RIPON, Wis. — Whether a consumer is deciding between which grocery store or Laundromat to frequent, they want to get the most out of their money while receiving quality service and products.
Keep this key thought in mind when considering how to nurture and strengthen loyalty among both new and existing Laundromat customers.
From the moment a customer walks in the door to when they remove their last load from the dryer, every aspect of his or her experience must be on point.
Here are some ways to leave a lasting positive impression and help customers see your store as the best choice for their laundry needs:
BOOST IN-STORE MARKETING
Marketing isn’t solely a means to attract new customers. To build loyalty with existing customers, it is imperative to market to them as well.
As a general rule of thumb, 1-2% of gross income should be dedicated to inside marketing.
There are many ways to market your store from the inside, including hosting contests, giveaways and offering weekly specials. Then, be sure to advertise your promotions and main attractions using large banners or window stickers.
Additionally, make customers aware of any ancillary services by putting up in-store signage.
Whether you offer a wash-dry-fold service, a café or tanning, you must make sure your customers are aware of it. If they are not, they certainly will not utilize the added perks while doing laundry.
Lastly, you must reward your current customers for their dedication to your business. Thank them by offering some sort of special discount program or punch card.
Advanced machines even have a “lucky cycle” program, which offers a free or discounted wash on a machine after a predetermined number of cycles. Showing sincere appreciation for your customers will solidify their loyalty and keep them coming back.
PROVIDE EXCEPTIONAL EQUIPMENT
Providing reliable machines that work without issues is another way store owners can retain and attract satisfied customers.
Modern machines are not only built to last longer, but their advanced controls and maintenance alerts can help store owners address any issues that do arise more quickly to keep machines working at peak performance.
These technologies and reports allow a store owner to gain back the time he/she would have spent diagnosing a machine and making repairs, leaving more time to focus on developing their business.
Also, features on modern equipment that older models lack include shorter wash and dry times, various pricing options, and customized wash cycles. With the ability to tailor wash programs to specific load types, and get customers out in less time, you are providing a more pleasant experience at the Laundromat.
It is likely they’ll even tell a friend about it. In fact, 46% of laundry businesses see growth after upgrading their equipment, according to a Coin Laundry Association survey.
Consider combining the convenience and benefits of new equipment with other store upgrades to further inspire customer loyalty.
GET ONLINE
Installing new equipment and enhancing other amenities also lends the opportunity to reinvigorate a store’s marketing program.
What better place to share the good news about your store’s offerings than on the store’s website and through its social media channels?
Point out your store’s unique, tailored offerings, which could ultimately lead a potential customer to choose your store over someone else’s.
Whether your store offers new equipment, weekly specials or a unique ancillary service, make sure your customers can read about it online.
One tactic to boost your store’s web and foot traffic is to offer occasional discounts for Facebook fans or Twitter followers.
Provide a reward, such as a discount on dryer time or a free soda, for any customer that “checks in” on Facebook while they are at your store.
Also, make sure your website is listed on Google Places. This will allow your store to appear in Google searches, provide your basic information and a link to your website.
Also, monitor websites such as Foursquare or Yelp, which allow users to write reviews for businesses, to find out what customers are saying. Remember, a comparison between a Laundromat with a comprehensive web presence versus one without could be the deciding factor as to whether a customer visits your store or not.
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].