In 2014, Meghan Hollabaugh joined Mike’s Carwash, a 21-location carwash brand based in Ohio. Coming from the financial services industry, she was shocked to find that collecting customer data wasn’t a priority in the car wash industry. While POS solutions for car washes are highly specialized and sophisticated in many respects, they aren’t accommodating to businesses wanting to easily access and use their data. She quickly found an ally in Executive VP and CFO, Greg Ries, who was also eager to know his customers better. The two began a quest for a customer data and loyalty solution that ultimately led them to Thanx. Like many car washes, Mike’s was engaged in traditional broad-based marketing activities, including email blasts, radio, and direct mail. However, these types of

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