BP has incorporated the subscription model to its vehicle washing services with the launch of Wash&Go, a proposal that allows you to carry out one car wash per day from 7.95 euros per month. The initiative, available at participating service stations, represents a new way to market complementary services to refueling and expand the company’s contact opportunities with its customers.
The proposal is managed through miBP, the application that centralizes the loyalty program and different company services. With this integration, BP incorporates new functionality into its digital ecosystem and reinforces its strategy of offering advantages that encourage regular use of its stations.
Wash&Go is marketed through three plans, differentiated by the type of wash and the number of vehicles or associated users.
- Basic: A basic daily wash for one license plate or user – €7.95
- Premium: A daily premium wash for one license plate or user – €12.95
- Premium Multi-User: A daily premium wash for up to two license plates or users – €15.95
The company has also removed the lock-in commitment, so users can cancel their subscription at any time. Likewise, they can change modality from the platform, paying the corresponding difference and updating their monthly fee.
To use Wash&Go, customers must access the corresponding section of the miBP application, register on the subscription platform and select their plan. Once at a participating station, they can generate a code from the application to scan at the washing point or show it at the checkout, along with their miBP identification.
The service is limited to stations participating in the program, so it is not necessarily available across the entire BP network.
Wash&Go enables new opportunities for consumers to visit stations
A new formula to increase recurrence
Traditionally, service stations have structured a good part of their activity around specific operations, especially refueling. The incorporation of subscriptions allows the introduction of a continued commercial relationship, with a periodic fee and new opportunities for consumers to visit establishments.
In the case of BP, Wash&Go can also help increase the frequency of interaction with miBP, by requiring users to turn to the application to manage the subscription and access washes.
The initiative also allows for giving greater prominence to a complementary activity within the service station business. For consumers who wash their vehicle frequently, the flat rate offers predictability in spending; For the company, it represents an opportunity to generate recurring income and strengthen the connection with its facilities.
In addition, BP points out that its car washes use products formulated with raw materials that meet biodegradability requirements and technologies aimed at cleaning and caring for car bodies.
The company has more than 700 service stations in Spain, where it offers, in addition to refueling, washing, store and restaurant services.
More info: Wash&Go
