensitivity, because wash packages never expire. Customers can purchase one package at a time, but they can also purchase other washes and services along with their package – meaning they can buy everything they need at once.
Car wash operators can set packages for automatics, self serves, or pet washes, so this is a good option for any wash to provide. Wash packages are great for running specific promotions, like those centered around holidays or special events. Because wash packages are entirely customizable, it is up to a car wash operator to decide the price of the wash package, the value of each wash in the package, the number of washes in the package, and the services the customer can utilize within the packaged washes.
Learn More: Memberships
Membership plans, on the other hand, allow wash operators to gain consistent monthly income from their most loyal customers via recurrent monthly transactions. Membership programs are still customizable – as in, they can be set to offer either unlimited or limited washes in the span of a month – but, these washes must be used within the month of purchase or they will no longer be useable. Like many other membership options in our current world, UWashApp memberships function on a “use it or lose it” basis.
Memberships are a great offering because many customers enjoy the exclusivity of being part of a “club”, and will gladly pay membership fees each month for the peace of mind to wash on a consistent basis for a lesser fee. Like wash packages, customers can purchase other washes and services along with their monthly program; customers can also sign up and cancel on their own through the app, meaning they can easily opt out whenever it works best for them.
From a wash operator perspective, memberships are wonderful for a myriad of reasons. Recurrent, consistent income is obviously one big positive, but another is that many customers do not actually use the max allotted washes per month with limited monthly memberships – meaning customers are not necessarily getting the best possible price for their wash, and a wash operator may actually be making money on the transaction.
Capitalizing on the Power of Choice
When it comes to the power of consumer choice, a key takeaway for marketers and business owners is to find balance in their offerings. As we’ve stated, offering a carefully curated selection of products can enhance consumer satisfaction and increase sales – but only if you do it right!
That’s why we encourage to you reach out to the WashCard team. As experts on consumer behavior and loyalty, we are here to help you figure out the best way to lay the building blocks to grow your business. We know that when you use the latest and greatest technology, like our All-Access Payment System, you’ll automatically compete at the highest level in a saturated market… but with the power of UWashApp, you’ll go above and beyond. So come on: build your business with UWashApp and WashCard TODAY!