June 27, 2025
While membership programs often take center stage in car wash strategy, there's a valuable customer segment that frequently goes unnoticed: Proxy Members. These are retail customers who visit regularly, spend consistently, and behave like members—without ever signing up for a plan. In this webinar, we explore how identifying and engaging Proxy Members can unlock a reliable, high-margin revenue stream. You'll learn how to use data to spot these customers, understand their motivations, and implement strategies that build loyalty without pressure.
Key Takeaways
- Proxy Members can generate more revenue per wash than members.
- 25–30% of retail traffic may fall into this high-value category.
- These customers value flexibility, convenience and personalization over commitment.
- Hard sells can backfire—subtle, data-driven engagement is key.
- Tools like License Plate Recognition (LPR), audience segmentation and Pay-As-You-Go can help you identify and retain Proxy Members.
How to Identify Proxy Members
Proxy Members don’t carry a membership tag, but their behavior reveals their value:
- Frequent visits from the same license plate (2–4 times/month).
- Consistent patterns—same day, time, or vehicle.
- Repeat purchases of bundles, prepaid codes or digital offers.
- Use LPR and POS data to track these patterns and segment your audience accordingly.
Actionable Strategies
- Respect their preferences: Avoid aggressive membership pitches.
- Reward loyalty: Offer perks like surprise upgrades or discounts after multiple visits.
- Personalize communication: Use visit history to send timely, relevant messages.
- Make it frictionless: Enable fast payment, short wait times, and seamless experiences.
- Create flexible programs: Offer Pay-As-You-Go options that mimic membership convenience without the commitment.
Tools to Help
DRB offers a suite of solutions to support your Proxy Member strategy:
- License Plate Recognition (LPR): Accurately track visits and behavior.
- Customer Tracking: Segment and personalize outreach.
- Marketing Automation: Deliver timely, relevant offers.
- Pay-As-You-Go: Allows customers to keep a card on file and store their preferred wash so they can automatically receive and be charged for their wash of choice without even having to roll down their window. Provides a membership-like convenience without the commitment.
Final Thoughts
Proxy Members may never join a plan—but that doesn’t mean they’re not loyal. By recognizing and appreciating their behavior, you can build lasting relationships that drive revenue and brand affinity. The key is to meet them where they are, with tools and messaging that align with their values.
