CAR WASH MEMBER FOCUS GROUP

Breeze Thru Car Wash, with its extensive network of 14 locations, is a household name in Northern Colorado and Southern Wyoming. Recognizing the importance of customer feedback for continuous improvement, Breeze Thru came to OTM to engage Unlimited Wash Pass members in focused discussions to understand more deeply the experiences of long-standing members, uncovering their needs, questions, and areas for enhancement, and to leverage these insights to shape new business objectives.

Project Goals:

  • To gather direct feedback from Unlimited Wash Pass members.
  • To unearth critical insights regarding:
    • Customer needs and desires
    • Positive and constructive feedback
    • Areas within the customer experience that present challenges
    • Opportunities to improve the customer experience
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Our Approach

We began our work with detailed planning and intentional design which led to the organization of five in-person focus groups with 21 customers across Breeze Thru’s key markets—Fort Collins, Loveland, Greeley, Longmont, and Cheyenne.

OTM’s strategic planning for the focus groups included several key steps:

    STEP 1

    Developing a targeted approach for recruiting current wash pass holders

    STEP 2

    Crafting and sending out invitation emails to potential participants, followed by reminder communications to maximize engagement.

    STEP 3

    Selecting neutral venues for the focus groups to encourage uninhibited discussion.

    STEP 4

    Formulating an agenda with strategic questions designed to uncover deep insights into customer loyalty, acquisition strategies, pricing perceptions, and the overall service experience.

    A group of six women sitting and laughing together in a cozy room with modern decor, focused on a discussion or presentation.

    We knew we wanted to have the focus groups in person to facilitate more human interaction and engagement. Additionally, we made a conscious decision to exclude Breeze Thru team members from these sessions to ensure participants felt completely at ease to share all aspects of their experience freely.

    Each session was designed to foster open dialogue in a neutral setting, with a cap per group to ensure meaningful feedback. Discussions were structured around pre-defined key questions, touching on themes such as membership value, location preferences, and suggestions for service enhancement. We ensured a thorough capture of the conversations by employing both manual note-taking and audio recordings.

    A group of employees in red and black uniforms standing in front of a car wash facility with signs reading "breeze thru car wash" and "express detail.

    Results

    The focus groups conducted for Breeze Thru Car Wash revealed several key themes and observations across various aspects of the customer experience, from loyalty and acquisition to pricing, value, and the overall wash experience.

    Based on the feedback gathered, OTM provided several strategic recommendations to improve the customer experience including:

    • Pinpointing new customer segments to target, along with value propositions tailored to their specific needs.
    • Enhancing clarity and transparency in all communications, particularly around pricing and available services.
    • Identifying and leveraging key factors that drive customer loyalty, ensuring these are prominently featured in brand communications.
    • Addressing concerns related to the wash process to promote consistency and ensure vehicle safety.
    • Exploring avenues for service enhancement and the introduction of new offerings.
    • Refining communication channels and strategies.
    • Evaluating the effectiveness of current promotional tactics and identifying new opportunities for engaging promotions.

    Impact

    The focus groups conducted for Breeze Thru Car Wash revealed several key themes and observations across various aspects of the customer experience, from loyalty and acquisition to pricing, value, and the overall wash experience.

    Aerial view of Breeze Thru Car Wash facility with an animated smiling character wearing a cowboy hat. Text overlay highlights three locations in Wyoming, mentioning Cheyenne East on Pershing Blvd.

    Refined Communication Strategies

    Breeze Thru Car Wash has revamped its communication approach across multiple channels to better highlight the benefits of its Unlimited Wash Pass membership. The updates include:

    • Social Media Enhancements:Through “Did You Know?” posts, the benefits of membership are shared in bite-sized, informative snippets that engage both current and potential customers.
    • Email Campaigns: The frequency of touchpoints with current customers has increased, emphasizing the value of their membership. This is complemented by a revised email nurture strategy that extends the communication with new members from the initial 30 days to the first 90 days, providing ongoing insights into membership perks.
    • Website Updates: FAQs have been updated and promotions for the Founders Club are highlighted more prominently to inform visitors about the unique benefits of the membership.

    Additionally, signage and communications at the pay stations have been updated to clearly delineate each wash package and its benefits, ensuring customers understand their options and the advantages of each choice.

    Promotional graphic for Bubzy's Text Club, featuring a smartphone displaying a text message about a free car wash, with a cartoon character of Bubzy on the right, set against a red and yellow background.

    Targeted Marketing Efforts

    Breeze Thru Car Wash has initiated targeted marketing campaigns aimed at converting non-members into members. These efforts include:

    • Retail-Focused Text Campaigns: A new strategy involving text messaging to target retail customers, offering promotions and enticing them to join as members.
    • Extended Email Nurture Campaigns: The introduction of longer, more detailed email campaigns that engage new members by clearly explaining the benefits and perks over the first 90 days of their membership.
    Promotional graphic for Bubzy's Text Club, featuring a smartphone displaying a text message about a free car wash, with a cartoon character of Bubzy on the right, set against a red and yellow background.

    Future Plans

    Looking ahead, Breeze Thru Car Wash aims to expand its offerings and engagement strategies:

    • New Perks and Promotions: Introducing additional perks for members and running frequent promotions to enhance the customer journey and member experience.
    • New Location Launches: Exciting promotions are in the works for the introduction of new car wash locations, with special events and offers planned to celebrate each grand opening.