Unlimited Pass question

We are a full service wash with lube and detail.

We also offer Exterior only wash $5, $8, $12. Add $3.95 for hand dry.

I thought about adding one month unlimited pass to our menu.

I was thinking:

1. Unlimited $5 wash WITH hand dry for $30 PLUS get 20% off on any Full Service Wash.

2. Unlimited $8 wash WITH hand dry for $40 PLUS get 25% off on any Full Service Wash.

3. Unlimited $12 wash(which has manual tire dressing) with hand dry for $50 PLUS get 30% off on any Full Service Wash.

We do average of about 120 cars per day on weekdays. Somone told me that I may sell 1 or 2 per day if I offer Unlimited Pass.

So, what do you think?

-tom

We have been selling unlimited passes since 1993 way before it was cool. I would say that your pass prices are a little steep to sway people to purchase. Our basic wash is 9.75 and we charge 29.95 for a 1 mo. unlimited pass. just my 2cents

Basic 9.75- 29.95
Deluxe 13.75 - 39.95
Works 16.75 - 49.95

I see. So because we are full svc, we don't have self vac. So, we added the hand dry too. You see, our exterior only wash without self vac is 5, 8, and 12. But we added hand dry. Hand dry is $3.95 add on. So our unlimited pakcage for basic has a value of not 5 but 5 plus 3.95. So if you put it "value" per wash-wise it's:

8.95 - 30
11.95 - 40
15.95 - 50(this package also has manual tire dressing finish)

Plus they get discount on full svc wash.

But that's still too high?

What do you suggest? I thought about just making simple and do:
8.95 - $25 with 20% full svc discount
15.95 - $39 with 30% full svc discount

How does that sound?

-tom

On balance, you would find it much easier to upgrade to flex-serve and segregate carwashing from "hands-on" after-care. Avoid the confusion and eliminate the hassle.

By doing that, you can maintain a very competitive automatic ride-through carwash, as well as a very comprehensive array of high value choices for your clientele. The reduction in labor combined with the ease of use for your customers will immediately grow your volume and enhance your net profitability.

-Steve

In addition to the added value and ease of use, your unlimited pass would focus on the washing process. That way, your hands-on services (including hand-finishing) would remain an efficient after-care activity that would leverage your customer's purchase of additional hands-on stuff.

Once customers become familiar with the convenience of an as-needed diversified mix of services, you will essentially take the customer off-the-market from others, be they standalone express or full-service.

-Steve

This is our thrid year with pur Club Card program. To date 1575 sold. Since we only offer the Works Wash for $10, we started off at $40. It's now $60 a month or $50 per month when you purchase two or more at the same time.

Our average usage rate per pass is 10 times a month with a median of 9. I've heard of far less usage rates from DRB but I guess our customers just make sure they get their money's worth. As with all of these types of programs, you get some who wash 4-5 yimes a month and others who wash 27 times a month (yes, I have a handful of people who regularly break 20 times a month - easiest car you'll ever wash!)

If you have winter wash conditions for 2-4 months a year, you will find that passes sell far more frequently during these months vs. the rest of the year. It seems that this program is most popular with owneres of black cars as 55% of our members drive them.

We also sell wash books at 5 for $35 or even 5 books for $150. These are by far more popular and represent about 25% of our annual revenue.

From what I have seen, $30 seems to be the magic number. Any higher, and it's a tough sell for a monthly recurring charge. Also, with the higher price, you may have a higher usage rate so customers can "get their money's worth". We see a much lower redemption rate. We only have 100 customers on the Monthly plan, but we have been adding 1-2 per day over the past three to four weeks. We lowered the price for our top wash package, and we are now selling the monthly club through the autocashiers. This has helped us to double our customer base which was only at 50 after 15-18 months. When customers buy a wash, an extra service button comes up which says "Touch here to join the Monthly Wash Club for only $20 more".

Yeah, I've been looking around and it looks as though $30 IS the magic number for unlimited monthly.

So, I thought about doing 2 or three unlimited option. But do you think it'll be lot simple and easier if we just started with one plan? We do $30 monthly with $15.95 equivalent wash(everhtying through tunnel, hand dry, tire dressing). Would that bring enought "wow" factor without losing my end of the deal? Please, keep in mind that we are a full service so we do NOT offer self-vacuum. BUT, along with $30 unlimited plan, we can offer 20% discount on full service wash when they have the unlimited plan.

So, they get unlimited wash with hand dry and tire dressing PLUS 20% discount on any full service wash if they want to get their interior done in between. How does that sound?

-tom

Yep, I vote for the 30 unlimited. I have a rfid on order. I will be doing my $12 wash for 29.99 a month. It is a numbers game.

Cool.. Now, would $39.95 be pusing it?

-tom