Valvoline Express Care Sheridan is owned and operated by Lube Refiners LLC., a partnership owned by Steve Lieneman, Dave Wills and Mark Law. The shop serves approximately 26,000 residents in Sheridan, Wyoming and provides oil changes, tire services and light mechanical repair. Steve also owns a second Valvoline Express Care location in Douglas, Wyoming.
The Sheridan location is known locally for being honest and professional. The team reviews factory maintenance schedules with customers and documents each service clearly on every invoice. Many drivers want to keep their vehicles longer and understand the importance of staying current on required maintenance.
Steve’s challenge was communicating with customers about upcoming service without relying on oil change discounts or negatively impacting gross margin.
He wanted customers to return more consistently without lowering the perceived value of his oil change services. He believed customers who were due for service would return, but they needed consistent communication to stay top-of-mind. The opportunity was to stay in front of them and encourage additional needed services once they were in the shop.
The store’s location also required stronger name recognition. While it sits near a main highway, it does not receive the same natural traffic exposure as a nearby competitor that has operated longer and is more established in the area.
Steve needed a structured way to stay top-of-mind and bring customers back while maintaining the value of his core services.
Throttle streamlines marketing and customer engagement for automotive service providers by automating timely outreach powered by shop data.
Steve began working with Throttle in May 2023 to increase return visits while protecting oil change pricing and gaining clearer visibility into performance.
Together, they implemented a five-touch reminder program using postcards and email. Reminder artwork included images of the shop to reinforce recognition. Monthly digital newsletters were also added to maintain consistent contact.
The first two reminders were informational. They simply told customers they were due for service.
The third, fourth and fifth reminders included offers — but oil changes were intentionally excluded from discounted promotions. Instead, the offers focused on additional services customers often postponed.
Each offer was coded for tracking, allowing Steve to see which reminders were generating visits and refine the program accordingly.
As Steve explains:
“Throttle has demonstrated a willingness to listen to their customers and develop and customize tools to help their customers meet their business objectives. They are very committed to our success.”
The impact was measurable and immediate.
A returning customer is defined as one with at least one prior visit during the measured quarter. These improvements came from consistent, well-timed communication. Informational reminders kept the shop top-of-mind, while targeted service offers encouraged customers to schedule needed work. Clear tracking provided visibility into which messages were driving results.
Most importantly, return frequency improved without discounting oil changes. The shop maintained pricing discipline while strengthening retention — exactly what Steve set out to accomplish.
Valvoline Express Care Sheridan continues using the five-touch reminder program and reviews results regularly. Offers are adjusted based on performance data, not guesswork.
The focus remains steady: keep customers returning on time, support recommended maintenance and grow car count without eroding pricing.
With structured reminders in place and clear performance insight, the shop is positioned to build on its retention gains and continue improving visit frequency over time.
As Steve describes the partnership, Throttle is committed to helping the shop meet its business objectives and tailor tools to its specific goals.
Industry
Automotive Service — Quick lube, tires and light mechanical repair
Objective
Increase car count and improve customer retention without discounting oil changes
Solution
Five-touch postcard and email reminder program with shop imagery and targeted service offers