Understanding Retail Wash Data

A walkthrough explaining the data surrounding retail washes in the analytics section of Rinsed.

Where can I find information on my retail customers?

We recently created a dashboard in the Analytics tab in the Rinsed Web App called “Retail”.

How do we identify retail washers?

We identify retail washers by either their license plate or their credit card, both stored in the POS transaction data. Because some car washes do not use LPR and some car washes allow washers to pay in cash, we cannot identify every single retail washer. If we have both pieces of information, we will track retail washers by their license plate.

How is contact information collected on retail washers?

1. Former Memberships: 
   1. The person volunteered this information when they signed up for the membership, and later used the same credit card or license plate on a retail transaction after their membership ended.
2. Collection efforts at the XPT:
   1. For DRB specifically, there is an option to give your phone number in the driveway through the POS. That information is then stored in the notes field on the transaction and we can connect that number to credit cards or license plates
   2. Micrologic has said they are rolling out a similar feature soon
3. Rinsed Contact Lists: 
   1. If using a contact list that has a field for contact information AND a field for license plate, then we are able to attach the two pieces of information together, and if we see that license plate in the transaction data, we know the contact info for that person. The car wash must have LPR and it must have a contact list asking for the license plate.
4. Rinsed Vouchers:
   1. If using Rinsed vouchers, you can collect contact information from retail washers in the driveway in exchange for a barcode for a free or reduced price wash. If that person redeems the voucher, then we are able to connect either their license plate or credit card (or both) to their contact information, because barcodes are unique and we keep track of what barcodes we sent to which people. For the purposes of retail information collection, we recommend that washes offer $1 washes instead of free washes because if they don’t have LPR and they offer a free wash, we will never see the credit card or license plate, and so the information can never be connected to a washer. 
5. A POS-native Customer Object:
   1. Some points of sale (ICS, Sonny’s, & Washify) will also create a “customer” object in the POS so that car wash employees can save and store phone numbers collected in the driveway. Those customer objects are then attached to transactions, so we can connect license plates and credit cards to contact information.

How do I track retail contact information?

You can track retail contact information collection efforts using the Retail Dashboard. Please see the screenshot below for an example.

The two charts at the bottom (“Contact Info Collected on Non-Members Last 30 Days” & “...All Time”) show the information collected through methods 2, 4, and 5*. We exclude the former members from this group because we are focused on their efforts to collect more information on non-members. 

The  “% of Retail Transactions in the Last 30 Days with Contact Info” & “% Retail Transactions with Contact Info” charts shows the percentage of retail transactions in which we are able to identify AND contact the retail washer through contact info collected using methods 1, 2, 4, and 5*.

FAQs

1. “I don’t collect any contact information on my retail washers but I am seeing in Rinsed that I have contact information for x% of my Retail Washers in the past 30 days. How is that possible?”
   1. If you are not collecting contact information actively (through XPT, Rinsed Voucher, Rinsed Contact Forms, or the POS-Native Customer Object), then Rinsed can still identify a portion of your retail washers as former members and use the contact information they provided when they signed up for their membership to contact them now as a retail washer. We are able to connect retail washers to former memberships through either their license plate or credit card.
2. I started collecting contact information on retail washers through the XPT. Do I need to alert Rinsed or will they automatically start tracking phone numbers?
   1. We will automatically track the phone numbers! No need to alert Rinsed.
3. I started collecting contact information on retail washers through the contact forms. Do I need to alert Rinsed or will they automatically start tracking phone numbers and emails?
   1. We will automatically track the contact information as long as your contact form has a field for License Plate as well as phone and email.