Concierge Car Wash: How creativity via handcrafted text messages cleaned up COVID

Concierge Car Wash (CCW) ran a text message campaign to grow total returning customers by 7%, win back 5% of lost customers, maintain average price and earn an additional $681,000 in 2020 and 2021.

Executive Summary

This paper demonstrates how we beat COVID by utilising creativity and brand distinctiveness in one of the most functional media channels - text messaging.

Armed only with a sparsely populated customer database and a text messaging platform, we sought to stem the losses from COVID in a category which is driven by limited brand distinctiveness, little customer loyalty, and often spontaneous, discretionary spending - car washes. By differentiating ourselves from our competition and demonstrating the handcrafted difference of Concierge Car Wash in the smallest touch, our texts, we re-engaged our light buyers and drove record revenue returns.

Total...

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