RIPON, Wis. — A national essay contest sponsored by Speed Queen® last spring invited store owners to share their success stories and tout tried-and-true marketing strategies.
From California to Connecticut, more than 50 store owners from across the country submitted their stories. In this month’s Coin-Op 101 column, three entrants share their insights on edging out the competition exclusively with American Coin-Op readers.
Q: What strategies help you retain and attract new customers?
David Harbour, Harbour Laundry Systems, North Carolina: Customers love state-of-the-art machines with advanced features, and these same machines maximize our profits. I would have never believed that my customers would pay more for extra cycles, but these machines consistently bring in 45% more income than older models, thanks to cycle modifiers. We are excited about the additional income these machines produce with the help of marketing.
Mark Raukar, Little Valley Tub, Michigan: I took over the management three years ago because current management was running the once-prosperous store into the ground.
Once customer service improved, and we began to build back a friendly reputation, foot traffic increased solely as a result of word of mouth.
On the outside, we improved the store’s curb appeal, and on the inside, we improved the atmosphere with new paint, folding tables, televisions, Wi-Fi, and making the store the cleanest around. We then began to focus our efforts on other forms of marketing, including a loyalty program, coupons and advertising. These strategies improved business by 26% in two years.
Rick Thompson, All-In-One Laundromat, Connecticut: My business philosophy is simple: I treat my customers as I want to be treated, and know many of them by name. I don't think there are many business owners who can say they get hugs and homemade cookies from their customers regularly, but I am proud to say I can.
Customers also love how clean and bright the store is, and that machines are always in working order. With diligence each and every day to maintain these expectations—which might mean investing in new equipment—customers will come.
Q: What else do you offer to help your store(s) stand out?
Thompson: Our machines run on a card system only. Customers like that they don’t have to deal with coins, and it benefits my business because it’s easier to audit machines and allows me a more flexible schedule.
We also run promotions, including free soap on Wednesdays, holiday specials and bonus reward cards, which I personally hand out to our top customers.
Although I know customers appreciate these features, they tell me the real reason they keep coming back is the small gestures we show them, like providing pizza on Christmas Eve or carrying bags to their cars. They reward me every day by showing me the same respect I show them.
Raukar: After seeing how staff changes and upgrading the store’s aesthetics had improved business, it was time to invest in new machines.
An additional 27% in traffic has boosted our bottom line, and more energy-efficient machines have lowered our utility bill. Also, due to our new hotter dryers and our new washers eliminating excessive dampness in the clothes, which saves time on the drying cycle, our customers are able to get in and out quicker.
Moving forward, we will continue to purchase new equipment and build business by offering more ancillary services. Our journey and transformation is still not over, and we will continue to strive to provide a better experience for our customers.
Harbour: We have used every marketing tool available, including social media, print and radio advertising, direct mailings and e-mails. Another thing that keeps us competitive and profitable are the additional services we offer.
For example, the Southern Pines location makes a huge business out of wash-and-fold, especially for equine laundry, such as horse blankets. This location also has a self-service dog wash and a dog groomer to attract customers who would not have come in otherwise. A store that was doing well before has now added greater value to the community and more profit to our bottom line.
Missed Part 1 of this story? You can read it now HERE.
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].