Convenience store retailers are increasingly viewing car wash operations as a valuable complementary revenue stream to their c-store business.
Today, more retailers are integrating car wash offerings into their loyalty programs and creating stronger connections between the car wash and c-store businesses. In doing so, they’re driving profitability, increasing site traffic and enhancing customer engagement across both channels. Retailers have various reasons for the type of car wash they choose to implement, and they’re enhancing their overall operations by leaning into technological advancements.
H&S Energy, which has more than 280 c-stores under the Power Market, Extra Mile and Pinnacle 365 banners, operates 50 Auto Spa locations across California and Oregon.
“We chose the in-bay automatic format because it fits the convenience store model perfectly,” said Hana Hassan, director of marketing and public relations, H&S Energy. “Our customers are already stopping for fuel or a quick in-store visit, and the in-bay format lets them get a quality wash without leaving their vehicle or waiting in a long tunnel queue. It’s a lower footprint investment that integrates seamlessly into our existing forecourt and delivers a consistent, high-quality wash experience every time.”
H&S Energy offers the PM+ subscription program, which is a monthly unlimited wash subscription. “Members enjoy unlimited washes for a flat monthly fee, and (at press time) we’re offering 50% off the first two months as a promotional incentive to get customers into the program,” Hassan said.
The program is managed through the Power Market Rewards app, which makes it
simple for members to access their subscription, track usage and take advantage of various in-store deals.
“Over the past year, we have continued investing in our car wash platform by enhancing our membership program, improving the customer experience and integrating our wash promotions more closely with our loyalty and mobile app programs,” Hassan said.
H&S Energy has also introduced a new premium wash package that features a Graphene Ceramic Coating as part its “top-tier offering.”
“This package provides customers with added protection and a sleek, high-gloss finish that helps their vehicle maintain that freshly detailed look long after the wash. As customer expectations continue to evolve, we remain focused on introducing products and technologies that deliver both convenience and exceptional results,” Hassan said.
Hassan noted that technology plays a significant role in the company’s car wash operations. “We utilize automated payment systems, license plate recognition and membership management tools where applicable, and digital marketing integrations through our loyalty platform,” Hassan said. “We are also exploring emerging technologies that can help improve operational efficiency, equipment uptime, customer communication and predictive maintenance capabilities. Our focus is on using technology to create a seamless customer experience while maximizing reliability.”
Tiger Fuel Co., which operates 10 The Market by Tiger c-stores in Virginia, sees the benefit of both in-bay and tunnel washes. It features 11 TigerWash car washes — eight in-bay locations and three express tunnel locations. “We have one additional express tunnel location opening this fall with several more in the pipeline,” said Nick Rogers, director of operations, TigerWash.
“TigerWash originally started as operating in-bay locations connected to our retail stores. …” Rogers explained. “As we’ve grown and seen the car wash industry change, our model is to grow our express tunnel locations where we can offer more benefits to our loyal wash members.”
TigerWash features a membership program known as “TigerWash Unlimited Club.” The program is tied to its express tunnel locations in Ruckersville, Long Street, Forest Lakes and the soon-to-come Waynesboro site set to open this fall.
“Customers can wash unlimited times in a month at these three locations and have access to free vacuums, towels and window cleaner for one monthly price,” Rogers said.
Members can take advantages of promotions throughout the year such as free wash events at express tunnel locations with swag and samples provided by The Market. TigerWash also features holiday promotions that include giveaways, such as free washes and flowers for moms on Mother’s Day and “lottery-style” scratchers on St. Patrick’s Day. On Halloween car wash guests can participate in costume competitions for free washes.
“This year we launched our first ever Nonprofit November where we partnered with various local organizations to donate a portion of wash sales from the day to a different nonprofit,” Rogers said.
TigerWash also offers Family Plan deals where multivehicle households can receive $10 off additional vehicles when they join the Tiger Ceramic and Tiger Wax plans.
In the past year, TigerWash integrated its car wash customer relationship management (CRM) software with its loyalty program provider.
“This integration has allowed unlimited wash members that are also Market Rewards customers to enjoy special fuel discounts every time they fuel up at a Market by Tiger location,” Rogers said. “Our integration … is a great example of using technology within our car wash program. This has been a huge sales tool to reduce churn rate and increase membership count.”
TigerWash migrated to its CRM program two years ago, which has allowed it to communicate effectively with customers, track data and incorporate down sell opportunities to customers if they’re considering canceling their membership.
When the new Waynesboro location opens this fall, it will include an additional camera at the pay station that will collect data on vehicles.
The PRIDE Stores, which operates 18 company-operated stores in Illinois and Indiana, along with 11 car washes and 10 quick-service restaurants, operates its car wash business under the name The PRIDE Car Wash. Like Tiger Fuels, it features a mix of different wash types.
“Nine of the 11 washes are tunnel washes and two are in-bay automatic,” said Mohammad Ahmad, VP, The PRIDE Stores. Local weather played into the chain’s decision on car wash type.
“With Midwest seasonality, car wash business tends to be heavy in the winter months with the need to move cars in and out quickly and keep the lines moving. The best option for high volume is tunnel washes. In-bay automatic washes are suitable when the space is limited, and the wash volume does not warrant the spend on a tunnel equipment as the in-bay automatic tends to cost less,” he explained.
The PRIDE Car Wash features a subscription program called ““The PRIDE Car Wash Pass,” where customers sign up for a monthly pass and gain access to unlimited washes.
“Once the guest signs up, they get an RFID (Radio Frequency Identification) tag that allows them to wash their cars at any of our car wash locations. For less than $1 per day, the guest has access to the ‘Premium Wash Package’ which is our top tier wash,” Ahmad said.
