TIME63% revenue growth in six months for a single-location car wash
An express car wash with two competitors on the same road, a 15% monthly membership churn and no way to measure what its marketing was doing. We mapped the customer journey, fixed the systems, and doubled year-over-year growth.
The client
Soapbox Car Wash is a single-location express car wash in Round Rock, Texas, open since 2016. It offers monthly memberships, single washes and free cleaning stations, and sits on a road with upwards of 40,000 cars a day passing by.
The problem
Soapbox is not a "destination" car wash. Its lot does not adjoin a shopping centre or restaurant, so customers have to choose to go there, and two other commercial car washes sit on the same road, one less than two miles away.
In its first two years Soapbox tried pay-per-click, flyers, coupons, networking, on-lot promotions, referral campaigns and paid and organic social, across several agencies. Tracking meaningful metrics was a challenge and none of the agencies showed a return.
Monthly membership plans churned at an average of 15% a month from 2016 to mid-2018, and new plans were not selling fast enough to offset it.
What we did
Soapbox came to us to track marketing metrics and show ROI, grow the monthly membership base, reduce churn, grow its email, text and social lists, and plan promotions that drive revenue.
The analysis showed they had built good foundations and collected plenty of data, but were not using it to generate new business or turn previous customers into repeat ones. We mapped the full Customer Value Journey and rebuilt the marketing around it: which customers to target, which platforms to reach them on, and how to turn them into loyal members.
Results
- Highest-rated car wash in the area on Google
- 32% increase in average monthly sales over the previous year
- 70% increase in upsell products sold
- 17.63% increase in monthly pass membership sales over the previous year
- Monthly customer churn reduced by an average of 5% each month
- Year-over-year revenue growth doubled to 63%, compared with 31% before working with us
Key takeaway
Combining several tools and platforms around one customer journey did more than grow revenue. It let us automate processes for the Soapbox team, saving them time and money every month.
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