Dive Brief:
- Warrenton Oil Company, doing business as FastLane Convenience Stores, is working with digital marketing company Liquid Barcodes to create an app-based subscription car wash service, according to a Thursday press release.
- Once the program goes live in the first quarter of 2023, customers will be able to select from a number of different car wash options, and then purchase add-ons for the wash. It will also allow for one-time car wash purchases.
- FastLane will join an increasing number of c-stores using subscriptions — including car wash, beverage and free shipping offers — to boost loyalty and encourage repeat visits.
Dive Insight:
The program will enable customers to easily get their car cleaned at one of FastLane’s 18 car washes in a “frictionless and contactless” manner. Users will use the new car wash subscription service in the current FastLane app, which already allows them to find and use coupons and earn and spend points on purchases.
“Once the consumer with an active plan is at the site, then the app automatically identifies the user,” wrote Saurabh Swarup, general manager, North America for Liquid Barcodes, in an email. “The user just needs to either click a button in the app to start the wash machine or type in a code (from the app) at the pay station to start the wash. Both executions are frictionless.”
Numerous c-store chains have incorporated subscription services into their operations. Circle K offers its “Sip and Save” beverage subscription program, which allows members to receive a drink per day. It also has a car wash subscription service in the U.S. and Canada, which was also created by Liquid Barcodes. Sheetz lets people sign up for its drink subscription program or fryz subscription program — both of which let members get a fresh serving every two hours.
Casey’s also has a car wash subscription program available, and 7-Eleven has its 7Now Gold Pass program, which allows members to get free delivery on orders through the 7Now app.
“Subscription programs for car wash, coffee, and many beverages and food products are an excellent way for convenience and car wash retailers to build sustainable customer loyalty as well as develop a recurring revenue business model,” wrote Swarup in the press release.
Warrenton, Missouri-based Warrenton Oil owns 55 FastLane convenience stores in Missouri, 18 of which have car washes. Its stores also offer touchless bathrooms, self checkout and drive-thrus. The company also owns WOCO Transportation as well as dog parks and hotels.
