Breakthrough Tactics to Delight and Retain Guests: A Case Study with Oilstop’s Jay Ferrick

Introduction 

Jay Ferrick manages the marketing for Oilstop Drive Thru Oil Change and Happy's Drive Thru Car Wash with 30 quick lube locations and 6 car washes across the West Coast. 

In this case study, he shares how Cinch has transformed their marketing strategies and driven remarkable outcomes for their business. 

Why Oilstop Replaced Throttle and Klaviyo 

Oilstop’s previous email and direct mail vendor, Throttle, didn’t allow them to have complete control over their email management.  

When Oilstop changed their email tool to Klaviyo, they learned that while it was great for e-commerce, it didn’t quite fit their needs in the oil change industry. They needed something more tailored and flexible. 

Combining everything under one umbrella with Cinch gave them the freedom to send emails and postcards whenever they wanted, with full control over the content and logistics. 

“Cinch’s features are specific to the needs of the automotive industry, which was a key selling point for us.” 

Cinch Features Oilstop Loves 

Automated Journeys

With Cinch, Oilstop set up automated email, text, and direct mail journeys that keep their guests informed and engaged without requiring constant hands-on attention. 

Targeted Email Campaigns

Oilstop utilizes email broadcasts and targeted email campaigns sent to specific customer segments with special promotions. 

Direct Mail Marketing 

Cinch’s direct mail feature lets them send personalized postcards to their guests, adding a tangible touch to their digital marketing efforts. 

Reporting and Attribution 

Cinch’s reporting and attribution tools give them clear insights into their campaigns’ performance, helping them make data-driven decisions. 

Success Strategies That Work 

Mid-Week Car Count Boost 

Oilstop used to send one email a month for holidays or promotions, but with Cinch, they’ve upped their game to one email a week. These emails highlight specific promotions and are strategically sent mid-week when their locations tend to be slower. 

The result? A dramatic increase in mid-week car count without any dip in weekend numbers. Guests can now enjoy their weekends more, having taken care of their oil changes during the week. Bonus: Oilstop hasn’t seen an increase in unsubscribes.  

Plus, whenever it looks like they won’t hit revenue, they activate a targeted email campaign. In Cinch, they can easily segment their target audience, and it sends emails and texts instantly. They see guaranteed car count impact the next day every time. 

These numbers show the percentage of oil change transactions resulting from recent successful email campaigns. These campaigns had an immediate impact on revenue, with noticeable results within 24 hours of sending the targeted emails.

“Cinch is the button we push to instantly boost car count.” 

Massive Increase in Leads 

Oilstop optimized their Google Search Ads landing pages. Instead of just giving away a coupon code, they ask for an email address or phone number. This approach has helped them collect 100k leads, which are then fed into automated journeys. 

And when someone calls their store, managers ask for the customer’s phone number or email and share a coupon code right then and there, for additional leads. 

This approach helped them collect 100k leads, which were then fed into automated journeys. 

What They’re Trying Next

Improved Customer Experience for Long Wait Times 

They’re working on reducing site and bay time to increase their customer satisfaction and loyalty. When guests wait longer than they'd like, Oilstop follows up with an automated email. It includes an apology from their CEO with a coupon for their next visit. They're hoping this shows guests that they care about their experience and their time. 

Better Data Capture with Paperless Invoicing 

Oilstop moved to paperless invoicing to capture more emails and to be more environmentally friendly. With Cinch’s help, they’re setting up SMS for invoicing since their current point of sale can’t text. 

Single-Use Coupons for Better Tracking 

For the first time, they’re implementing single-use coupons. This will make their data much more accurate, allowing them to track coupon redemption and customer engagement more effectively. 

Adjustable Oil Change Interval Calculator 

Oilstop is testing the best intervals for customer retention with Cinch’s oil change interval calculator. Now, they can tweak these intervals by segment to find the sweet spot. 

Conclusion 

Switching to Cinch has revolutionized the marketing efforts at Oilstop Drive Thru Oil Change and Happy's Drive Thru Car Wash. From boosting mid-week car counts to increasing phone and Google Search leads, Cinch has proven to be an invaluable tool for their business. 

“If you’re looking for a tailored, flexible, and powerful marketing solution, Cinch is the answer.”  

Sign up today and experience the difference for yourself.