The Challenge
Mister Car Wash is the largest carwash operator in the United States. Deploying an aggressive acquisition growth strategy, Mister Car Wash now operates 173 car washes and 30 lube centers nationwide. In the car wash business, through-put and fast service is mission critical and Mister Car Wash is the clear, standout industry leader with systems designed to support speed and service.
But this success created some interesting challenges for the marketing team. How can operational data be leveraged to better understand customer behaviors? How can this data be used to generate greater customer engagement and loyalty? With a full plate integrating new car wash centers, the marketing team at Mister Car Wash turned to VeraCentra for a solution.
Sarah Mendez Ross talks about her experience working with VeraCentra
Sarah Mendez Ross
Director of Integration
The Solution
Multiple challenges were met with VeraCentra’s Customer Data Hub and Marketing Services.
First things first: get the data working to provide customer insight. To get this done, processes were put in place to continuously extract relevant data from the various systems through-out the Mister Car Wash enterprise. This data was centralized and transformed into valuable 360 degree customer insight and made available to the marketing team 24/7.
Next, the data scientists at VeraCentra went to work analyzing the data to provide the marketing team with deep customer insight. Customer behavior, customer value, and lifecycle stage analytics revealed pockets of opportunities for quick revenue wins.
To move the needle on customer engagement and loyalty, a data driven lifecycle communication strategy was developed. Predefined messages, with varying offers were designed to advance more customers through the initial lifecycle stages- keeping them in a loyalty state as long as possible.
To provide immediate responsiveness to customer interactions, a more advanced execution system was needed. VeraCentra converted Mister Car Wash to the Sales Force Marketing Cloud (SFMC) and integrated the SFMC system with the Customer Data Hub to form a closed loop marketing infrastructure.
The closed loop infrastructure “listens” for customer behaviors and automatically delivers the appropriate predesigned messages, eliminating manual processes.
The Results
Now, easy access to customer insight continues to support strategy and decision making by the Mister Car Wash marketing team.
Through testing, tracking and measuring successes, the lifecycle program generated a seven figure incremental lift in sales. In addition, the lifecycle cycle program converted 11.7% more customers to loyal over the control group.
New programs are underway as the team at Mister Car Wash continues to acquire more car wash chains and looks for meaningful ways to connect with customers.
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