From stand-alone spin-off brands to in-tunnel entertainment, operators in the US are turning the wash bay into a loyalty driver, as highlighted in this excellent article in C-Store dive.
For convenience store operators seeking more revenue, the car wash is getting a second look and, in many cases, a complete overhaul. The shift is largely driven by economics. Traditional sites can bring in money, while adding subscription-based wash programs can generate recurring revenue and, more importantly, pull customers deeper into the broader loyalty ecosystem.
“Members aren’t just coming for a wash — they’re also fueling up and going inside the store, which is driving cross-category sales,” said Saurabh Swarup, general manager for North America at Liquid Barcodes, a digital loyalty platform provider. With warmer weather on the horizon, here’s a closer look at how c-store brands are taking unique approaches to this category.
The above photograph is A standalone Splash In car wash in La Plata, Maryland. Courtesy of The Wills Group
Circle K’s standalone car wash brands
Alimentation Couche-Tard, Circle K’s parent company, operates two dedicated car wash brands that are independent of its convenience stores. Clean Freak and Rainstorm. Both banners, which Couche-Tard picked up when it acquired True Blue several years ago, function as full-service car washes offering subscriptions, unlimited vacuums, carpet beaters and on-site towels. These sites are on trend for the industry, experts say.
“We’re seeing large c-store chains get completely immersed in the car wash business with stand-alone units, with all kinds of options for self-service,” Greg Dorian, vice president of national accounts at GSP Retail Marketing, commented in an email.
Smaller companies are also taking this approach, with retailers like Maryland-based Dash In also offering some standalone sites. However, the spinoff model creates the challenge of connecting two separate operations into one cohesive customer journey.
Rewards programs provide the basic connective tissue. But that integration has to extend beyond the app. Dorian noted that retailers need to make customers aware of these integrations at multiple touchpoints, including at the pump, in the store and across the retailer’s digital footprint.
Many c-stores, however, don’t promote their car washes effectively. “When we look out in the field and see how c-stores promote their car washes, it’s usually very static,” Tino Feczko, senior account manager at GSP Retail Marketing, said in an email. “The on-site signage often looks weathered and worn. That seems odd since a car wash is supposed to help your car look new.”
Nick Triantafellou, Director of marketing and merchandising for Weigel’s said recently “Our goal wasn’t just to build a car wash. We wanted to create a branded experience.”
Loop Neighborhood Market’s, a California-based c-store chain, has focused its car wash strategy on a fully digital subscription model, managing its wash subscriptions entirely through its app and eliminating friction like codes and paper receipts from the process.
“Having that ease of tracking it, having the ease of using the car wash, all through digital means — that’s been very helpful in increasing the speed and reliability of a lot of these experiences,” CEO Varish Goyal said.
Loop ties car wash purchases to fuel rewards and in-store spending, making the wash part of a cross-category value proposition rather than an isolated transaction. As a bonus, it can also give the retailer more data on visitor’s needs and routines.
“The important thing is to constantly innovate with technology,” Goyal said. “So much more can happen through apps and customers’ phones. Customers are familiar with that. So, anything you can do to make the customer’s life easier will help you understand them better, including their wash patterns and other habits.”
But Goyal cautioned operators against letting the latest technology distract them from doing the fundamentals.
“Always prioritize good, reliable equipment, and keep up with your preventative maintenance,” he said. “If operators just keep those core beliefs and then dabble in all of this tech, I think they’ll find a winning combination in their markets.”
To read the full article 3 c-stores taking car washes to the next level | C-Store Dive
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