While operators would rather have customers pay full price, it doesn't always work that way. Some customers require enticements to visit and try products and services. Others need an extra push to try higher-dollar services or just want a sign of appreciation. Operators should avoid the temptation of using one coupon to achieve all of these goals. The key is to stay focused on one main objective at a time.
Different goals require different approaches.
Trying for too many goals on one coupon will just water down the rate of return. In order to market effectively, it is useful to look at customers based on their buying behavior. Frequent customers are a carwash's best customers. Those who visit six or more times each year are loyal to a particular wash and do not visit its competitors. On the whole, they are satisfied with the carwash's products, services and pricing.