“There’s something happening here,” said ICA Research Director Bob Klein in the Oct. 5 ICA members-only webinar. “Is this a warning sign or just a temporary point in time?”

Klein was speaking to a change in the data that may suggest at-home-washing is on the rise. He said while the numbers do indicate an increase in at-home-washing, this is more likely a point in time change and not a warning sign of things to come. 

“The most important single takeaway is that there is an opportunity to leverage these data as a point in time, an opportunity, a time that I would suggest is ideal for a customer loyalty pulse check,” he said. “Maybe a time to ask if your business is doing all it can to strengthen and build customer loyalty. A time to think though what may be a different lens for some.” 

The most recent ICA Consumer Pulse research was conducted Aug. 1-3 in a quantitative study of 1,254 U.S. respondents aged 18 and older who own or lease a vehicle and have washed their vehicle at a professional car wash in the last year. 

ICA members can access the recorded webinar for free. If you do not have your link to access the recording, contact membership@carwash.org.

For more about the Pulse research ICA is conducting or to download Pulse research reports visit www.carwash.org/pulse.