While many forecourt operators have invested thousands in new car washing equipment, whether it’s a rollover system or a jet wash, some are still not marketing these new and improved services that well.
“Marketing is one of the biggest untapped opportunities in the UK car wash sector,” says Peter Spencer, business development director at Preen. “Many operators still rely on location and passing traffic, whereas the most successful wash businesses treat car washing as a repeat retail service rather than a one-off transaction.”
Spencer’s view is shared by Neil Pitman, director at N&S Services, which distributes Ready2Wash solutions: “For many car wash operators, marketing has traditionally focused on bringing more vehicles onto the site. That remains important, but the market is changing. Today, operators are increasingly looking at how often customers return and what encourages them to choose the same location again.
“This is particularly visible in self-service jet wash environments, where repeat visits often have a greater impact on long-term revenue than occasional promotions. Consequently, loyalty programmes, prepaid balances, voucher and digital customer engagement tools are becoming increasingly common across the industry.”
Spencer believes that one of the most effective strategies for promoting valeting services is to move from a transaction-based model to a membership-based one. “In the US, unlimited wash clubs have transformed the economics of the industry, creating predictable recurring revenue while increasing customer loyalty and wash frequency. Customers who pay monthly tend to wash more often and are less likely to switch to competitors.”
One of Maxol’s biggest innovations this year in the Republic of Ireland is Wash Club, a new subscription model that gives customers up to 10 washes per month for just €19.95 on the Regular plan.
Brian Donaldson, CEO, The Maxol Group, says: “It’s already live at three sites and is fully app-enabled, meaning time-poor customers can activate the wash without needing to go into the shop. This is a brand new innovation which we are excited to roll out across 60-plus sites in the Republic of Ireland over the summer, helping retain existing customers while also recruiting new customers to our network.”
On-site marketing
While a membership based scheme might be too big a concept for smaller operators to consider, Spencer suggests that the industry could also benefit from better on-site marketing.
“Many operators focus heavily on price, but customers increasingly respond to convenience, speed and vehicle care. Clear digital signage, package comparisons, seasonal promotions and upselling of premium services can significantly increase average transaction values,” he says.
And he believes that the best operators understand that maintenance is a marketing tool in its own right.
“A clean, operational wash facility not only improves customer satisfaction but also increases repeat visits and positive word-of-mouth recommendations. In many cases, keeping wash bays spotless and ensuring equipment uptime can deliver a better return than spending more on advertising.”
Andy Goodwin, head of UK sales at Electrajet, says that with the correct marketing, a small amount of focused effort can make a big difference to volumes and repeat usage.
“From what we’ve seen, the most effective sites tend to focus on visibility and simplicity. Clear, well-positioned on-site signage is still one of the biggest drivers, especially pricing boards that are easy to read from the forecourt and highlight the key wash options. If customers don’t immediately understand the offer, they’re less likely to engage,” he says.
In terms of best practice Goodwin says the strongest operators treat the wash as a core part of the forecourt offer rather than an add-on. “They keep equipment looking clean and well-maintained, use strong branding around the wash area and often promote Top Wash packages to drive value rather than just competing on price.
“Discounting can work, but it’s most effective when used selectively rather than as a constant tactic. For example, bundle offers such as “fuel + wash” or loyalty-based incentives tend to perform better than blanket price reductions, as they protect margin while still encouraging trial and repeat visits.”
George Field, head of valeting at Wilcomatic, says good signage from the roadside, clear pricing, clean equipment and a well-presented area all make a difference. “If a customer pulls onto a site and sees a clean, modern vehicle care area, they’re much more likely to spend money.”
He adds that the most successful sites also promote all their services together rather than individually. “A customer coming in to use a jet wash can also be encouraged to use the vacuum, fragrance or mat cleaner. It’s about creating a complete vehicle care offering rather than relying on a single piece of equipment.
Asda’s seamless solution to wash operations
When Asda decided to upgrade its car wash offering, AIR-serv supported the rollout of Aquarama rollover car washes across its estate.
Stuart Peel, petrol trading operations manager at Asda, says: “We knew there was a lot of untapped potential in our car wash operation. Our previous car wash machines needed upgrading. Choosing a new supplier is a huge piece of work so we were thrilled that AIR-serv could do the heavy lifting for us.
“As we opted for a revenue share deal, AIR-serv covered the cost of the Aquarama car wash machines across our estate and we took care of any related civil works.
“Aquarama is AIR-serv’s trusted supplier for its car wash offering. And we’ve found the machines to be very reliable and robust which is exactly what we need on our busy forecourts.
“They look smart and customers have found them easy to use. We see that reflected in the boost in revenue since switching to them.”
“From a back-office perspective, the reporting we get access to with AIR-serv makes my life so much easier. It allows me to see the ‘health’ of every machine and the sales figures too. Having real-time visibility means we can be proactive with our planning and data-driven in our decision making.
“With the revenue share model, AIR-serv and Asda are equally committed to driving uptime. In fact, AIR-serv has recently appointed a dedicated team to oversee its rollover car wash operation. They are laser focused on driving uptime and fixing any issues as soon as possible.
“In partnership with them, we look at how to promote these services, improve signage, and drive awareness. It’s a really rounded approach.”
“When there is a machine error, both me and AIR-serv are notified instantly. AIR-serv then liaise with our stores to fix it remotely or send an engineer if needed.
“It’s a partnership that works. AIR-serv focuses on keeping the machines running at their best, and we can focus on the rest of the business. It’s a seamless way to run our car wash operation and gives us real peace of mind.”
Social awareness
Goodwin believes social media and digital channels are underutilised in the car wash space.
“While they won’t always drive immediate impulse purchases, they can help build awareness, particularly for newer or refurbished wash installations. Short videos, before-and-after content, or promotions tied to seasonal needs (eg winter grime, summer road trips) can all help keep the service front of mind.”
He says LinkedIn has been a really effective channel for Electrajet: “It’s made a big impact in terms of reaching operators, raising awareness and showcasing best practice across the industry. It’s not always about direct consumer sales, but it helps influence decision-makers and keeps car wash services higher up the priority list.”
He adds that he’s also seeing more retailers start to experiment with platforms like TikTok, particularly to target younger drivers. “Short, engaging video content, for example transformation clips, foam and “satisfying” wash visuals, or quick promotions can generate strong engagement and help modernise the perception of car wash services. It’s still early days, but there is definitely growing potential there.”
Pitman agrees about the importance of social media, saying its use has evolved.
“Customers no longer expect polished advertising campaigns. They respond to real locations, real services, and authentic experiences. For operators, social media is not only a way to attract new customers but also a way to stay connected with existing ones and remain visible between visits.”
Field at Wilcomatic says social media can particularly benefit independent retailers.
“Customers like to see real photographs of facilities, before-and-after vehicle shots and local promotions. It’s a low-cost way of reminding motorists that these services are available and helping to build awareness within the local community.”
Digital engagement
Another area where the UK can learn from international markets, says Spencer, is digital customer engagement.
“In North America and parts of Europe, operators increasingly use mobile apps, loyalty programmes, targeted promotions and CRM systems to communicate directly with customers. Rather than waiting for customers to return, operators actively encourage repeat visits through personalised offers, wash reminders and subscription incentives. There is huge scope for this model in the UK, with some companies already offering solutions.”
Pitman adds that digital technology is giving operators something they have often lacked in the past: visibility. “Mobile applications, cashless payments, digital vouchers, loyalty campaigns, and real-time site monitoring provide a clearer understanding of customer behaviour and site performance, allowing decisions to be based on data rather than assumptions.”
From Preen’s perspective, technology should make marketing easier rather than more complicated. “Our platform helps operators understand customer behaviour, optimise pricing and identify opportunities to increase utilisation. By providing visibility into wash volumes, peak trading periods and customer trends, operators can make more informed decisions about promotions and pricing strategies,” says Spencer.
Interestingly, Pitman at N&S Services says the customer experience before the service begins is important too. “The payment process is often the first interaction a customer has with a site, and operators are increasingly recognising the importance of making it as simple, fast, and convenient as possible through cashless and digital payment options.”
He says another noticeable trend is the expansion of services beyond traditional vehicle washing. “Air towers, dog wash stations, launderettes and other unattended services are becoming valuable additions to existing sites. They help increase the value of each customer visit while creating more reasons for customers to return.
“What connects all of these trends is the growing importance of customer retention. The operators seeing the strongest results are often not those offering the biggest discounts but those making their sites easier to use, more convenient to visit, and more relevant to customers over time.
“The industry has spent years focusing on attracting customers. The bigger opportunity today is keeping them. Operators who understand their customers, reward loyalty, and use data to make better decisions are likely to be best positioned for long-term growth.”
