Strong customer satisfaction, but price concerns on the rise
The International Carwash Association released its Q3 2024 edition of The Pulse Report, which provides the latest in car wash consumer research and industry data. The report shows a clear theme: customers love their car wash experience, but price dissatisfaction is creeping up.
Q3 Pulse surveys reveal a clear theme when it comes to consumer preferences, price sensitivity and year-end growth projections. While 77% of monthly unlimited wash subscription members remain highly satisfied, price sensitivity increased as more consumers feel the pressures of an uncertain economy.  “This quarter’s data shows a strong customer experience, but with rising concerns about cost,” said Eric Wulf, CEO of ICA. “Operators need to stay sharp as these trends evolve.”
Industry side
On the industry side, retailer and supplier challenges are evident as their year-end growth projections dropped from last quarter to their lowest levels since 2020.  “The responses showed that retailer positivity about current business conditions declined from 64% in Q2 to 46% in Q3,” said ICA Research Director Bob Klein. “Both retailers and suppliers are finding the cost of inputs to be the greatest single challenge. But, positivity about conditions six months from now for suppliers has increased substantially.”
Very satisfied
There a a few key highlights: 77% of members are still “very satisfied” with their car wash experience. The member price satisfaction was stable at 60% all year, but slipped to 56% in Q3. Both retailer and supplier year-end growth projections declined.
Economic conditions
The Pulse Report Q3 also features in-depth statistical insights from economic consultant Alex Chausovsky. A complementary podcast featuring Wulf and Chausovsky was released on Sept. 5 and is available at carwashmagazine.com and in the app.  “The Pulse Report Q3 2024 features comprehensive analyses of consumer and industry surveys conducted in August 2024 to offer a targeted look at the trends and economic conditions that may impact the car wash industry,” Wulf said. “Our goal is to provide data and insights that enable car wash businesses to be better informed, so their actions and business decisions are supported by research related specifically to the car wash industry.”
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