Data on price and customer satisfaction, membership churn provide insight into the direction of the industry.
On Sept. 6, International Carwash Association released its Q3 2023 edition of The Pulse Report, a quarterly report that provides the latest in car wash consumer research and industry data, combined with actionable insights for car wash operators and retailers.
“Keeping a finger on the pulse of the industry and using these survey results to analyze current trends and predict future ones is important and is the driving motivation behind the actionable insights in this report that keep our members out in front of their competition,” said Eric Wulf, CEO of ICA.
The Pulse Report Q3 2023 features insights from ICA Pulse™ consumer research and car wash industry surveys conducted in August 2023. New for this edition are sections on membership marketing concepts and membership churn, due to their importance in assisting in the stability and growth of car washes.
“Non-members were asked which of 12 different marketing concepts might change their interest in purchasing a membership and 35% said the option ofcanceling at any time with no penalty was at the top along with free month-long trials,” said Bob Klein, research director at ICA. Membership churn data included in the Q3 report pointed to industry-wide improvement, with 92% of members intending to renew.
Using consumer and industry data collected via ICA’s Pulse™ research, the analyses published in The Pulse Report now contain longitudinal sentiment survey insights, as well, related to the car wash industry’s retail and supplier segments.
“These sentiment surveys not only capture timely insight, but they provide data that can be cross-referenced with our other research to either substantiate it or give us reason to further investigate and dissect the data,” Klein said.
Pulse™ is International Carwash Association’s proprietary research brand. The Pulse Report is released quarterly to ICA individual members and corporate supporters and is available for purchase to non-members. Find out more about Pulse at www.carwash.org/pulse and join now for access to this latest research and the full report: carwash.org/join.
