The Unlimited Auto Wash Podcast

Revving Up Customer Loyalty: Kevin Dalton's Proven Promotional Strategies for Unlimited Auto Wash

• Kevin Dalton • Episode 5

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How Do Daily Specials And Promotional Offers Impact The Company's Bottom Line?

What are the secrets to boosting customer loyalty and keeping your business thriving even during challenging times? Join us as Kevin Dalton, the owner of Unlimited Auto Wash, shares the proven promotional strategies that entice new customers while preserving profitability. From creative daily specials such as Men's Day, Women's Day, and Seniors Day that offer irresistible discounts, to the wildly popular double punch Tuesdays on our loyalty card system, Kevin reveals the innovative approaches driving our success. Discover how our unlimited membership package not only enhances savings for frequent visitors but also fosters remarkable customer retention, all while managing labor costs with strategic precision.

As we wrap up the episode, we express our heartfelt gratitude to our listeners and eagerly anticipate reconnecting in our next installment. Kevin and I, Sophia Yvette, emphasize the core of our mission: ensuring that your vehicle always looks its best. We invite you to experience the convenience and excellence of our Unlimited Auto Wash locations in Palm Beach County, where maintaining the pristine condition of your car is our top priority. Thank you for being part of our journey, and here's to keeping your ride in impeccable shape.

To learn more about Unlimited Auto Wash visit:
https://www.UnlimitedAutoWashClub.com
Unlimited Auto Wash
561-WASH-ME-2

Speaker 1:

Welcome to the Unlimited Auto Wash podcast. Get ready to discover the secrets to keeping your car looking spotless and new. Here's your host, Kevin Dalton, owner of the Unlimited Auto Wash, ready to make your ride shine like never before.

Speaker 2:

Promotions can bring in new customers and reward loyal ones, but how do they affect the business overall? Let's dive into the balance between great deals and profitability. Welcome back everyone. I'm Sophia Yvette, co-host, slash producer, back in the studio with Kevin Dalton. Kevin, how's it going?

Speaker 3:

Well, fine, thanks, sophia, for having me on again.

Speaker 2:

You're welcome. So, Kevin, how do daily specials and promotional offers impact the company's bottom line?

Speaker 3:

Great question. So we have four days of our seven-day week where we offer daily specials. Our very first day is Monday, which is our men's day, which was actually our last one created. We had quite a few men from our women's day constantly saying, hey, are you going to ever do anything for guys? And so we did, and it worked out very, very well. We've got quite the following now from our gentlemen on Monday, where they can receive up to $5 off our best wash, down to $1 off on our least expensive exterior wash. The guys really enjoy that. We've got quite the following of men that come in on Mondays.

Speaker 3:

On Tuesdays it's our double punch, or double stamp, tuesday, we call it, and with our loyalty card you get double stamps. Now, what does that mean? So after your ninth wash, your 10th wash is free and you get our basic wash, which is inside and out, where you get your vacuum and windows done as well, plus the exterior wash, and so on the wash punches, you get one punch on Tuesday. So on the wash punches, you get one punch on Tuesday. If you buy any of our washes except our top two washes, we'll actually give you double stamps, double punches. So it's a much faster way to earn a free car wash. You can also use the value of that wash, which is $21. And you can actually use that $21 towards the purchase of a higher price wash. So if you want our $29 special wash, you'd only pay $8 more.

Speaker 3:

Now, on Thursdays, we have our Women's Day and that's the same as Monday where you get $5 off, down to $1 on our least expensive wash and $5 on our most expensive two washes, our best two wash packages. And on Thursday is seniors day. Anyone 55 and over gets again the same $5 off our best two wash packages and up to a dollar off on our least expensive. So it's a wonderful value proposition for all of our customers, especially our seniors. On Thursday big following on Thursdays. By the way, all of our wash packages, every wash package we sell, comes with a 72-hour rain check or rain guarantee. But it's not just for rain. If a bird poops in your car or you drive through a mud puddle, we don't care. Bring it back within that 72 hours and we'll be more than happy to wash your car again for free.

Speaker 2:

Wow, that sounds like a great deal. Have you ever offered a deal so good that people start washing their car every day?

Speaker 3:

Well, our membership package, which starts at $49.95, gives you our unlimited amount of car washes one time a day, 31 times a month, and you get our wheel deal wash, our $25 wheel deal, which gives you everything you need A great exterior wash, your wheels, clean, your interior done, dash and jams as well and tire shine. And you can come all month long for just $49.95 a month. And we do have some customers that come. Oh gosh, I've seen one that came 27 times or averages about 27 times a month. So he certainly takes advantage of that and unfortunately we have some customers that only come once or twice. But again, it's less than the cost of two wheel deals wash package that you can come unlimited. So it washes 25 cents $50 for two washes for $49.95. You can come unlimited, so it's a great, great deal.

Speaker 2:

So, Kevin, how do promotions help drive customer retention and loyalty? Do promotions help drive customer retention and loyalty?

Speaker 3:

Well, our daily specials, I think, do the trick, and our rain guarantee helps out immensely. You know our membership packages. We average throughout the year over 6,000 members, so it's just a wonderful deal that we offer for all of our customers. Whether you're a member or just an occasional user, we offer some fantastic deals for our customers.

Speaker 2:

What strategies ensure that daily specials still maintain profitability?

Speaker 3:

Well, certainly we can't go more than $5 off for our best two watches on those three days a week that we offer that especially during the wintertime. Our January, february, march and sometimes April are our biggest months of the year and so we strategize for the extra advertising for the other eight months to get more customers in. But there's only so much we can do during our busy times. But our specials have really really done well and people talk about that.

Speaker 2:

What about stacking promotions? Do customers ever try to stack so many promotions? They end up paying less than a bottle of dish soap.

Speaker 3:

No, we don't allow for stacking or double discounts. That's not our business model. And so because we hand wash it, so labor intensive we've got and full service. Of course, we average about 15 employees on duty at every location, some about 12 and up to about 22, 24 people a day at one location. It's very expensive in our market. Labor costs have gone up almost 50% since 2020. Our price differential in the last four years is not, by any stretch, 45%. It's a little tighter margin, but we still have our wonderful base of customers that use us.

Speaker 2:

Wow. And what kind of dictates the best times of years when promotional offers are most effective? Is it weather season?

Speaker 3:

Well, actually it's a funny story. So during the summertime is our rainy season and, to be honest with you, during those five or six months I can't pay people to come and get their car washed sometimes. So we typically try to use our marketing dollars in the months in between a rainy season, so that would be April, may and again maybe October, november and even into December, to get our customers reacclimated. Hey, come on in, we need you, we want you and let us show you what we can do for you. So, and then of course that carries into our season January, february, March and, like I said, sometimes April.

Speaker 2:

Wow, love it. Kevin, we'll catch you in the next episode. Have a fantastic rest of your day.

Speaker 3:

Well, thank you again, Sophia. Talk to you soon.

Speaker 1:

Thanks for listening to the Unlimited Auto Wash podcast. Keep your car looking its absolute best by visiting one of our six convenient Palm Beach County locations or by heading to UnlimitedAutoWashClubcom. Remember, at the Unlimited Auto Wash we make you look good. See you next time.