Alimentation Couche‑Tard launches car wash subscription program in Canada. The world leader in the convenience store and retail fuel industry employs over 124,000 people across its network of almost 14,200 stores in 26 countries.
While it’s best known internationally for its Circle K branded forecourts and stores, the company continues to operate under its original French name Couche-Tard in Quebec in Canada, where the company was founded more than 40 years ago.
The Couche-Tard car wash subscription product was launched with support from the marketing, operations, app development, and accounting teams.
From a technical/operations perspective, along with the Liquid Barcodes subscription loyalty platform, Couche-Tard was supported by their app developer Third Bridge. The payment solution is powered by Rocket Partners, with payment service provider Moneris supporting them on the backend. The car wash machines are manufactured and supported by DRB.
Firstly, customers want to wash their car as quickly and as easily as possible. Anything that reduces the steps needed along the way increases their overall positive perception of the brand. Eliminating the need to go in-store to buy a car wash code brings “true convenience” for Couche-Tard customers.
Secondly, customers love the idea of “unlimited” benefits from their subscriptions with Amazon and Netflix, so daily car washing for one fixed price promises equally positive experiences for customers.
Thirdly, subscribers enjoy a 50% discount on their first month. Also, there is no long-term contract and they enjoy convenient monthly billing.
After a successful pilot, customers enjoyed the entire subscription service experience, with the key benefits summarised here: