Hey all - any self-serve only owners that have implemented
loyalty app and have data around incremental revenue? I've been considering it for over a year, but never pulled the trigger as I'm unsure if it will drived added revenue to cover costs and beyond in a self-serve only wash. As well as I'm not sure it fits my core demo which is lower HHI and large spanish-speaking population.
Appreciate if anyone has thoughts. Thanks.
Hope this helps... Not an operator as you requested, but work with many...
My guess is you are currently offering some sort of
loyalty program (wash books,
fleet cards,
tokens, etc...) All of these come at some sort of cost. The challenge with some of these approaches is the tracking and follow up. Now you might be able to manually follow up on the folks purchasing wash books or
fleet cards, but this can become very time consuming.
More advance programs automate the collection of contacts, rewards and reach out for you. Yes, this comes at a cost, but your time is also a cost. The time you spend purchasing and managing the
fleet cards,
fleet invoices, printing or purchasing the wash books, collecting payment and distributing the wash books, purchasing and distributing the
tokens, etc... adds up quickly.
There is also huge value in knowing your customers. Learning their tendencies and hearing their feedback. They will let you know how to improve your business in a way that will allow them to refer your business to their network. Referrals is your goal - free advertising! Cost saving...
Not sure what systems you have reviewed, but I would compare the cost of those systems compared to your costs of the above mentioned
loyalty approaches, and the time you are spending managing them. To put a $ amount to your time, simply take your annual profit divided by 2000 hours. This will give you a value of 1 hour of your time. Track the hours you and your employees are spending on your current plans. Compare that to the cost of the systems you are considering.
If you have competition in your market then you need some type of program to reward the customers that choose your business - period..
Bottom line, if you don't change your approach, how can you expect different results?
Hope this helps.