IMO Wash Club members are prompted to choose their preferred IMO site via the app. They can browse the subscription deals available to them, from £14.99 for 12 washes a month.
Once a member selects a plan, they are passed from the IMO-branded Eagle Eye subscriptions landing page to secure payment solutions provider, Adelante
, to complete their payment.
On payment, Eagle Eye is notified to send a unique QR code to the member app’s digital wallet, where it is displayed as a voucher alongside the car registration that the subscription is linked to.
Customers welcome subscription benefits
IMO tested its new ‘Wash Saver’ scheme using Eagle Eye’s subscription mechanism at a limited number of its sites before going live nationwide with the new prepaid discount offer in March 2020.
By displaying identifying information alongside the coupon code at the point of sale, IMO can eliminate mal-redemptions and coupon fraud while offering a safe and contactless service.
It can also use existing Eagle Eye’s capabilities to limit the number of washes each code is valid for, as well as when and where they can be redeemed. So much so, sign-ups are up 115% YoY.
Jayne Enskat, European Marketing Manager, IMO said: “Eagle Eye have worked with the IMO car wash business for over two years. We have been able to progress our customer offer considerably with their applications.
“We have found them open to ideas and developments to improve our app. IMO is an international brand and working with other countries and languages requires time from suppliers to understand the different rquirements and restrictions in place for each country. Eagle Eye works with us to deliver our marketing strategy across all countries and is a great partner.”