Dive Brief:

• Warrenton Oil launched a new subscription service for its 17 FastLane car washes and one truck wash at the end of May, according to a Wednesday press release. 
• The truck wash can handle a variety of larger vehicles that can’t fit in a normal car wash, from campers and pickup trucks with trailers up to big rigs. This is the first subscription for an automatic truck wash in Warrenton’s region, according to the press release. 
• As the push for stronger loyalty programs continues, subscription programs are a growing trend for c-stores, from beverage and food options to delivery and more.

Dive Insight:

The app-based program, built by Liquid Barcodes and first announced in November, allows customers to access a frictionless, contactless vehicle washing experience up to twice per day at any of the chain’s car wash locations. Truck washes via subscriptions are limited to six per month.

Customers can join the subscription program through FastLane’s existing app. Once in there, they sign up, and their payments will be made automatically on that date every month.

Subscriptions like this add a source of recurring income while keeping apps fresh and giving customers another reason to engage.

“Subscription programs for car wash, coffee, and many beverages and food products are an excellent way for convenience and car wash retailers to build sustainable customer loyalty as well as develop a recurring revenue business model,” said Saurabh Swarup, general manager, North America for Liquid Barcodes, in the press release.

Subscriptions are increasingly common in the c-store space. Parker’s debuted its Chewy’s Drink Club in March. Circle K offers its “Sip and Save” beverage subscription program, which allows members to receive a drink per day. Sheetz lets people sign up for its drink subscription program or fryz subscription program. C-store leader 7-Eleven even offers a subscription delivery service.

Circle K also has a car wash subscription service in the U.S. and Canada.

“Of all the layered loyalty program examples, subscription programs are the hottest for bringing a loyalty program up to that futuristic level,” said Ryan DiLello, a content specialist for Paytronix, in a recent loyalty webinar.  

Tuesdale, Missouri-based Warrenton Oil operates 59 FastLane convenience stores in central and eastern Missouri, many of which offer touchless bathrooms, self checkout and drive-thrus. The company also owns foodservice operations as well as hotels and the WOCO transportation company. The c-stores also include FastLane Pup Parks for off-leash canines at two locations, and a dog wash at one store.