CAR WASH News
International Carwash Association Releases Q3 2023 Edition of The Pulse Report
2 minute Read
Data on price and customer satisfaction, membership churn provide insight into the direction of the industry.
On Sept. 6, International Carwash Association released its Q3 2023 edition of The Pulse Report, a quarterly report that includes statistical and theoretical analyses of trends that may impact the car wash industry. This research is guided by an advisory council comprised of marketing experts from leading car wash companies and led by ICA Research Director Bob Klein.
“Keeping a finger on the pulse of the industry and using this data to analyze current trends and predict future ones is important and is the driving motivation behind the research work Bob and the advisory council provide to ICA members,” said Eric Wulf, CEO of ICA.
The Pulse Report Q3 2023 features insights from ICA Pulse™ consumer research and car wash industry surveys conducted in August 2023. New for this edition are sections on membership marketing concepts and membership churn, due to their importance in assisting in the stability and growth of car washes.
“We’d recommend that car wash operators pay particular attention to some of this quarter’s new consumer research insights around customer motivators to join or renew a subscription,” Klein said. “Non-members were asked which of 12 different marketing concepts might change their interest in purchasing a membership and two came in at a tie for first.” Membership churn data included in the Q3 report pointed to industry-wide improvement, with 92% of members intending to renew.
Using consumer and industry data collected via ICA’s Pulse™ research, the analyses published in The Pulse Report now contain longitudinal sentiment survey insights, as well, related to the car wash industry’s retail and supplier segments.
“These sentiment surveys not only capture timely insight, but they provide data that can be cross-referenced with our other research to either substantiate it or give us reason to further investigate and decipher the date,” Klein said.
Pulse™ is International Carwash Association’s proprietary research brand. The Pulse Report is released quarterly to ICA individual members and corporate supporters and is available for purchase to non-members. Find out more about Pulse at www.carwash.org/pulse and join now for access to this latest research and the full report: carwash.org/join.
