In this episode of Conversations with ICA, Kendra Johnson SVP Growth - ICA talks with Derrick Burton Creative Design Supervisor DRB/Suds and Tasha Luttrell Account Coordinator DRB/Suds to explore what it really means to create a VIP experience in the car wash industry. SUDS is DRB’s marketing and data insights division that provides actionable analytics, creative strategy, and customized marketing solutions to help car wash operators grow memberships, increase customer engagement, and fine-tune their business performance. By turning data into strategy, SUDS empowers operators to better understand and serve their customers.

Together, Derrick and Tasha dive into how car wash operators can elevate their customer journey through thoughtful design, organization, and authenticity—ensuring their brand stands out in a crowded market.

What You’ll Learn in This Episode

  • What defines a true VIP experience—and why it matters for your brand.

• How exclusivity can backfire if not carefully balanced.

• The role of design and marketing in shaping the customer experience.

• Steps to get started creating your own VIP program.

• How SUDS leverages data and insights to enhance customer relationships and drive growth.

Episode Highlights

(1:08) Derrick kicks off the conversation by defining a VIP experience. The three points paramount t this is being true to your brand, being novel/unique and personal.

(4:25) Why is being too exclusive possible detrimental?

(5:48) How does the design and marketing of the VIP experience effect the customer?

(8:40) Why should an operator go through the process of creating a VIP experience?

(9:36) What are the best placements for the customer experience…what’s important? Start with being organized and clean in your overall presentation.

(13:53) What are the steps to get started on a VIP experience? Derrick walks through the steps.

(14:40) Tasha reiterates being true to your brand and being part of a neighborhood.

(15:45) And now…what’s unique about SUDS?

(16:57) Derrick adds that SUDS has an amazing amount of data they share with their customers

(18:47) Kendra summarizes the conversation and points out the memorable points from the conversation.