Quick Pay
IMO Car Wash
Quick Pay
Client
IMO Car Wash
Services we provided
- Customer Experience (CX)
- UI/UX Design
- Visual & Brand Design
- E-commerce Development
- Performance Monitoring
- Analytics & Reporting
Year
2024
The Task
IMO Car Wash reached out to Digital Gambit to create a new express checkout service for customers in the UK and Germany. The goal was to let customers quickly buy one of IMO's core products by scanning a QR code at car wash locations across the UK without needing to sign up to the IMO app. This makes payment processes smoother, reduces on-site queues, and improves the overall customer experience boosting sales for IMO's signature products.
The project involved designing branded checkout pages for all single wash products. Each would have a unique QR code that took customers to dedicated pages with product details, pricing, and a purchase button. The payment options included methods such as Apple Pay, Google Pay, PayPal, Link, and card payments through payment processor Stripe. To keep everything consistent with IMO’s brand guidelines, it was important that the checkout pages matched the look and feel of their on-site posters for a consistent customer experience.
Our Approach
Digital Gambit started by focusing on the customer journey, making sure the process from scanning the QR code to completing the purchase was as smooth as possible. We worked closely with IMO to get a feel for their customers’ preferences, using design elements from their existing UI to keep everything cohesive across the checkout experience.
The checkout is designed to be quick and easy to use for customers sitting in the queue at the car wash, meaning they can complete a purchase in as few clicks as possible without having to download and sign up for the full app. While IMO will still encourage customers to download the app to take advantage of exclusive offers, the Quick Pay checkout gives customers a streamlined option to optimise their on-site experience, improving the efficiency of wash sites, reducing queue abandonment, and improving overall customer throughput.
To encourage further brand engagement, the post-purchase thank you page offered links to download the IMO app on iOS and Android. The page also let customers know their wash voucher had been emailed to them, containing a natively generated QR code for the car wash operator to scan.
We utilised a .NET core Umbraco 13 back end to give IMO the tools to manage their product details and pricing across all of their wash sites. We also added multilingual support for Germany which will be scalable for IMO to launch Quick Pay in other locales in the future.
The project was launched in stages across all IMO Car Wash locations in the UK, starting with a pilot phase at a few selected sites. This gave us the chance to collect valuable feedback on the user experience and fine-tune the checkout process based on real-world customer interactions. After confirming that the system worked smoothly during the trial, we expanded it nationwide throughout the UK and Germany.
Since the implementation of the Quick Pay service, IMO has observed a significant increase in the number of customers opting for the 'speedy' checkout option.
The QR code system, along with the simplified payment process, led to a noticeable boost in sales for all single wash products. The project not only hit but surpassed the original goals set by IMO, showing how effective a digital-first approach can be in improving customer experience and increasing revenue.
Additionally, the rise in digital payments has sped up processing times at busy locations, helping cars move through the wash more smoothly. This has made for a better customer experience and encouraged repeat business, further strengthening IMO’s reputation as a leader in the car wash industry.