June 23, 2025

Car wash membership programs were largely created to create predictable, recurring revenue. With membership revenue continuously rolling in, you could worry less about factors such as weather impacting your bottom line. 

Recurring revenue remains vital, but your membership program must also help you stand out in a crowded market. Memberships can be a powerful tool in helping you build long-lasting customer relationships that can sustain even the toughest competitors – if you do it right.  

The Membership Evolution 

In the early days of car wash memberships, you could easily amass a large pool of subscribers by simply providing a good deal. Customers could see the value in getting to wash all month long for the cost of just two or three washes. 

Now, nearly every car wash offers a similar membership deal. And we all know that competing on price is nothing but a race to the bottom. 

What you really want are loyal members, and you are unlikely to get that loyalty from customers driven by price. If you truly want to stand out and build lasting relationships, the kind that withstand tough competition and price cutting, you need to focus on creating meaningful, memorable experiences. 

Treat Your Members Like VIPs 

This is not a new story. From streaming services to fitness clubs, the shift from transactional to experiential is reshaping every industry. Take Spotify. The streaming music service crafts personalized playlists so spot on that you might think one of your best friends created it. Because of experiences like that, consumers have come to expect membership to feel like VIP access, not just another subscription.  

To build a membership program that thrives, focus on delivering what today’s members truly value: 

• Ease: The wash experience must be fast and frictionless. 
• Recognition: Members want to feel special.
• Flexibility: They want their plan to fit their unique needs. 
• Perks: VIPs should get advantages other customers don't get. 

The VIP Experience 

So, how do you create that VIP feeling for your members? You have to weave it through every touchpoint in their membership journey. 

When They Sign Up 

Within a few days of becoming a member, the customer should receive an email welcoming them to the family. Maybe you could offer a free towel or air freshener to thank them. That email is then followed by a series of emails that reinforce their decision. Throughout this series, you should remind them of the importance of washing often, inform them of all the perks provided with their plan and share details of your referral program. 

When They Wash 

The VIP experience really has to shine through when they use their plan at your wash. Here are some ideas to make sure it’s stellar. 

• Always greet them warmly with a smile and a wave or even a personalized greeting on pay station or digital sign screens. 
• Make sure you are using license plate recognition (LPR) enhanced with AI to ensure that your members’ vehicles are recognized lightning fast and accurately, getting them to the tunnel ASAP. 
• Consider a members-only lane so that they don’t get stuck waiting behind non-members. 

Throughout The Relationship 

You put a lot of time and attention into converting customers to members. Don’t ignore them once they are locked in. With unexpected rewards, you can show them they are more than just a number. You could even have designated member days where they could get free items, treats or discounts for friends and family. This not only spreads goodwill with your members, it also shows non-members what they are missing by not joining.  

And don’t forget milestones. Mark anniversaries with emails or text messages, and maybe enhance those messages with a free gift or upgrade. 

Get Ahead of Disengagement 

No matter how great your experience is, you will have members who want to quit. You can’t prevent all voluntary churn, but you can often identify and re-engage customers who may be on the cusp of leaving. 

Modern customer engagement platforms can identify members at risk of churning out based on tenure or wash behavior. Get ahead of those situations with emails or text messages reminding them of the value of their plan and providing incentives to stay. 

You can also employ a last ditch effort to keep a member who wants to cancel: Offer them a discount – such as the next month at half price – if they remain on the plan. This will hopefully give them the incentive to give their plan another shot. 

Experience Powered by Technology 

Delivering a modern membership experience requires the right technology: 

• A POS and wash management system that supports flexible pricing and promotions 
• A customer database with purchase history and behavioral insights 
• LPR technology for seamless recognition and access 
• Marketing automation to re-engage, upsell and retain 

Utilizing these tools not only helps enhance the member experience but also improves the efficiency of your wash which benefits all your customers and your staff. 

Members Relationships Matter 

Membership programs are no longer just about locking in that recurring revenue. It’s also about securing the type of loyalty that only comes by building a strong relationship borne out of a consistently great experience.  

By leveraging the right technology, you can deliver a VIP member experience that enables you to thrive in today’s competitive market!