The Bonus Point promotion is a powerful customer tracking and retention tool. It was created to provide a method of increasing revenue per car with an electronic method of tracking without costing you money for cards and coupons that cost you money, eliminating stress from your customers for lost or stolen paper tracking items. The promotion allows customers to accumulate bonus points with every purchase of services, which have a bonus point value, all tracked by their license plate. As the customer accumulate the points, the points can be set up to redeem either free wash services, or any other service or item the manager may wish to offer.
Example: A customer accumulates 50 points. The redemption value for a Triple Coat Polish service requires 50 points and the customer would like to try this service because they can for free with their 50 point redemption. They may like the service enough to purchase it on a future visit.
NOTE: The Bonus Point promotion is only available at the Touch POS which is great news for Express, and Full-Service washes. The Bonus Point promotion is NOT available at the Auto Sentry.
Setting up the Bonus Point program requires a couple of steps. The first is to activate the Bonus Points from the Configuration menu, Goods and Services, and then Promotions. Add the point value entered in the Points / Dollar box from the Promotions tab. You can also setup both who will be awarded the benefits as well as who may redeem the benefits. The next step is to set up the Points Awarded and Points Redeemed values for each wash service or sales item. This should be thought out carefully, and then from the Sales Item tab, enter the Points Awarded and Points to Redeem for the individual wash service or sales item.
WashConnect offers two Bonus Point systems. Both are automatic customer tracking systems:
- Bonus Point Promotion per dollar.
Configuration > Goods and Services > Promotions > Bonus Points per dollar.
- Bonus Points specific to PLU.
Configuration > Goods and Services > Sales Items > Bonus Points that are PLU specific.
NOTE: The Bonus Point Promotion per dollar supersedes the Bonus Point Specific to PLU.
Helpful Tip:
To determine what to use for a point value and redeem value, first determine what the objective of the program will be. Many customers use a 1-point for $1 dollar method, others 10-points per $1. If the Bonus Point program is to be used as a “Buy 9 washes get the 10th free, then the 10-point per $1 structure works well. If it is to use the points to encourage customers to upgrade to additional services then the point structure must be setup to allow a greater point value for more expensive services. Whatever you use be sure that you are getting the value for the points necessary to make the customer feel there is a value to the service you are offering to them.
Example: If a customer receives 9 points for purchasing a basic wash, and the redeem value for a Triple Color Polish is set at only 6 points, then each time a customer comes in, they will have earned enough points for a free Triple Polish. The customer's perception could be that you are trying to give away the Triple Polish.