The following Club Usage Report shows all active members and redeemed washes for the period. In this example, the total of unique active license plates or memberships is 1,680.

NOTE:  The Club Usage report is only available from the Corporate logon.

The top row of the report represents the top tenth percentile (91%-100%) of customers. The report date range is set to one month. For that month, there were 168 customers in the top percentile. They visited 207 times for an average of 1.23 visits per vehicle for the month. The average days between visits were 2.4. In the last column, you can see that since these customers redeemed an average of 1.23 washes, the revenue per wash is low—$1.26.
Compare that to the bottom row, the 1%-10% percentile. There were 168 customers who did not visit the wash at all, but were auto billed for their memberships. Therefore, the revenue for these customers is a summation of their auto billing renewals, which was $17.95 for the month.

Finally, look at the totals row, which shows you an average of all percentiles. You can see that Active Club Members visited the wash 471 times in the month. They visited an average of .28 times, or every 10.7 days. Total revenue per wash (displayed in the last column) shows that each wash generated an average of $6.56 in revenue.

For interpretation, you can consider the actual price of a wash and the monthly auto billing charge for the club, both of which are not shown in the report. Consider the following:

• A basic wash is priced at $5.00.

• Unlimited basic washes for $14.95 in a wash club, and then customers are billed monthly.

• The internal break-even price for the basic wash is around $2.00.

Given these factors, the revenue per wash of $4.68 is favorable. While it is slightly less than the $5.00 which would be charged to non-club members for the basic wash, it is still more than the actual break-even price of the basic wash. And finally, consider the $30.00 monthly auto billing occurs regardless of weather conditions so a rainy month will positively effect the customer revenue. You will still be collecting the club revenue but more than likely running the wash less, increasing your average revenue per wash.