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. While these customers are not highly motivated by discounts, they are interested in feeling appreciated for their loyal support. They are prime candidates for any new services offered because keeping their car clean is important to them. Infrequent customers are those who visit less than five times each year.