Golden Nozzle Car Wash, Springfield, MA

Exterior-only carwash chain

Loyalty Promotions Run With DRB Systems Keep Customers Coming Back Even In Bad Weather Years

Challenge: To maintain dollar volume when record rainfalls and a soft local economy are reducing tunnel traffic.

Solution: Use the Loyalty Promotion feature in your DRB Systems computer to run a club plan that encourages customers to return regardless of weather conditions.

Rain and carwashing go together about as well as snowstorms and backyard barbecues. It isn’t surprising, then, that New England’s record-breaking rainfalls a few years ago made it a tough time for carwashes in the region. Golden Nozzle Carwash in Springfield, MA was no exception to this rule.

A chain of 11 exterior-only washes and one full-service location, Golden Nozzle saw its traffic count fall by 8% in one year, as a result of the bad weather. But Golden Nozzle’s dollar volume moved in the opposite direction: Instead of dropping, the chain’s volume increased by 3%.

“We were very pleased with this increase,” said operations manager Richard (“Smitty”) Smith. “Given the fact that our traffic count was down, and that there was tremendous downward pressure on traffic count and volume on washes throughout the region, our 3% increase was a good accomplishment. Our loyalty promotions played a key role in helping us achieve this increase.”

Smith uses his DRB Systems computer to run a “Wash Club” that allows customers to pre-purchase books of 6 carwashes at a 15% discount, and entitles them to a free 10th wash and free birthday wash, plus a rain check guarantee. As a result of these incentives, club members are more likely to return to Golden Nozzle on a regular basis -- even when bad weather keeps a lot of other customers home.

This was clearly demonstrated during the recent year of rainy weather. Consider the following figures . . .

“Looking at our sales reports, it became clear that club members were continuing to return to the wash faithfully, when the bad weather kept other customers away,” said Smith. “On good weather days, club members accounted for less than 12% of our tunnel traffic count. But on rainy days this figure jumped to an average of 18% -- and often over 20%. The worse the weather got, the more we depended on club members.”

The extended rain check guarantee, which allows members to return to Golden Nozzle for a free wash if it rains within 24 hours of their visit, has boosted traffic during bad weather periods. Members can wait for the “next clear day” (for up to one week) to redeem their raincheck, if it rains for several days following their wash. Golden Nozzle’s wash books have also made members more prone than other customers to visit the wash when the weather is uncertain.

“Customers who pre-pay for books tend to think of carwashing as a regular part of their routine, so they come even if the weather looks bad,” explained Smith. “These customers are also more willing to take a chance on the weather, because they’re using coupons instead of actual cash.”

Over 22,000 customers have enrolled in Smith’s club in its first three years. Members receive a barcoded scannable card that is used to track their purchases. The cost of each card is 18 cents. This is more than made up for by the $6.95 customers pay to join the club and the $5 to renew annually. “We make money on the sale of club memberships,” said Smith. “It’s like selling an extra service package for us.”

As effective as his club has been as marketing tool during bad weather, Smith has found it to be even more powerful now that the New England skies have cleared. During the first 6 months of the new year, his traffic count rose by 18%, and volume jumped 31%.

Bottom line: Running loyalty promotions with DRB Systems has helped Golden Nozzle build its business – “Rain or shine.”